Practical Guide to Comparative Advertising | Dare to Compare
Language: English
Published by Academic Press, 2018
- Softcover
- New
Seller: preigu, Osnabrück, Germanypreigu
AbeBooks seller since August 5, 2024
Condition: New
US$ 95.00
Quantity: 5 available
Add to basketItem description from seller
Practical Guide to Comparative Advertising | Dare to Compare | Ruth M. Corbin (u. a.) | Taschenbuch | Einband - fest (Hardcover) | Englisch | 2018 | Academic Press | EAN 9780128054710 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu.
Seller Inventory # 126687867
- Title
- Practical Guide to Comparative Advertising | Dare to Compare
- Author
- Ruth M. Corbin (u. a.)
- Publisher
- Academic Press
- Publication year
- 2018
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 0128054719
- ISBN 13
- 9780128054710
- Item weight
- 322 grams
- Dimensions
- 9 x 152 x 229 mm
- Seller catalogs
- Bücher
Practical Guide to Comparative Advertising: Dare to Compare is an authoritative, engaging handbook on comparative advertising for food and non-food consumer products. Claim substantiation is a common stakeholder interest among management, advertisers, lawyers and researchers. This handbook covers the corporate culture and strategic goals that encourage comparative advertising, laws and regulations, standards for research evidence, and examples that bring the concepts to life. Of particular value to corporate brand managers, the book includes a checklist of process steps and quality controls that allow managers to orchestrate comparative ad campaigns and manage the risk of complaints from indignant competitors.
- Alerts research, development and marketing professionals to potential competition issues and legal concerns
- Provides a reference source for courts of law with respect to accepted industry standards and practices
- Presents an authoritative perspective, in plain language, on laws and regulations governing comparative advertising, and on worldwide standards governing research evidence in support of advertising claims
- Covers food and beverage, nutritional supplements, cosmetics and other consumer advertised products
"Synopsis" may belong to another edition of this title.
About the Author
Ruth is co-author of two books on Intellectual Property measurement and protection, author of the Canadian Federal Court benchbook chapter on Surveys and other Marketplace Evidence, and author of a published series of educational articles called “Dare to Compare, regarding the strategies, laws, and required evidence governing comparative advertising. She led a national team on behalf of Advertising Standards Canada to update standards for evidence in trade disputes, and led the initiative of the Market Research and Intelligence Association (MRIA) to update Canada’s standards for social science research and to harmonize them with those of ESOMAR. Ruth is currently the chair of MRIA’s Dispute Resolution Committee, whose mandate includes bridging communications between the courts and experts about litigation standards for evidence and best practice standards in the research industry.
Rebecca N. Bleibaum, M.A., is President/Chief, Sensory Intelligence of Dragonfly SCI, Inc. a sensory and consumer insights research company in the San Francisco Bay Area, specializing in product testing and professional education. Bleibaum has over 25 years of experience in applied research from Tragon Corporation as their Chief Sensory Officer. She is co-developer and instructor of UC Davis Extension’s popular and long running “Applied Sensory & Consumer Science. In 2016, she was awarded the prestigious UC Davis Extension Outstanding Service Award for her contributions and dedication to the University's continuing education program. (www.dragonflysci.net)
Bleibaum is co-author of Sensory Evaluation Practices, Fourth Edition (2012), A Practical Guide to Comparative Advertising: Dare-to-Compare (est. 2018), previous Chair of ASTM International, Committee E-18 on Sensory Evaluation, has received five ASTM awards for contributions and the Award of Merit, has spoken at numerous professional events, and had given hundreds of impactful client presentations over the years in wine, beer, and a wide variety of FMCG products. Bleibaum’s goal is to teach the fundamentals of sensory and consumer science to entrepreneurial spirited teams to help them become more successful in the marketplace.
Thomas Jirgal is a commercial litigator and trial attorney whose national practice focuses on intellectual property, advertising and general litigation matters. He co-chairs Loeb & Loeb's Advertising Disputes practice group.
Mr. Jirgal has nearly twenty years of experience representing clients in the entertainment, communications, food, and financial services industries in cases involving copyright, trademark, trade secret, corporate espionage, false advertising, contract, fiduciary duty, defamation, invasion of privacy, employment, civil forfeiture, antitrust and unfair competition claims. He regularly represents clients in state and federal court, in private arbitration and before the Better Business Bureau’s National Advertising Division. He also counsels clients on advertising matters, including the substantiation needed for advertising claims, and the management, licensing and protection of intellectual property rights.
The advertising disputes in which Mr. Jirgal is involved often turn on cutting-edge technological issues, and the effective presentation of complex testing and statistical analysis. As an essential part of his practice, Mr. Jirgal also regularly oversees the design and critique of consumer perception surveys that can be dispositive in an advertising dispute involving implied claims.
David Mallen is partner and co-chair of advertising disputes at Loeb and Loeb LLP. He presently serves as Vice Chair of the American Bar Association’s, Section on Antitrust Law, Advertising Disputes & Litigation Committee.
