Practical Guide to Comparative Advertising

Perception Language Employee morale Experimental design Guidelines Reliability Proof Dispute resolution Comparative advertising Financial risk Negotiations Slogan Advertising departments Sample Size Customer Ideas Consistency Lawsuits Research Methodologies Advertising Standards Authority Highlights Risk-tolerance Random Sampling Credibility Confidence Level Health risks Challenge Prominence Dispute Pretest Wording Checklists Federal Trade Commission Customer dissatisfaction ASTM International ASTM document Competitive benefit Community confidence Broadcast networks Claim study Consumer-focused affective claim corporate experience Claim substantiation cultural ideas documentary evidence Comparative claims Decision point Business priority Disclaimers esomar Comparative claim False advertising verdict False claim Global brand positioning Corporate-watch program Evidentiary requirements Direct business communications Direct complaints Industries and professions Legal challenge Internet-based viewing Market monitoring Immediate removal price Regulatory attitudes Statement of Policy Social media blogs Trademark value Superlative claim Wordings Number one claims Product-focused analytical claim Self-regulatory challenge Self-regulatory Organizations Timeline-related costs Target consumer