La publicité comparative en France, quelles perspectives ? (notice n° 444662)
[ vue normale ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 01711cam a2200169 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121011120.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Dianoux, Christian |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | La publicité comparative en France, quelles perspectives ? |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2002.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 100 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | La France venant de modifier sa réglementation en matière de publicité comparative afin de l’adapter à la directive européenne 97/55/CE, il est opportun de se poser la question de l’avenir de cette forme de communication sur le territoire français qui jusqu’à présent a suscité un engouement inversement proportionnel aux polémiques que les projets de loi avaient fait naître. L’analyse du contexte actuel d’un point de vue managérial et juridique montre qu’il est peu probable que l’on assiste à son développement tant que les annonceurs ne seront pas persuadés de son efficacité sur le consommateur français. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Having recently modified its regulations on comparative advertising in order to comply with European directive 97/55/CE, France now needs to ask itself what kind of future this form of communication has in the country. Up to now it has given rise to a craze that is inversely proportional to the arguments provoked by the proposed. An analyzis of the present context from a managerial and legal point of view shows that it is unlikely that we will witness any growth in the area while advertisers remain unconvinced of its effect on French consumers. |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 25 | 1 | 2002-01-01 | p. 29-36 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2002-1-page-29?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2002-1-page-29?lang=fr&redirect-ssocas=7080</a> |
Pas d'exemplaire disponible.
Réseaux sociaux