Practical Guide to Claims Substantiation : Dare to Compare by David Mallen download FB2, TXT, DJV
9780128093511 English 012809351X Practical Guide to Claims Substantiation is an authoritative, engaging corporate handbook on comparative advertising for food and non-food consumer products. Claim substantiation is a common ground of stakeholder interest among management, advertisers, lawyers and researchers, and this handbook will cover the corporate culture and strategic goals that encourage comparative advertising, the laws that regulate it, standards for research evidence required to support it, and examples that bring the concepts to life. Of particular value to corporate brand managers, the book will include a checklist of process steps and quality controls that allow managers to orchestrate the many parts of comparative ad campaigns, and manage the risk of complaints by indignant competitors. Alerts research and development, and marketing professionals to potential competition issues of potential legal concern 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 Includes food and beverage, nutritional supplements, cosmetics, and other consumer advertised products, Sensory and Comparative Claims Substantiation is an authoritative, engaging corporate handbook on comparative advertising for food and non-food consumer products. Claim substantiation is a common ground of stakeholder interest among management, advertisers, lawyers and researchers, and this handbook will cover the corporate culture and strategic goals that encourage comparative advertising, the laws that regulate it, standards for research evidence required to support it, and examples that bring the concepts to life. Of particular value to corporate brand managers, the book will include a checklist of process steps and quality controls that allow managers to orchestrate the many parts of comparative ad campaigns, and manage the risk of complaints by indignant competitors. Alerts research and development, and marketing professionals to potential competition issues of potential legal concern 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. Includes food and beverage, nutritional supplements, cosmetics, and other consumer advertised products
9780128093511 English 012809351X Practical Guide to Claims Substantiation is an authoritative, engaging corporate handbook on comparative advertising for food and non-food consumer products. Claim substantiation is a common ground of stakeholder interest among management, advertisers, lawyers and researchers, and this handbook will cover the corporate culture and strategic goals that encourage comparative advertising, the laws that regulate it, standards for research evidence required to support it, and examples that bring the concepts to life. Of particular value to corporate brand managers, the book will include a checklist of process steps and quality controls that allow managers to orchestrate the many parts of comparative ad campaigns, and manage the risk of complaints by indignant competitors. Alerts research and development, and marketing professionals to potential competition issues of potential legal concern 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 Includes food and beverage, nutritional supplements, cosmetics, and other consumer advertised products, Sensory and Comparative Claims Substantiation is an authoritative, engaging corporate handbook on comparative advertising for food and non-food consumer products. Claim substantiation is a common ground of stakeholder interest among management, advertisers, lawyers and researchers, and this handbook will cover the corporate culture and strategic goals that encourage comparative advertising, the laws that regulate it, standards for research evidence required to support it, and examples that bring the concepts to life. Of particular value to corporate brand managers, the book will include a checklist of process steps and quality controls that allow managers to orchestrate the many parts of comparative ad campaigns, and manage the risk of complaints by indignant competitors. Alerts research and development, and marketing professionals to potential competition issues of potential legal concern 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. Includes food and beverage, nutritional supplements, cosmetics, and other consumer advertised products