ISBN: 9783659106316

[ED: Taschenbuch], [PU: LAP Lambert Academic Publishing], Neuware - Does the choice of a medium, by which a company's advertising message is carried, communicate something about that comp… Altro …

[ED: Taschenbuch], [PU: LAP Lambert Academic Publishing], Neuware - Does the choice of a medium, by which a company's advertising message is carried, communicate something about that company's commitment to act responsibly towards nature Does the choice of a medium that consumers perceive as more harmful for the green environment impact ad and brand evaluations more negatively than a medium that they perceive as less harmful And if so, to what extent do companies have knowledge of such change in consumer media behavior and thereby take into account the green environmental aspect with media selection Driven by such questions, and by way of an experiment, secondary data analysis, interviews and surveys this book explores green media selection and its impact on communication effectiveness from both the consumer's and the company's perspective. Building on theories of advertising planning and media selection this book contributes with four empirical studies to increase the understanding of green advertising media and how consumers' eco-harmful media perceptions impact communication effectiveness. The findings shed light on the importance of taking the green environmental aspect into account when practitioners select advertising media., DE, [SC: 0.00], Neuware, gewerbliches Angebot, 220x150x22 mm, 360, [GW: 552g], PayPal, Offene Rechnung, Banküberweisung, Sofortüberweisung, Internationaler Versand<

2013, ISBN: 3659106313

[EAN: 9783659106316], Neubuch, [PU: LAP LAMBERT Academic Publishing], nach der Bestellung gedruckt Neuware -Does the choice of a medium, by which a company's advertising message is carrie… Altro …

[EAN: 9783659106316], Neubuch, [PU: LAP LAMBERT Academic Publishing], nach der Bestellung gedruckt Neuware -Does the choice of a medium, by which a company's advertising message is carried, communicate something about that company's commitment to act responsibly towards nature Does the choice of a medium that consumers perceive as more harmful for the green environment impact ad and brand evaluations more negatively than a medium that they perceive as less harmful And if so, to what extent do companies have knowledge of such change in consumer media behavior and thereby take into account the green environmental aspect with media selection Driven by such questions, and by way of an experiment, secondary data analysis, interviews and surveys this book explores green media selection and its impact on communication effectiveness from both the consumer's and the company's perspective. Building on theories of advertising planning and media selection this book contributes with four empirical studies to increase the understanding of green advertising media and how consumers' eco-harmful media perceptions impact communication effectiveness. The findings shed light on the importance of taking the green environmental aspect into account when practitioners select advertising media. 360 pp. Englisch, Books<

ISBN: 9783659106316

Medium: Taschenbuch, Einband: Kartoniert / Broschiert, Titel: Green Media, Titelzusatz: Exploring Green Media Selection and its Impact on Communication Effectiveness, Autor: Rademaker, Cl… Altro …

Medium: Taschenbuch, Einband: Kartoniert / Broschiert, Titel: Green Media, Titelzusatz: Exploring Green Media Selection and its Impact on Communication Effectiveness, Autor: Rademaker, Claudia A., Verlag: LAP Lambert Academic Publishing, Sprache: Englisch, Schlagworte: Bibliotheks // und Informationswissenschaften // Museumskunde // Kultur // und Medienwissenschaften, Rubrik: Medienwissenschaften // Sonstiges, Seiten: 360, Informationen: Paperback, Gewicht: 552 gr, Verkäufer: averdo Belletristik<

2013, ISBN: 9783659106316

LAP LAMBERT Academic Publishing, Taschenbuch, 360 Seiten, Publiziert: 2013-07-18T00:00:01Z, Produktgruppe: Book, 1.16 kg, Recht, Kategorien, Bücher, Medienwissenschaft, Sozialwissenschaft… Altro …

LAP LAMBERT Academic Publishing, Taschenbuch, 360 Seiten, Publiziert: 2013-07-18T00:00:01Z, Produktgruppe: Book, 1.16 kg, Recht, Kategorien, Bücher, Medienwissenschaft, Sozialwissenschaft, Bibliotheks- & Informationswissenschaft, Radio, Film, Kunst & Kultur, LAP LAMBERT Academic Publishing, 2013<

2013, ISBN: 3659106313

Kartoniert / Broschiert, mit Schutzumschlag 11, [PU:LAP LAMBERT Academic Publishing]