Browsing by Subject "comparative advertising"

Now showing items 1-2 of 2

    • Competition and Combative Advertising: An Historical Analysis 

      Fred K. Beard (Journal of Macromarketing, 2011-12-01)
      Fred 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 ...

    • A History of Comparative Advertising in the United States 

      Fred K. Beard (Journalism & Communication Monographs, 2013-09-01)
      This historical monograph addresses a gap in the extensive scholarly research literature devoted to comparative advertising—especially that which contrasts the advertised product, service, or brand with an identifiable ...