In his capacity at Loeb and Loeb, Mr. Mallen offers guidance to marketers from a variety of industries in connection with national advertising campaigns, analysis of claim substantiation issues, and resolution of advertising disputes. He has specialized experience in industry sectors of food and beverages, cosmetics, OTC drugs, telecommunication services, consumer household products dietary supplements, and information technology.
Mr. Mallen is a popular speaker at conferences and workshops on advertising claim substantiation, U.S. standards for industry self-regulation, advertising in social media, sustainability and green marketing, and scientific sensory testing. He is the co-author of the e-book How To Make Credible Green Marketing Claims. What Marketers Need to Know about The Updated FTC Green Guides.
Dr. Christine van Dongen is Associate Director of the Sensory and Consumer preference Group at R & D Minneapolis for Nestlé Health Science. Her academic training was in experimental psychology, philosophy of science, and human development. She has focused her career on measuring the human response to products, both food and non-food, for a range of companies. Her areas of focus are on delivering actionable research outputs to manage the risk in product innovation and renovation, developing new methods to measure sensory and hedonic responses to consumer products, statistics, research methods when humans provide the responses, and claims substantiation. Her almost 30-year career in consumer packaged goods companies is complemented by academic teaching. She has been active in professional organizations, including contribution to ASTM’s standards on claims substantiation.
"About the title" may belong to another edition of this title.
Shipping rates from Germany to U.S.A.
| Item | 60 to 60 business days | 60 to 60 business days |
|---|---|---|
| First item | US$ 80.40 | US$ 80.40 |
Payment methods
- Paypal
Store description
preigu betreibt einen Onlineversandhandel mit über 1 Mio. Produkten in verschiedenen Sortimenten. Das Kernsortiment besteht aus Büchern, Medien und Spielwaren. Ein gelungenes Einkaufserlebnis ist das Ziel einer jeden Bestellung bei preigu, denn der Kunde und seine Zufriedenheit stehen an erster Stelle. preigu setzt daher auf einen kompetenten Kundenservice, funktionierende Prozesse und schnelle Reaktion.
Specialty
Bücher, SpielwarenSeller's business information
preigu GmbH & Co. KG
Lengericher Landstraße 19
Osnabrück, Germany 49078
Terms of sale
Standard Business Terms and customer information
I. Standard business terms
§ 1 Basic provisions
(1) The following terms and conditions of business apply for all contracts concluded with us as the supplier (preigu GmbH & Co. KG) via the websites AbeBooks and/or ZVAB. Unless otherwise agreed, the inclusion of your own terms and conditions is explicitly rejected.
(2) A ‘consumer' in the sense of the following regulations is every natural person who concludes a legal transaction which, to an overwhelming extent, cannot be attributed to either his commercial or independent professional activities. The term ‘businessman' refers to every natural person, legal person or legally responsible partnership that concludes a legal transaction in pursuance of his/its independent professional or commercial activity.
§ 2 Conclusion of the contract
(1) The subject-matter of the contract is the selling of products .
(2) If an article is placed by us with AbeBooks or ZVAB, the activation of the page on AbeBooks or ZVAB shall involve the binding offer to conclude a contract under the terms and conditions contained in the article page.
(3) The contract shall become effective via the online shopping cart system as follows:
The products intended for purchase are moved to the "shopping cart". You can select the "Shopping Cart" using the appropriate buttons on the navigation bar and make changes there at any time.
After calling up the "Checkout" page and entering the required personal data and payment and shipping conditions, all order information is then displayed again on the order summary page.
Before submitting the order, you have the ability once more to review or change any information here (you may also use the "back" button on the Internet browser), or to cancel the purchase.
By clicking the "Buy now" button to submit the order, you declare your legally binding acceptance of the order which makes the contract effective.
(4) The execution of the order and the sending of all the details necessitated by the conclusion of the contract take place via e-mail, in a partially-automated manner. Consequently, you have to ensure that the e-mail address that you have deposited with us is the correct one, and that the receipt of the respective e-mails is guaranteed. In particular, you have to ensure that the respective e-mails are not blocked by a SPAM filter.
§ 3 Right of retention, reservation of proprietary rights
(1) You can only exercise a right of retention if the situation in question involves claims arising from the same contractual relationship.
(2) The goods remain our property until the purchase price is paid in full.
§ 4 Warranty
(1) The statutory warranty rights are applicable.
(2) As a consumer, you are requested to promptly check the product for completeness, visible defects and transport damage as soon as it is delivered, and promptly disclose your complaints to us and the shipping company in writing. Even if you do not comply with this request, it shall have no effect on your legal warranty claims.
(3) If a characteristic of the goods deviates from the objective requirements, the deviation shall only be deemed to be agreed if you were informed of the same by us before submitting the contractual declaration and the deviation was expressly and separately agreed between the contracting parties.
