UID:
edocfu_9959086793502883
Format:
1 online resource (184 pages).
Edition:
Reprint 2019
ISBN:
3-11-136999-4
Series Statement:
Sammlung Göschen ; 5009
Content:
To celebrate the 270th anniversary of the De Gruyter publishing house, the company is providing permanent open access to 270 selected treasures from the De Gruyter Book Archive. Titles will be made available to anyone, anywhere at any time that might be interested. The DGBA project seeks to digitize the entire backlist of titles published since 1749 to ensure that future generations have digital access to the high-quality primary sources that De Gruyter has published over the centuries.
Note:
Frontmatter --
,
INHALT --
,
ERSTER TEIL: GRUNDLAGEN --
,
1. PSYCHOLOGIE IN DER WERBUNG --
,
2. BEEINFLUSSUNG DURCH WERBUNG --
,
3. WIDERSTAND GEGEN WERBUNG --
,
4. STEUERUNG DER WERBEBEEINFLUSSUNG DURCH SEINE SIMULATION --
,
ZWEITER TEIL: MODELLE --
,
5. REKLAME-MODELL --
,
6. IMPACT-MODELL --
,
7. EINSTELLUNGSMODELL --
,
8. IMAGE-MODELL --
,
9. MOTIVATIONSMODELL --
,
10. PSYCHOANALYTISCHES MODELL --
,
11. MEDIALES BEEINFLUSSUNGSMODELL --
,
12. ADOPTIONSMODELL --
,
LITERATUR --
,
NAMEN- UND SACHVERZEICHNIS
,
In German.
Additional Edition:
ISBN 3-11-004023-9
Language:
German
DOI:
10.1515/9783111369990
