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Handbuch Werbeforschung
Crossmedia-Werbung und ihre Wirkung
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Author(s):
Wolfgang Schweiger
Publication date
(Online):
September 15 2015
Publisher:
Springer Fachmedien Wiesbaden
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ATTITUDINAL EFFECTS OF MERE EXPOSURE.
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Novelty, complexity, and hedonic value
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2016
Publication date (Online):
September 15 2015
Pages
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DOI:
10.1007/978-3-531-18916-1_14
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a38396fb-d66c-4086-9805-08d3f0ea8c4a
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Book chapters
pp. 15
Werbung – das (un)bekannte Wesen
pp. 25
Werbung – Wirtschaft – Medien
pp. 57
Werbung – Ethik – Moral
pp. 77
Werbung – Gesellschaft – Kultur
pp. 101
Akteure und Akteurskonstellationen in der Werbung
pp. 125
Werbung im Rahmen der Marketingkommunikation
pp. 149
Planung von Werbeausgaben
pp. 173
Werbemittel und -formate: Typologien und Abgrenzungen
pp. 183
Der Einfluss der Werbung auf Medieninhalte
pp. 199
Stereotype als Verkehrsmittel der Werbung
pp. 223
Nutzung von Werbung
pp. 243
Psychologische Modelle der Werbewirkung
pp. 281
Wirkung von Werbung im redaktionellen Kontext
pp. 299
Crossmedia-Werbung und ihre Wirkung
pp. 321
Wirkung innovativer Onlinewerbung
pp. 353
Wirkung von Sonderwerbeformen in Fernsehen, Radio und Print
pp. 373
Wirkung von Product Placements
pp. 397
Werbegeschichten
pp. 433
Wirkung von Musik in der Werbung
pp. 451
Wirkung von Attraktivität und Sex-Appeals in der Werbung
pp. 473
Wirkung von Humor in der Werbung
pp. 493
Wirkung von Furchtappellen in der Werbung
pp. 517
Messung von Werbewirkungen auf Makroebene
pp. 547
Klassische Methoden der Werbewirkungsforschung
pp. 573
Apparative Messungen in der Werbewirkungsforschung
pp. 593
Implizite Messverfahren in der Werbeforschung
pp. 613
Metaanalysen in der Werbewirkungsforschung
pp. 635
Politische Werbung
pp. 669
Social Marketing
pp. 689
Kinder und Werbung
pp. 713
Internationale und interkulturelle Werbeforschung
pp. 741
Grüne Werbung
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