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Werbemittelgestaltung im vorkonomischen Werbewirkungsproze
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Buy Werbemittelgestaltung im vorkonomischen Werbewirkungsproze for $49.99 at @ Link.springer.com
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Product Details
Andrea Men untersucht die Frage nach einer effektiven Werbemittelgestaltung unter den heute vorherrschenden low involvement Bedingungen. Die Autorin systematisiert die empirischen Forschungspools der letzten 20 Jahre und leitet verhaltenswissenschaftlich fundierte Implikationen fr die Werbemittelgestaltung ab. Dabei werden Effekte von Bildern, Musik, zweiseitiger Argumentation, Humor und vergleichender Werbung im vorkonomischen Werbewirkungsproze diskutiert und mit Hilfe statistischer Verfahren quantifiziert.
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