HISTORY THEORY AND PRACTICE OFCB
Autor Fred Bearden Limba Engleză Hardback – 18 iun 2018
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Specificații
ISBN-13: 9781498560320
ISBN-10: 1498560326
Pagini: 250
Dimensiuni: 152 x 229 x 26 mm
Greutate: 0.56 kg
Editura: Rowman & Littlefield
ISBN-10: 1498560326
Pagini: 250
Dimensiuni: 152 x 229 x 26 mm
Greutate: 0.56 kg
Editura: Rowman & Littlefield
Notă biografică
Fred Beard is Gaylord Family Research Professor of Advertising in the Gaylord College of Journalism and Mass Communication, University of Oklahoma.
Cuprins
List of Tables and Figures
Acknowledgements
Introduction
Chapter 1. A History of Comparative Advertising
Chapter 2. Theoretical Foundations and Research Findings
Chapter 3. What the Professionals Say
Chapter 4. The Regulation of Comparative Advertising
Chapter 5. The Satirical Attack Ad
Chapter 6. Comparative Advertising around the World
Chapter 7. Comparative Campaigns in the Real World
Appendix: List of Advertising Sources
Bibliography
Index
About the Author