Practical Guide to Comparative Advertising

1. Comparative Advertising as a Business Strategy - Look Before You Leap 2. Laws and regulations set the rules 3. What's the Name of the Claim? 4. Foundations of test design 5. How much statistical support is enough? 6. Bullet-proofing and Maintaining a Claim 7. Proactive trouble-shooting before the claim is launched 8. What to expect by way of challenge 9. Fighting back: Advice for Challengers 10. International comparisons 11. Governing standards 12. Summary and check-list

Dr. Ruth M. Corbin is Chair of forensic research firm CorbinPartners Inc., a corporate director, and Adjunct Professor at Osgoode Hall Law School. Previously she has been Canadian President for Kroll Worldwide, CEO of Decision Resources Inc., Chief Operating Officer of the Angus Reid Group, and Adjunct Professor at the Rotman School of Business, She was named by the Globe and Mail and the Women's Executive Network as one of Canada's Top 100 women, in the category of Trailblazers and Trendsetters.
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.