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Werbewirksamkeit geradliniger versus dramatischer Anzeigen

Werbewirksamkeit geradliniger versus dramatischer Anzeigen

Indrani Mukherjee / Pousali Banerjee

53,91 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Psicología
ISBN:
9786208961213
53,91 €
IVA incluido
Disponible

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Sobre IBD

Werbewirksamkeit von geradliniger und dramatischer Werbung für leicht verderbliche Konsumgüter in einem visuellen Medium für junge Erwachsene - Männer und Frauen. Bei der Untersuchung handelte es sich um ein Laborexperiment (mit einem 2*2 faktoriellen Design). Die Werbewirksamkeit wurde mit dem 'Index der Werbewirksamkeit' gemessen. Um die Richtigkeit oder Falschheit der zuvor aufgestellten Forschungshypothesen zu überprüfen, wurde eine zweiseitige ANOVA durchgeführt.

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