Werbewirkung im Fernsehen II
Befunde aus der Medienforschung
Nomos, 1. Edition 2014, 241 Pages
The product is part of the series
Angewandte Medienforschung
Description
This book gives an overview of some academic research on TV-advertising effectiveness. In detail, eight studies are presented describing the effect of shaping (e.g. special forms of advertising, Split Screen, surreptitious advertising), design (e.g., narrative advertising, role models) or the influence of the program context.
Beside communication scholars, target groups of the book are media psychologists and economists as well as scholars from related disciplines, students of various subjects and advertising professionals who are interested in academic research on advertising effectiveness.
Beside communication scholars, target groups of the book are media psychologists and economists as well as scholars from related disciplines, students of various subjects and advertising professionals who are interested in academic research on advertising effectiveness.
Bibliographical data
| Edition | 1 |
|---|---|
| ISBN | 978-3-8487-1296-0 |
| Subtitle | Befunde aus der Medienforschung |
| Publication Date | May 5, 2014 |
| Year of Publication | 2014 |
| Publisher | Nomos |
| Format | Softcover |
| Language | deutsch |
| Pages | 241 |
| Medium | Book |
| Product Type | Scientific literature |
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