Practical Guide to Comparative Advertising Book

Practical Guide to Comparative Advertising


  • Author : Ruth M. Corbin
  • Publisher : Academic Press
  • Release Date : 2018-11-22
  • Genre: Technology & Engineering
  • Pages : 192
  • ISBN 10 : 9780128093511
  • Total Read : 80
  • File Size : 14,9 Mb

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Practical Guide to Comparative Advertising Summary:

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. 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

A Practical Guide to Trade Mark Law Book

A Practical Guide to Trade Mark Law


  • Author : Amanda Michaels
  • Publisher : Sweet & Maxwell
  • Release Date : 2002
  • Genre: Intellectual property
  • Pages : 468
  • ISBN 10 : 0421747609
  • Total Read : 85
  • File Size : 19,9 Mb

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A Practical Guide to Trade Mark Law Summary:

The fourth edition of this legal guide for advisers of housing associations and housing association tenants provides comprehensive coverage of this area of law. It incorporates wide-ranging changes in law and policy, including the shift towards a more holistic approach

The Legal Guide to E business Book

The Legal Guide to E business


  • Author : Jacqueline Klosek
  • Publisher : Greenwood Publishing Group
  • Release Date : 2003
  • Genre: Law
  • Pages : 254
  • ISBN 10 : 1567204031
  • Total Read : 85
  • File Size : 16,8 Mb

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The Legal Guide to E business Summary:

This book: addresses the legal ramifications of developing and hosting Web sites -- explains how to minimize liability through the use of Web site Terms of Use and user agreements -- explicates specific international issues arising from the conduct of e-commerce -- examines online marketing and advertising, online privacy issues, and online intellectual property rights.

Sensory Evaluation Practices Book

Sensory Evaluation Practices


  • Author : Herbert Stone
  • Publisher : Academic Press
  • Release Date : 2020-10-18
  • Genre: Technology & Engineering
  • Pages : 480
  • ISBN 10 : 9780128153352
  • Total Read : 95
  • File Size : 8,5 Mb

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Sensory Evaluation Practices Summary:

Sensory Evaluation Practices, Fifth Edition, presents the latest developments and methods of sensory evaluation, including those on the front end of innovation, consumer acceptance/preference, multivariate statistical analysis, discrimination testing, descriptive analysis, sensory claims substantiation for advertising, and information management. Additionally, related social psychological methods, such as laddering, design thinking, emotional profiling, and applications of qualitative and consumer co-creation and immersive techniques are explored. This book will be an ideal reference for sensory professionals, technical managers, product specialists and research directors in the food, beverage, cosmetics, and other consumer products industries of all sizes. Emphasizes the importance of scientific sensory methodology used to measure and understand consumer perception Illustrates the importance of planning, managing and communicating product sensory information in a way that is actionable to developers, marketers and legal counsel Presents how sensory science is becoming more influential at the front end of innovation Discusses measurement, the design of experiments, and how to understand key sensory drivers that most influence consumers Explores the global nature of products and how companies can benefit by having fundamental training programs in sensory and consumer science Contains demonstrated methods for test selection, application and measurement, and testing with the right consumer, including more typical usage environments Includes worked examples for interpreting and displaying results Features a new chapter on how to get your research published

A Practical Approach to Trade Mark Law Book

A Practical Approach to Trade Mark Law


  • Author : Amanda Michaels
  • Publisher : Oxford University Press
  • Release Date : 2010-03-11
  • Genre: Law
  • Pages : 461
  • ISBN 10 : 9780199579686
  • Total Read : 83
  • File Size : 10,9 Mb

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A Practical Approach to Trade Mark Law Summary:

A new edition of a well established text, and now part of the renowned Oxford University Press 'A Practical Approach' series, A Practical Approach to Trade Mark Law fourth edition provides a comprehensive, digestible and accessible introduction to trade mark law, explaining the technicalities of the law in plain, non-technical language.

