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Handbuch Werbeforschung
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Das Handbuch gibt als erstes deutschsprachiges Werk einen systematischen berblick ber das gesamte Forschungsfeld Werbung aus kommunikationswissenschaftlicher Perspektive. Als dezidiertes Forschungshandbuch bietet es Interessierten, Forschenden und fortgeschrittenen Studierenden der (akademischen) Forschungspraxis einen ganzheitlichen Orientierungsansatz, der nicht nur wichtige Bereiche der internationalen und der deutschsprachigen Werbeforschung thematisiert, sondern typische Strategien, Logiken und Forschungsdesigns im Zusammenhang aufzeigt. Die Beitrge prsentieren ausgewiesene Forschungsfelder, die entsprechende Literatur und liefern Gebrauchsanweisungen fr die akademische Forschungspraxis.
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