§ 5 Choice of law, place of fulfilment, jurisdiction
(1) German law shall apply. This choice of law only applies to customers if it does not result in the revocation of the protection guaranteed by the mandatory provisions of the law of the country in which the respective customer's usual place of residence is located (benefit-of-the-doubt principle).
(2) If you are not a consumer, but a businessman, a legal entity under public law or an institutional fund governed by public law, our place of business is the place of jurisdiction as well as the place of fulfilment for all services that follow from the business relationships that exist with us. The same condition applies to situations in which you are not associated with a general place of jurisdiction in Germany or the EU, as well as situations in which the place of residence or the usual place of residence is not known at the time of commencement of proceedings. This has no bearing on the capacity to call upon the court associated with another place of jurisdiction.
(3) The provisions of the UN Convention on Contracts for the International Sale of Goods are explicitly inapplicable.
II. Customer information
- Identity of the seller
preigu GmbH & Co. KG
Lengericher Landstr. 19
49078 Osnabrück
Germany
Telephone: 0541-580 72 84
E-Mail: mail@preigu.de
We are neither willing nor obliged to participate in dispute resolution proceedings before consumer arbitration boards.
- Information regarding the conclusion of the contract
The technical steps associated with the conclusion of the contract, the contract conclusion itself and the correction options are executed in accordance to the regulations "conclusion of the contract" in our standard business terms (part I.).
- Contractual language, saving the text of the contract
3.1 Contract language shall be English.
3.2 The complete text of the contract is not saved with us. Before the order is sent, the contract data can be printed out or electronically saved using the browser's print function. After the order is received by us, the order data, the legally-mandated details related to distance selling contracts and the standard business terms are re-sent to you via e-mail.
- Main features of the product or service
The key features of the goods and/or services can be found in the respective quote.
- Prices and payment arrangements
5.1 The prices mentioned in the respective offers represent total prices, as do the shipping costs. They include all the price components, including all the incidental taxes.
5.2 The dispatch costs that are incurred are not included in the purchase price. They can be viewed by clicking the appropriate button on our website or in the respective quote, are shown separately over the course of the order transaction and must additionally be borne by you, insofar as free delivery is not confirmed.
5.3 If delivery is made to countries outside of the European Union, we may incur unreasonable additional costs, such as duties, taxes or money transfer fees (transfer or foreign exchange fees charged by the banks), which you must bear.
5.4 You must also bear the costs arising from money transfers in cases in which the delivery is made to an EU Member State, but the payment is initiated outside of the European Union.
5.5 The payment methods that are available to you are shown by clicking the appropriate button on our website or are disclosed in the respective quote.
5.6 Unless otherwise specified for the respective payment methods, the payment claims arising from the contract that has been concluded become payable immediately.
- Delivery conditions
6.1 The delivery conditions, delivery date and existing supply restrictions, if applicable, can be found by clicking the appropriate button on our website or in the respective quote.
Unless a different period is specified in the item description or our delivery conditions, the goods are delivered within 3-5 days after the conclusion of the contract (in case an advance payment has been agreed upon, after the payment authorisation).
6.2 If you are a consumer, the following is statutorily regulated: The risk of the sold item accidentally being destroyed or degraded during shipping only passes over to you when the item in question is delivered, regardless of whether or not the shipping operation is insured. This condition does not apply if you have independently commissioned a transport company that has not been specified by us or a person who has otherwise been appointed to execute the shipping operation.
- Statutory warranty right
Liability for defects is governed by the "Warranty" provisions in our General Terms and Conditions of Business (Part I).
Information on battery disposal
In connection with the sale of batteries or the delivery of devices containing batteries, we are obliged to inform you of the following:
Batteries must not be disposed of with household waste.
You can either return used batteries that we carry or have carried in our range as new batteries to us at your own expense or return them free of charge to our shipping warehouse (shipping address). Alternatively, you can hand in the batteries at your local collection points.
As an end user, you are legally obliged to return used batteries so that they can be recycled or disposed of properly.
Used batteries may contain harmful substances that can damage the environment or your health if not stored or disposed of properly. However, batteries also contain important raw materials such as iron, zinc, manganese or nickel and can be recycled.
The symbols on the batteries have the following meanings:
The symbol of the crossed-out wheelie bin means that the battery must not be disposed of with household waste.
For batteries containing a certain amount of lead, cadmium or mercury, the following additions below the symbol with the crossed-out wheelie bin indicate the respective pollutants:
Pb = Battery contains more than 0.004% lead by weight
Cd = Battery contains more than 0.002% cadmium by weight
Hg = Battery contains more than 0.0005% mercury by weight
Information on the costs involved in accordance with Article 56 (4) of the EU Battery Regulation (Regulation 2023/1542) can be found at the ‘Batterie-Zurück (https://www.batterie-zurueck.de/de/bewirtschaftungvonaltbatterien/)' initiative.
Please pay attention to the above instructions.