Trojanische Wolf

Trojanische Wolf

          
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About the Book

Inhaltlich unveränderte Neuauflage. Dieses Buch ist Zeitverschwendung. Schließlich geht es um Werbung, und die ist den meisten Menschen relativ egal. Und doch ist Werbung ein kleines Mysterium. Denn wie sie wirkt, ob und wie sie unsere Entscheidungen beeinflusst, das konnte bislang weder die Werbewirkungsforschung noch die Werbepraxis abschließend beweisen. Die Forschung klagt, die Praxis nehme ihre Ansätze nicht ernst. Die Praxis kritisiert, die Theorien seien realitätsfremd und nicht umsetzbar. Aber nach welchen Regeln arbeiten Werbeagenturen dann? Diese Arbeit ist der Versuch, beide Lager in einem Diskurs zu vereinen. Sie fasst den Stand der Werbewirkungsforschung zusammen und zeigt - in einer Diskursanalyse von Selbstdarstellungen deutscher Werbeagenturen - wie die Macher Werbung und ihre Wirkung erklären. "Der Trojanische Wolf" richtet sich an praktisch denkende Werbeforscher und wissenschaftlich denkende Werbepraktiker. Das Buch zielt auf Marketing-Entscheider, die ihre Agentur ein wenig besser verstehen wollen - und auf den Werbe-Nachwuchs: Weil es theoretische Grundlagen der Werbewirkungsforschung komprimiert und verstan̈ dlich zusammenfasst. Und weil es vielleicht dabei hilft, einen zukünftigen Arbeitgeber zu finden bzw. zu vermeiden.


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Product Details
  • ISBN-13: 9783639398939
  • Publisher: AV Akademikerverlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Width: 152 mm
  • ISBN-10: 3639398939
  • Publisher Date: 10 Apr 2012
  • Height: 229 mm
  • No of Pages: 180
  • Series Title: German
  • Weight: 272 gr


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