Werbepsychologie / Hans-Joachim Hoffmann.

Format:

Book

Author/Creator:

Hoffmann, Hans-Joachim, author.

Series:

Sammlung Göschen ; Band 5009.

Sammlung Göschen ; 5009

Language:

German

Subjects (All):

Advertising--Psychological aspects.

Advertising.

Physical Description:

1 online resource (184 pages).

Edition:

Reprint 2019

Place of Publication:

Berlin ; Boston : De Gruyter, [2019]

Language Note:

In German.

Summary:

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.

Contents:

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

Notes:

Title from eBook information screen..

This eBook is made available Open Access under a CC BY-NC-ND 4.0 license: https://creativecommons.org/licenses/by-nc-nd/4.0 https://www.degruyter.com/dg/page/open-access-policy

Description based on online resource; title from PDF title page (publisher's Web site, viewed 22. Okt 2019)

ISBN:

3-11-136999-4

OCLC:

1099976270