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Wirkung integrierter Kommunikation

Wirkung integrierter Kommunikation

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834961150
Condition
New
Product Description

Steigende Kommunikationsflut, wachsende Kommunikationskonkurrenz und nachlassendes Informationsinteresse der Konsumenten bewirken eine zunehmende Zersplitterung der Kommunikationswirkungen. Franz-Rudolf Esch entwickelt ein verhaltenswissenschaftlich fundiertes Modell zur Erklrung der Wirkung unterschiedlich integrierter Kommunikation. In empirischen Studien werden die Wirkungen integrierter Kommunikation im Zeitablauf und zwischen Werbemitteln berprft. Auf Basis der gewonnenen Erkenntnisse gibt der Autor Empfehlungen fr die Kommunikationspraxis. Fr die fnfte Auflage wurden Teilbereiche des Buches berarbeitet und aktualisiert.

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