Effektivität von Ausgestaltungsformenen des Product Placement (German Edition)

Description

Pascal Schumacher analysiert den Einfluss von Product Placements in Fernsehsendungen auf die bewusste und unbewusste Verarbeitung von Informationen bei Rezipienten. Mit Hilfe von Experimenten untersucht er, wie Product Placements im Gedächtnis gespeichert werden und die Einstellung der Rezipienten gegenüber Marken beeinflussen.

Product details

EAN/ISBN:: 9783835007871
Edition:: 2007
Medium:: Paperback
Number of pages:: 204
Publication date:: 2012-02-27
Publisher:: Deutscher Universitätsverlag
Languages:: german

EAN/ISBN:: 9783835007871
Edition:: 2007
Medium:: Paperback
Number of pages:: 204
Publication date:: 2012-02-27
Publisher:: Deutscher Universitätsverlag
Languages:: german

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