E business Book

E business


  • Author : Amanda C. Brock
  • Publisher : Spiramus Press Ltd
  • Release Date : 2009
  • Genre: Business & Economics
  • Pages : 353
  • ISBN 10 : 9781904905875
  • Total Read : 86
  • File Size : 20,7 Mb

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E business Summary:

This is an easy-to-read, jargon-busting guide to the legal issues affecting online business in the UK. The use of bullet points and checklists provide useful memory aid, while the sample clauses and contracts are invaluable. The book looks at the E-Commerce Regulations (EC Directive) 2002 and the Privacy and Electronic Communications (EC Directive) Regulations 2003. It explains how these affect on-line trading and marketing. Offering practical advice on how to manage e-business issues, the book also explains various contractual relationships which directors and managers will be asked to enter into. The authors provide useful pointers on negotiation and the practical analysis of contract issues including web site design, hosting content, linking, outsourcing, and other third party relationships. Significant developments since the first edition include: court cases affecting file-sharing (such as Napster), the UK's Police and Justice Act 2006 which introduced stiffer sentences for some computer-related offenses, the Companies Act 2009 which created new requirements for websites and e-mail, and the massive growth of online auctions, gambling, and entertainment.

Experiential Marketing Book
Score: 5
From 1 Ratings

Experiential Marketing


  • Author : Rose Leahy
  • Publisher : SAGE
  • Release Date : 2022-01-12
  • Genre: Business & Economics
  • Pages : 232
  • ISBN 10 : 9781529786538
  • Total Read : 98
  • File Size : 11,8 Mb

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Experiential Marketing Summary:

At a time when brand exposure is almost limitless, and ads have become more personalized than ever before, how do brands stand out and still win your attention? Having previously struggled to assert its credibility theoretically and amongst executives, experiential marketing now forms a core feature of most marketing practices. This book resets the perspective on the experience as an effective means of achieving corporate marketing objectives in a way that is structured, purposeful and measurable. Featuring over 40 examples from brands such as Netflix, Lego, Coca Cola, Vans, Asics and Sweaty Betty, this book revisits the theory around this type of marketing and shows you how to better integrate experiential marketing with other areas of marketing communications. The implementation model provided will help you develop robust campaigns that support overall marketing objectives and provide clarity on effectiveness to executives through a mechanism called Return on Integrated Experience (ROIE). Experiential Marketing faces new challenges in a post-Covid era – this book will be the basis for overcoming those challenges and providing opportunities to marketers everywhere. Rose Leahy is a lecturer and research supervisor in the area of marketing in Munster Technological University, Ireland. Pio Fenton is Head of Department of Marketing and International Business at Munster Technologicla University, Ireland. Holly Barry is a Brand Strategist at Barry Group, a leading wholesale distribution company in Cork, Ireland.

International Advertising Law Book

International Advertising Law


  • Author : Paul Jordan
  • Publisher : Unknown
  • Release Date : 2021-04-30
  • Genre: Uncategoriezed
  • Pages : 520
  • ISBN 10 : 1787423905
  • Total Read : 78
  • File Size : 5,9 Mb

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International Advertising Law Summary:

Virtually every business is involved in advertising and marketing in one form or another. However, advertising is subject to a complex and often daunting web of law and regulation. Although in many cases there have been attempts to harmonise relevant laws, there are still significant national variations. Furthermore, in recent years digital marketing and targeting methods have changed the face of the advertising industry beyond recognition.Updated for 2020, International Advertising Law addresses the relevant law and regulations, as well as setting out practical considerations. The book covers key areas of advertising law such as local complaints procedures and enforcement, comparative advertising, influencer campaigns, sales promotions, ambush marketing, product placement, direct marketing and online behavioural advertising. The book also addresses the particular requirements in certain industries that are subject to specific advertising regulations (eg, gambling, alcohol, pharmaceuticals, financial products/services, food and tobacco/e-cigarettes).Edited by Paul Jordan, partner and head of advertising and Andrew Butcher, senior associate at UK law firm Bristows, this book includes chapters from leading experts in 30 jurisdictions. This new edition of International Advertising Law is essential reading for lawyers, in-house counsel, advertising executives and anyone else involved in the advertising/marketing industry. The book serves as an invaluable and straightforward guide to navigating these complex legal and regulatory regimes.