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type_genre:"Konferenzschrift"
~type_genre:"Aufsatz im Buch"
~type_genre:"Aufsatz in Zeitschrift"
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Search: subject_exact:"Werbekonzeption"
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Advertising planning
496
Werbeplanung
496
Advertising effects
129
Werbewirkung
129
Werbung
74
Advertising
73
Marketing management
71
Marketingmanagement
71
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61
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48
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39
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36
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36
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33
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33
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25
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25
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23
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19
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Psychology of advertising
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Werbepsychologie
18
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14
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14
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14
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59
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King, Stephen
13
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7
Naik, Prasad A.
5
Steffenhagen, Hartwig
5
Cheong, Yunjae
4
Esch, Franz-Rudolf
4
Kim, Kihan
4
Okazaki, Shintaro
4
Pelsmacker, Patrick de
4
Bruhn, Manfred
3
Dahlén, Micael
3
Eisend, Martin
3
Fulgoni, Gian
3
Gou, Qinglong
3
Huang, Zhimin
3
Koncz, Julia
3
Koslow, Scott
3
Mayzlin, Dina
3
Pepels, Werner
3
Peters, Kay
3
Putte, Bas van den
3
Schultz, Don E.
3
Anderson, Simon P.
2
Araujo, Luis
2
Berndt, Ralph
2
Bhatnagar, Namita
2
Bocci, Elena
2
Brunner, Christian Boris
2
Chandra, Ambarish
2
Chang, Chun-tuan
2
Cornelis, Erlinde
2
Danaher, Peter J.
2
De Rosa, Annamaria Silvana
2
Dens, Nathalie
2
Elliott, Caroline
2
Fairlie, Robin
2
Farris, Paul W.
2
Feldwick, Paul
2
Finne, Åke
2
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ICORIA <9, 2010, Madrid>
1
Springer Fachmedien Wiesbaden
1
Stereotypen und Wissensrepräsentationen in Marketing und Werbung <Veranstaltung> <2015, Darmstadt>
1
Verband Deutscher Maschinen- und Anlagenbau / Abteilung Betriebswirtschaft
1
Werbefachliche Tagung <6, 1988, Frankfurt, Main>
1
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Journal of advertising research
28
International journal of advertising : the quarterly review of marketing communications
21
Journal of advertising : official publication of the American Academy of Advertising
20
Leitfaden Online-Marketing ; [Bd. 1]
19
A master class in brand planning : the timeless works of Stephen King
17
Journal of marketing communications
11
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
11
PR-Kampagnen
9
Current insights and future trends : [extended versions of papers presented at the 10th ICORIA (International Conference on Research in Advertising), held in Berlin, Germany, in June 2011]
7
Journal of business research : JBR
7
The Sage handbook of advertising
7
Handbook of research on effective advertising strategies in the social media age
6
Handbuch Kommunikation : Grundlagen, innovative Ansätze, praktische Umsetzungen
6
Handbuch Kommunikationsmanagement
5
Journal of marketing research : JMR
5
Journal of marketing theory and practice
5
Journal of public policy & marketing : JPP & M ; an annual publ. of the Division of Research, Graduate School of Business Administration, University of Michigan
5
Marketing : ZFP ; journal of research and management
5
Strategische Kommunikationsplanung
5
Dialogmarketing Perspektiven 2009/2010 : Tagungsband 4. Wissenschaftlicher Interdisziplinärer Kongress für Dialogmarketing
4
European journal of marketing : EJM
4
Journal of promotion management : JPM
4
Kampagnen, Kontakte, Konkurrenz : Potentiale der Radiowerbung
