January 7, 2019

Hot off the Press! – “Practical Guide to Comparative Advertising: Dare to Compare”

CorbinPartners’ Ruth Corbin joined a team of experts to author the international text on comparative advertising titled Practical Guide to Comparative Advertising: Dare to Compare.  Published by Elsevier, the text is an information-packed, reader-friendly corporate handbook on the principles for issuing and defending against competitive claims.  It will be of value to corporate marketers and advertisers, in-house counsel, intellectual property lawyers, market researchers, advertising agencies, international standards organizations, and judges. Among the topics covered by the book are: the organizational culture that favours comparative advertising, laws and regulations, standards for research evidence, comparative advertising in social media, and a checklist of process steps that help managers to orchestrate ad campaigns and manage complaints from indignant competitors.