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Comparative advertising : history, theory, and practice / Fred Beard.
Lippincott Library HF5827.2 .B43 2018
Available
- Format:
- Book
- Author/Creator:
- Beard, Fred K., 1957- author.
- Language:
- English
- Subjects (All):
- Comparative advertising.
- History.
- Comparative advertising--History.
- Genre:
- History.
- Physical Description:
- xv, 227 pages ; 24 cm
- Place of Publication:
- Lanham, MD : Lexington Books, [2018]
- Contents:
- Acknowledgements
- Introduction
- A history of comparative advertising
- Theoretical foundations and research findings
- What the professionals say
- The regulation of comparative advertising in the united states
- The satirical attack ad
- Comparative advertising around the world
- Comparative campaigns in the real world
- Bibliography
- Index
- About the author.
- Notes:
- Includes bibliographical references and index.
- Local Notes:
- Acquired for the Penn Libraries with assistance from the Class of 1924 Book Fund.
- Other Format:
- Online version: Beard, Fred K., 1957- Comparative advertising.
- ISBN:
- 9781498560320
- 1498560326
- OCLC:
- 1030599433
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