4
PR-Kampagnen : über die Inszenierung von Öffentlichkeit
4
Akzente
3
European journal of operational research : EJOR
3
Handbuch Unternehmenskommunikation
3
Harvard-Business-Manager : das Wissen der Besten
3
International journal of market research : JMRS ; the journal of the Market Research Society
3
Journal of direct, data and digital marketing practice : the international journal of the Institute of Direct Marketing
3
Measuring and managing brands
3
The Rand journal of economics
3
The journal of industrial economics
3
Advertising and communication : proceedings 4th International Conference on Research in Advertising (ICORIA), Saarland University, June 2 - 4, 2005, Saarbruecken
2
Applied economics
2
Brand Planning : starke Strategien für Marken und Kampagnen
2
Die Bank
2
Die Unternehmung : Swiss journal of business research and practice ; Organ der Schweizerischen Gesellschaft für Betriebswirtschaft (SGB)
2
Die neue Macht des Marketing : wie Sie Ihr Unternehmen mit Emotion, Innovation und Präzision profilieren
2
Erfolgsfaktor Innovation : mit 7 Tabellen
2
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ECONIS (ZBW)
496
USB Cologne (EcoSocSci)
1
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71
How to use multichannel behavior to predict online conversions : behavior patterns across online channels inform strategies for turning users into paying customers
Klapdor, Sebastian
;
Anderl, Eva
;
Schumann, Jan Hendrik
; …
- In:
Journal of advertising research
55
(
2015
)
4
,
pp. 433-442
Persistent link: https://www.econbiz.de/10011429169
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72
Mixed-media modeling may help optimize campaign recognition and brand interest : how to apply the "mixture-amount modeling" method to cross-platform effectiveness measurement
Aleksandrovs, Leonids
;
Goos, Peter
;
Dens, Nathalie
; …
- In:
Journal of advertising research
55
(
2015
)
4
,
pp. 443-457
Persistent link: https://www.econbiz.de/10011429184
Saved in:
73
Cat videos for a cause : a nonprofit social media marketing case study of the Central Brevard Humane Society
Schaefer, Gayla
;
Hersey, Leigh Nanney
- In:
Cases on strategic social media utilization in the …
,
(pp. 123-152)
.
2015
Persistent link: https://www.econbiz.de/10010507691
Saved in:
74
Digital game changers : how social media will help usher in the era of mobile and multi-platform campaign-effectiveness measurement
Fulgoni, Gian
;
Lipsman, Andrew
- In:
Journal of advertising research
54
(
2014
)
1
,
pp. 11-16
Persistent link: https://www.econbiz.de/10010354601
Saved in:
75
What makes a Super Bowl ad super? : five-act dramatic form affects consumer super bowl advertising ratings
Quesenberry, Keith A.
;
Coolsen, Michael K.
- In:
Journal of marketing theory and practice
22
(
2014
)
4
,
pp. 437-454
Persistent link: https://www.econbiz.de/10010510247
Saved in:
76
Kommunikationsinstrumente für After Sales Services
Pepels, Werner
-
2014
Persistent link: https://www.econbiz.de/10010457850
Saved in:
77
Agency-generated research of consumer-generated content : the risks, best practices, and ethics
Dickinson-Delaporte, Sonia
;
Kerr, Gayle
- In:
Journal of advertising research
54
(
2014
)
4
,
pp. 469-478
Persistent link: https://www.econbiz.de/10010481162
Saved in:
78
Trading dollars for dollars : the price of attention online and offline
Gentzkow, Matthew Aaron
- In:
The American economic review
104
(
2014
)
5
,
pp. 481-488
Persistent link: https://www.econbiz.de/10010390862
Saved in:
79
Budget planning for coupled campaigns in sponsored search auctions
Yang, Yanwu
;
Qin, Rui
;
Jansen, Bernard J.
;
Zhang, Jie
; …
- In:
International journal of electronic commerce : IJEC
18
(
2013/14
)
3
,
pp. 39-65
Persistent link: https://www.econbiz.de/10010360063
Saved in:
80
Gender stereotypes as a double-edged sword in political advertising : persuasion effects of campaign theme and advertising style
Lee, Yu-kang
- In:
International journal of advertising : the quarterly …
33
(
2014
)
2
,
pp. 203-234
Persistent link: https://www.econbiz.de/10010362929
Saved in:
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