Handbuch Werbeforschung

Gabriele Siegert & Werner Wirth

Gabriele Siegert & Werner Wirth
Handbuch Werbeforschung [PDF ebook]

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Обложка Gabriele Siegert & Werner Wirth: Handbuch Werbeforschung (PDF)

Das Handbuch gibt als erstes deutschsprachiges Werk einen systematischen Überblick über das gesamte Forschungsfeld „Werbung“ aus kommunikationswissenschaftlicher Perspektive. Als dezidiertes Forschungshandbuch bietet es Interessierten, Forschenden und fortgeschrittenen Studierenden der (akademischen) Forschungspraxis einen ganzheitlichen Orientierungsansatz, der nicht nur wichtige Bereiche der internationalen und der deutschsprachigen Werbeforschung thematisiert, sondern typische Strategien, Logiken und Forschungsdesigns im Zusammenhang aufzeigt. Die Beiträge präsentieren ausgewiesene Forschungsfelder, die entsprechende Literatur und liefern „Gebrauchsanweisungen“ für die akademische Forschungspraxis.

€89.99

Содержание

Einbettung und Abgrenzung: Werbung – das (un)bekannte Wesen.- Forschung zu Strukturen und Rahmenbedingungen der Werbung.- Forschung zu Produktion und Distribution der Werbung.- Forschung zu Nutzung und Wirkung von Werbung.- Methoden und Messung in der Werbeforschung.- Forschung zu Werbung in speziellen Feldern.

Об авторе

Dr. Gabriele Siegert ist Professorin am IPMZ — Institut für Publizistikwissenschaft und Medienforschung der Universität Zürich.
Dr. Werner Wirth ist Professor am IPMZ — Institut für Publizistikwissenschaft und Medienforschung der Universität Zürich.
Dr. Patrick Weber ist wissenschaftlicher Mitarbeiter am Institut für Kommunikationswissenschaft der Universität Hohenheim.
Dr. Juliane A. Lischka ist Assistentin am IPMZ — Institut für Publizistikwissenschaft und Medienforschung der Universität Zürich.

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язык немецкий ● Формат PDF ● страницы 760 ● ISBN 9783531189161 ● Размер файла 4.7 MB ● редактор Gabriele Siegert & Werner Wirth ● издатель Springer Fachmedien Wiesbaden GmbH ● город Wiesbaden ● Страна DE ● опубликованный 2015 ● Загружаемые 24 месяцы ● валюта EUR ● Код товара 4511412 ● Защита от копирования Социальный DRM

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