Browsing OU - Faculty and Staff Publications by Subject "advertising message strategy"

Now showing items 1-2 of 2

    • 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 ...

    • 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 ...