Gabler Verlag
Werbung Im Thematisch Passenden Medienkontext (English, Sebastian Sieglerschmidt | Prof Dr Thorsten Teichert | Prof Dr Detlev Liepmann)
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Product Description
About the Book
Sebastian Sieglerschmidt zeigt mit einer Online-Befragung und im Rahmen von Laborexperimenten am Beispiel von Fernsehwerbung, dass eine thematische Abstimmung von Fernsehwerbung und editorialem Kontext unter bestimmten Bedingungen die Werbewirksamkeit verbessern kann. Er geht dabei in besonderem Ma e auf die Rolle affektiver Reaktionen im Wirksamkeitsprozess ein.
ISBN: 9783834912312
Book Specifications
| ISBN-13 | 9783834912312 |
| ISBN-10 | 383491231X |
| Publisher | Gabler Verlag |
| Category | Gabler Verlag |
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