Kooperativer Bibliotheksverbund

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Umfang: 1 online resource (ix, 182 pages)

ISBN: 0-12-809351-X

Inhalt: 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 -- Provided by the publisher.

Anmerkung: Front Cover -- Practical Guide to Comparative Advertising -- Copyright Page -- Contents -- Preface -- 1 Comparative Advertising-Look Before You Leap -- It's a War Out There -- Factors to Consider -- Customers Notice -- Employees Love a Winner -- Legal Standards Differ Around the World -- Industry Relationships Are Affected by Advertising Wars -- Budgets Demand More Than Standard Advertising Costs -- Most Promising Occasions for Comparative Advertising -- The Trajectory of a Comparative Advertising Campaign -- References -- 2 Governing Laws, Network Standards, and Industry Self-Regulation -- Overview -- Laws and Government Enforcement -- Television Network Standards -- Self-Regulatory Organizations -- International Regulation of Advertising -- Summary and Checklist -- 3 What's the Name of the Claim -- The Pinnacle Number One Claims -- General Superlative Claims -- Targeted Superiority Claims, Explicit or Implied -- Parity Claims -- Customer Preference Claims -- Personal Testimonials -- Sensory-Based Claims -- Factual or Technical Claims -- Summary and Checklist -- Reference -- 4 Foundations of Test Design -- Overview -- The Context for Testing a Claim -- Criteria for Sound Research Design -- Selecting the Target Population -- Choosing Sample Size and Geographical Locations -- Administration: Telephone, Internet, Home Usage, or CLT? -- Experimental Design: Repeated Measures or Separate Groups? -- Choosing, Procuring, and Storing Products for Testing -- Preparing Products for Presentation or Distribution -- Developing the Questionnaire-To Use or Not to Use a "No Preference" Option -- Determining How to Collect Data -- Specialized Populations for Sensory-Based Technical Claims -- Summary and Record Retention Checklist -- References -- 5 Statistical Support-How Much Is Enough? -- The Evidence Is in the Numbers. , Interpreting a Measurement Depends on the Underlying Scale -- Three Criteria Say It All -- A Hypothesis Sets up Your Opportunity for Proofb -- What Does Statistical Proof Mean? Not 100% Certainty but a High Degree of Confidence -- Reliability Is Affected by Sample Size and Method of Capturing a Representative Sample -- Reliability Depends on Controlling "Noise" and Other NonSampling Error -- Interviewer Training and Monitoring -- Consistency -- "Blind" and "Double Blind" Surveys -- Pretesting of Questionnaires -- Optimization of Response Rates -- How Much Support Is Enough? Take It Claim by Claim -- A "Majority Prefers" Claim -- The "Our Product Is Preferred Over Competitor X" Claim -- Stories From the Trenches -- Story 1: "Consumers prefer the taste of Homestead mayonnaise to Wonderful Whip.…" -- Story 2: "Consumers like the taste of Dolly Madison's Chocolate Cake more than the leading Brands of Chocolate Cake Mixes…" -- Summary and Checklist -- References -- 6 Know Your Limits: Claims Have Boundaries -- What You Can Say -- What Must Be Added-Disclaimers and Qualifiers -- How Long You Can Say It -- Summary and Checklist -- References -- 7 An Ounce of Prevention: Troubleshoot Your Claim Before Launch -- An Ounce of Prevention Against What? -- Assessing Stakeholder Risk Tolerance -- Assessing Financial Risk -- Investigating the Company's Best Bet -- Decision Time: Which Claim to Test? -- Pilot Testing Is His Modest Cost First Step -- Time to Go Public? One More Stage of Disaster Checking -- Prepare for Battle -- Ready for His Close-up: Martin Releases the Advertisement -- Your Checklist for Proactive Troubleshooting -- Reference -- 8 Into the Fray: Playing Defense -- Introduction -- Explanation of Forums -- The NAD -- The NAD Approach -- Network Challenges -- Lanham Act Lawsuit -- Regulatory Investigations -- Class Action Lawsuits. , Playing Defense Checklist -- Reference -- 9 Into the Fray: Playing Offense -- Keep Your Antennae up -- Business-to-Business Response -- Self-Regulatory Challenge -- Upsides, Depending on Country -- Downsides, Depending on Country -- Network Challenges -- Upsides, Depending on Country -- Downsides, Depending on Country -- Litigation Options -- Upsides, Depending on Country -- Downsides, Depending on Country -- Your Checklist for Taking Action Against an Advertiser Who Steps Over the Line -- 10 Vive la Difference-Adapting Comparative Advertising to Different Countries -- Business Is Global -- The Name Is the Same, but the Rules Differ -- Culture-Based Acceptance -- New-Age Ideas in International Marketing -- Your International Adaptation Checklist -- References -- 11 Advertising Claims in Social Media -- Overview -- How Social Media Works -- What Does It Mean for Comparative Advertising and Claim Substantiation? -- When Consumers Speak: The Challenge of User-Generated Content -- Rules for Social Media -- Enforcement and the Rise of Influencers -- Case Studies -- Your social media advertising checklist -- Reference -- 12 Summary and Handy Checklist -- Comparative Advertising: Look Before You Leap -- Laws, Regulations, and Complaints -- What's the Name of Claim-A Useful Catalog -- Foundations of Test Design -- Statistical Support-How Much Is Enough -- Claims Have Boundaries. Know Your Limits -- An Ounce of Prevention: Troubleshoot Your Claim Before Launch -- Into The Fray: Playing Defense -- Into The Fray: Playing Offense -- Vive la Difference-Adapting Comparative Advertising to Different Countries -- Social Media and Comparative Advertising -- 13 Twenty-First Century Resources -- Definitions of Comparative Advertising -- Video and Radio Broadcast Examples of Comparative Advertising in Action -- International Resources on Regulatory Guidelines. , Public Authorities -- Industry Self-Regulatory Organizations (SROs) in Selected Countries -- North American Television Networks -- Chamber of Commerce Members Worldwide -- Cases Adjudicated by Courts of Law and Administrative Tribunals -- European Court of Justice -- Australia -- Canada -- India -- The United Kingdom -- The United States -- Regulatory Adjudications and Secondary Reports on Regulatory Adjudications -- From ASA in Britain -- From NAD in the United States -- From New Zealand's Advertising Standards Authority -- Media Reports and Press Releases on Campaigns and Cases -- Academic Journal Reports: History and Effectiveness of Comparative Advertising -- Academic Journal Reports: Expert Evidence and Legal Precedents -- Academic Journal Reports: Cross-Cultural Differences -- Slide Presentations and Public Addresses -- Texts on Advertising Law -- Texts on Research Design Pertinent to Expert Evidence -- Business-Based Authorities and Resources on Standards -- ASTM International (ASTM) -- ASTM Committee, E18 on Sensory Evaluation -- ASTM Document, E1958 Standard Guide for Sensory Claims Substantiation -- ESOMAR -- International Standards Organization (ISO) -- Guidelines From Internet Search Engines, Social Media Sponsors, and Major Online Vendors -- Google -- Bing -- Yahoo -- Facebook -- LinkedIn -- Twitter -- Amazon -- Index -- Back Cover.

Weitere Ausg.: ISBN 0-12-805471-9

Sprache: Englisch