Werbung im thematisch passenden Medienkontext: Theoretische Grundlagen und empirische Befunde am Beispiel von Fernsehwerbung (German Edition)

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Sebastian Sieglerschmidt zeigt mit einer Online-Befragung und im Rahmen von Laborexperimenten am Beispiel von Fernsehwerbung, dass eine thematische Abstimmung von Fernsehwerbung und editorialem Kontext unter bestimmten Bedingungen die Werbewirksamkeit verbessern kann. Er geht dabei in besonderem Maße auf die Rolle affektiver Reaktionen im Wirksamkeitsprozess ein.

Product details

EAN/ISBN:: 9783834912312
Edition:: 2009
Medium:: Paperback
Number of pages:: 344
Publication date:: 2012-02-27
Publisher:: Gabler Verlag

EAN/ISBN:: 9783834912312
Edition:: 2009
Medium:: Paperback
Number of pages:: 344
Publication date:: 2012-02-27
Publisher:: Gabler Verlag

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