{"product_id":"practical-guide-to-comparative-advertising-dare-to-compare-paperback","title":"Practical Guide to Comparative Advertising: Dare to Compare - Paperback","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eRuth M. Corbin\u003c\/b\u003e (Author), \u003cb\u003eRebecca N. Bleibaum\u003c\/b\u003e (Author), \u003cb\u003eTom Jirgal\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003ci\u003ePractical Guide to Comparative Advertising: Dare to Compare\u003c\/i\u003e 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. \u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003eDr. Ruth M. Corbin is Chair of forensic research firm CorbinPartners Inc., a corporate director, and Adjunct Professor at Osgoode Hall Law School. Previously she has been Canadian President for Kroll Worldwide, CEO of Decision Resources Inc., Chief Operating Officer of the Angus Reid Group, and Adjunct Professor at the Rotman School of Business, She was named by the Globe and Mail and the Women's Executive Network as one of Canada's Top 100 women, in the category of Trailblazers and Trendsetters. \u003c\/p\u003e\u003cp\u003eRuth 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.\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 192\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.41 x 9 x 6 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e December 05, 2018\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":47200651411705,"sku":"9780128054710","price":179.91,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0789\/2782\/3097\/files\/azcvemswVTk2d1R1eDhhdVNCbkk2QT09.webp?v=1767978248","url":"https:\/\/bookscloud.io\/products\/practical-guide-to-comparative-advertising-dare-to-compare-paperback","provider":"BooksCloud Book Dropshipping","version":"1.0","type":"link"}