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results: 1
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Author:
Wirth, Werner
;
Matthes, Joerg
;
Schemer, Christian
;
Husmann, Thomas
Editor / Collaborator:
Trepte, Sabine; Hasebrink, Uwe; Schramm, Holger
Title:
Product Placements als Trojanische Pferde? Experimentelle Befunde zur Persuasion ohne explizite Erinnerung.
Publisher Statement:
Baden-Baden: Nomos / Ed. R. Fischer 2009, S. 97-114.
Collection:
Strategische Kommunikation und Mediengestaltung. Anwendung und Erkenntnisse der Rezeptions- und Wirkungsforschung.
Language:
german
Publication Year:
2009
Publication Type:
research report; contribution
Descriptors:
influence
;
attitude
;
involvement
;
media market research
;
online survey
;
persuasive communication
;
forms of advertising
;
advertising effect
;
advertising
