Download or read book Comparative Advertising written by Fred Beard and published by Rowman & Littlefield. This book was released on 2018-06-19 with total page 247 pages. Available in PDF, EPUB and Kindle. Book excerpt: Comparative advertisements—the kind that refer to “the other guys” or actually identify competitors by name—can be tremendously successful, or lead to a marketing disaster. The History, Theory, and Practice of Comparative Advertising reveals the possibilities and pitfalls associated with this widely used approach.