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Werbung in der Medien- und Informationsgesellschaft
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Als publizistik- und kommunikationswissenschaftliche Einfhrung zeigt dieses Buch Werbung aus einer neuen Sicht. Es thematisiert die "Werbung in der Medien- und Informationsgesellschaft". Fokussiert auf die Akteursperspektive trgt es der aktuellen Werbesituation mit einer eigenen Systematisierung, der I/P-Matrix, Rechnung. Daneben vermittelt es Studierenden Grundwissen ber Theorie und Praxis der Werbung. Die wissenschaftlich-fundierte und mit zahlreichen Praxisbeispielen illustrierte Aufbereitung macht das Buch zur geeigneten Basislektre fr Vorlesungen und Seminare.
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