Browsing by Subject "marketing history"

Now showing items 1-2 of 2

    • Comparative Advertising Wars: An Historical Analysis of Their Causes and Consequences 

      Fred Beard (Journal of Macromarketing, 2010-09-01)
      This historical study contributes to the extensive literature on comparative advertising by examining the causes and consequences of comparative advertising wars; that is, when one advertiser responds to a direct or implied ...

    • One Hundred Years of Humor in American Advertising 

      Fred K. Beard (Journal of Macromarketing, 2005-06-01)
      This study addresses a gap in the extensive scholarly literature on advertising humor by exploring advertisers’ uses of humor and explanations for its broad appeal as a message tactic throughout the previous century. The ...