Fred K. Beard2016-01-142016-03-302016-01-142016-03-302011-12-01Beard, F. K. (2011). Competition and Combative Advertising: An Historical Analysis. Journal of Macromarketing, 31(4), 387-402. doi: 10.1177/0276146711405667http://hdl.handle.net/11244/25090Fred K. Beard (PhD, University of Oklahoma) is a professor of advertising in the Gaylord College of Journalism and Mass Communication, University of Oklahoma. His research interests include comparative advertising, advertising humor, and advertising history. His work has appeared in the Journal of Advertising, the Journal of Advertising Research, the Journal of Business Ethics, the Journal of Business Research, Journalism History, the Journal of Historical Research in Marketing, the Journal of Macromarketing, and the Journal of Marketing Communications, among others.en-USAttribution 3.0 United Statescombative advertisingcompetitioncomparative advertisingadvertising historyResearch Article10.1177/0276146711405667false