Practical Guide to Comparative Advertising Dare to Compare
Auteurs : Corbin Ruth M., Bleibaum Rebecca N., Jirgal Tom, Mallen David, Van Dongen Christine A.
Practical Guide to Comparative Advertising: Dare to Compare is an authoritative, engaging handbook on comparative advertising for food and non-food consumer products. Claim substantiation is a common stakeholder interest among management, advertisers, lawyers and researchers. This handbook covers the corporate culture and strategic goals that encourage comparative advertising, laws and regulations, standards for research evidence, and examples that bring the concepts to life. Of particular value to corporate brand managers, the book includes a checklist of process steps and quality controls that allow managers to orchestrate comparative ad campaigns and manage the risk of complaints from indignant competitors.
1. Comparative Advertising as a Business Strategy – Look Before You Leap2. Laws and regulations set the rules3. What’s the Name of the Claim?4. Foundations of test design5. How much statistical support is enough?6. Bullet-proofing and Maintaining a Claim7. Proactive trouble-shooting before the claim is launched8. What to expect by way of challenge9. Fighting back: Advice for Challengers10. International comparisons11. Governing standards12. Summary and check-list
Ruth is co-author of two books on Intellectual Property measurement and protection, author of the Canadian Federal Court benchbook chapter on Surveys and other Marketplace Evidence, and author of a published series of educational articles called “Dare to Compare, regarding the strategies, laws, and required evidence governing comparative advertising. She led a national team on behalf of Advertising Standards Canada to update standards for evidence in trade disputes, and led the initiative of the Market Research and Intelligence Association (MRIA) to update Canada’s standards for social science research and to harmonize them with those of ESOMAR. Ruth is currently the chair of MRIA’s Dispute Resolution Committee, whose mandate includes bridging communications between the courts and experts about litigation standards for evidence and best practice standards in the research industry.
Rebecca N. Bleibaum, M.A., is President/Chief, Sensory Intelligence of Dragonfly SCI, Inc. a sensory and consumer insights research company in the San Francisco Bay Area, specializing in product testing and professional education. Bleibaum has over 25 years of experience in applied research from Tragon Corporation as their Chief Sensory Officer. She is co-developer and instructor of UC Davis Extension’s popular and long running “Applied Sensory & Consumer Science. In 2016, she was awarded the prestigious UC Davis Extension Outstanding Service Award for her contributions and dedication to
- Alerts research, development and marketing professionals to potential competition issues and legal concerns
- Provides a reference source for courts of law with respect to accepted industry standards and practices
- Presents an authoritative perspective, in plain language, on laws and regulations governing comparative advertising, and on worldwide standards governing research evidence in support of advertising claims
- Covers food and beverage, nutritional supplements, cosmetics and other consumer advertised products
Date de parution : 11-2018
Ouvrage de 192 p.
15x22.8 cm
Thème de Practical Guide to Comparative Advertising :
Mots-clés :
ASTM International; ASTM document; Advertising Standards Authority; Advertising departments; Broadcast networks; Business priority; Challenge; Checklists; Claim study; Claim substantiation; Community confidence; Comparative advertising; Comparative claim; Comparative claims; Competitive benefit; Confidence level; Consistency; Consumer-focused affective claim; Corporate experience; Corporate-watch program; Credibility; Cultural ideas; Customer; Customer dissatisfaction; Decision point; Direct business communications; Direct complaints; Disclaimers; Dispute; Dispute resolution; Documentary evidence; ESOMAR; Employee morale; Evidentiary requirements; Experimental design; False advertising verdict; False claim; Federal Trade Commission; Financial risk; Global brand positioning; Guidelines; Health risks; Highlights; Ideas; Immediate removal; Industries and professions; Internet-based viewing; Language; Lawsuits; Legal challenge; Market monitoring; Negotiations; Number one claims; Perception; Pretest; Price; Product-focused analytical claim; Prominence; Proof; Random sampling; Regulatory attitudes; Reliability; Research methodologies; Risk tolerance; Sample size; Self-regulatory challenge; Self-regulatory organizations; Slogan; Social media blogs; Statement of Policy; Superlative claim; Target consumer; Timeline-related costs; Trademark value; Wording; Wordings