E-Books →Interkulturelle Werbung
Published by: book79 on 23-11-2024, 04:06 | 
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Free Download Interkulturelle Werbung By Dr. Wendelin G. Müller (auth.)
1997 | 292 Pages | ISBN: 3790809667 | PDF | 11 MB
Mit dem Ziel, den Grad der Standardisierbarkeit interkultureller Werbung genau zu quantifizieren, wird eine empirische Untersuchung vorgenommen. Hierzu werden die kommunikationstheoretischen und psychologischen Grundlagen der Werbung ausgearbeitet und in ein Modell der interkulturellen Werbung integriert. Der Einfluß von Kultur auf die Wirkung von Werbung wird genau operationalisiert. Die bisherigen Ansätze zur Werbestandardisierung werden umfassend empirisch dargestellt.
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