Die Wirkung vergleichender Werbung

Description

Der Autor entwickelt einen auf die deutsche Rechtslage zugeschnittenen Modellansatz und überprüft ihn mit Werbemitteln aus den Branchen Automobil und Telekommunikation. Sein Fazit: Vergleichende Werbung führt zu einer mehr kognitiven Verarbeitung der Werbeinhalte.

Product details

EAN/ISBN:: 9783824475063
Edition:: 1. Aufl.
Format:: Illustriert
Medium:: Paperback
Number of pages:: 327
Publication date:: 2001-10-29
Publisher:: Deutscher Universitäts-Verlag

EAN/ISBN:: 9783824475063
Edition:: 1. Aufl.
Format:: Illustriert
Medium:: Paperback
Number of pages:: 327
Publication date:: 2001-10-29
Publisher:: Deutscher Universitäts-Verlag

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