Kongruenz in der Crossmedia-Kommunikation

Kongruenz in der Crossmedia-Kommunikation

Christina Beyer

90,88 €
IVA incluido
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Editorial:
Springer Nature B.V.
Año de edición:
2019
ISBN:
9783658284237
90,88 €
IVA incluido
Disponible

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Sobre IBD

Forschungsergebnisse zeigen, dass Crossmedia-Kommunikation im Vergleich zu monomedialen Kampagnen eine höhere Werbewirkung erzielen kann. Wichtige Einflussfaktoren stellen hierbei die inhaltliche und formale Ausgestaltung sowie der Grad der Integration - also die Kongruenz - der Werbemittel dar. Christina Beyer untersucht die Wirkung von inhaltlicher sowie formaler (In-)Kongruenz auf den Werbeerfolg und leitet Implikationen für die Kommunikationspolitik ab. Eine Inhaltsanalyse von Online- und Offline-Werbung sowie ein experimenteller Versuchsaufbau liefern die methodischen Grundlagen

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