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Search: subject_exact:"Werbekampagne"
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Werbeplanung
806
Advertising planning
801
Werbewirkung
222
Advertising effects
217
Werbung
193
Advertising
163
Marketingmanagement
146
Marketing management
142
Deutschland
132
Germany
117
Werbekampagne
105
Theorie
98
Theory
98
Online-Marketing
97
Internet marketing
94
Werbeträger
84
Advertising media
82
Consumer behaviour
77
Konsumentenverhalten
77
USA
77
United States
72
Werbewirtschaft
67
Brand management
66
Markenführung
66
Marketing
65
Advertising industry
60
Zielgruppe
54
Target group
53
Öffentlichkeitsarbeit
44
Public relations
38
Psychology of advertising
36
Werbepsychologie
36
Direktmarketing
30
Markenartikel
30
Brand
29
Market research
29
Marktforschung
29
Erfolgsfaktor
27
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27
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26
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57
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492
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385
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22
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48
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33
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32
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32
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Sammelwerk
21
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16
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12
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12
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9
Reprint
8
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6
Handbuch
6
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5
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4
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4
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4
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3
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3
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3
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2
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English
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German
339
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12
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4
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1
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King, Stephen
13
Unger, Fritz
10
Fuchs, Wolfgang
7
Gierl, Heribert
7
Naik, Prasad A.
7
Steffenhagen, Hartwig
7
Brunner, Christian Boris
6
Chandra, Ambarish
6
Pelsmacker, Patrick de
6
Esch, Franz-Rudolf
5
Pepels, Werner
5
Percy, Larry
5
Rossiter, John R.
5
Schultz, Don E.
5
Schweiger, Günter
5
Westwood, John
5
Cheong, Yunjae
4
Elliott, Richard
4
Gärtner, Robert Henrik
4
Kaiser, Ulrich
4
Kim, Kihan
4
Okazaki, Shintaro
4
Peters, Kay
4
Schrattenecker, Gertraud
4
Spilski, Anja
4
Tellis, Gerard J.
4
Anderson, Simon P.
3
Baetzgen, Andreas
3
Baye, Michael R.
3
Blakeman, Robyn
3
Bruhn, Manfred
3
Dahlén, Micael
3
Danaher, Peter J.
3
Eisend, Martin
3
Fischer, Heinz
3
Fulgoni, Gian
3
Galeotti, Andrea
3
Gijsenberg, Maarten J.
3
Gordon, Brett R.
3
Gou, Qinglong
3
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Springer Fachmedien Wiesbaden
11
Deutsche Werbewissenschaftliche Gesellschaft
4
Axel-Springer-Verlag / Media-Service
2
Europäische Agentur für Sicherheit und Gesundheitsschutz am Arbeitsplatz
2
Springer Gabler <Firma>
2
Technische Universität Braunschweig
2
Österreichische Werbewissenschaftliche Gesellschaft
2
Books on Demand GmbH <Norderstedt>
1
Chambre de commerce et d'industrie de Paris
1
Communication, Advertising and Marketing Education Foundation
1
Deutsche Marketinginitiative <Teisendorf>
1
Duncker & Humblot
1
Fachhochschule Reutlingen / European School of Business
1
Frankfurter Allgemeine Buch
1
ICORIA <9, 2010, Madrid>
1
IGI Global
1
National Bureau of Economic Research
1
Rheinwerk Verlag
1
Stereotypen und Wissensrepräsentationen in Marketing und Werbung <Veranstaltung> <2015, Darmstadt>
1
The Nielsen Company (Germany)
1
Uni-Taschenbücher GmbH
1
Universitetet i Oslo / Økonomisk institutt
1
Verlag Dr. Kovač
1
World Advertising Research Center <Henley-on-Thames>
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
SpringerLink / Bücher
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
UTB / Betriebswirtschaftslehre
5
Dialogmarketing Perspektiven 2009/2010 : Tagungsband 4. Wissenschaftlicher Interdisziplinärer Kongress für Dialogmarketing
4
European journal of marketing : EJM
4
Faculty & research / Insead : working paper series
4
Journal of promotion management : JPM
4
Kampagnen, Kontakte, Konkurrenz : Potentiale der Radiowerbung
4
PR-Kampagnen : über die Inszenierung von Öffentlichkeit
4
Research
4
Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
3
Akzente
3
Beiträge des Instituts für Empirische Wirtschaftsforschung
3
European journal of operational research : EJOR
3
Gabler Edition Wissenschaft
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
Springer eBook Collection
3
The Rand journal of economics
3
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ECONIS (ZBW)
832
USB Cologne (EcoSocSci)
67
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251
Optimal resource allocation with time-varying marketing effectiveness, margins and costs
Raman, Kalyan
;
Mantrala, Murali K.
;
Sridhar, Shrihari
; …
- In:
Journal of interactive marketing : a quarterly …
26
(
2012
)
1
,
pp. 43-52
Persistent link: https://www.econbiz.de/10009490133
Saved in:
252
The value relevance of brand equity in the financial services industry : an empirical analysis using quantile regression
Wang, Hanmin
;
Yu, Tiffany Hui-Kuang
;
Ye, Fang-ru
- In:
Service business
6
(
2012
)
4
,
pp. 459-471
Persistent link: https://www.econbiz.de/10009663623
Saved in:
253
Internet adoption and advertising expenditures on traditional media : an empirical analysis using a panel of countries
Zentner, Alejandro
- In:
Journal of economics & management strategy : JEMS
21
(
2012
)
4
,
pp. 913-926
Persistent link: https://www.econbiz.de/10009673083
Saved in:
254
Der Wettbewerb um Verbindlichkeit oder : kann Facebook Bier verkaufen?
Terlohr, Thorsten
;
Künkler, Ben
- In:
Social Branding : Strategien - Praxisbeispiele - …
,
(pp. 225-236)
.
2012
Persistent link: https://www.econbiz.de/10009553523
Saved in:
255
Culturally incongruent messages in international advertising
Cui, Geng
;
Yang, Xiaoyan
;
Wang, Haizhong
;
Liu, Hongyan
- In:
International journal of advertising : the quarterly …
31
(
2012
)
2
,
pp. 355-376
Persistent link: https://www.econbiz.de/10009557907
Saved in:
256
Real-Time-Bidding und die Entwicklung des datengetriebenen Dialogmarketings
Ceyp, Michael H.
;
Guhlke, Tobias
- In:
Dialogmarketing-Perspektiven 2011/2012 : Tagungsband ; …
,
(pp. 183-192)
.
2012
Persistent link: https://www.econbiz.de/10009559275
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257
Creative leaders' views on managing advertising creativity
Oliver, Jason D.
;
Ashley, Christy
- In:
Journal of marketing theory and practice
20
(
2012
)
3
,
pp. 335-348
Persistent link: https://www.econbiz.de/10009619143
Saved in:
258
Profiting from uncertainty
Raman, Kalyan
- In:
Quantitative marketing and marketing management : …
,
(pp. 501-515)
.
2012
Persistent link: https://www.econbiz.de/10009621553
Saved in:
259
Suchmaschinenwerbung : zur ökonomischen Wirkung der Steuerungsinstrumente unter Berücksichtigung einer Werbestrategie in Zeitungen
Schultz, Carsten D.
-
2012
-
1. Aufl.
Persistent link: https://www.econbiz.de/10009622588
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260
Impact of social network structure on content propagation : a study using YouTube data
Yoganarasimhan, Hema
- In:
Quantitative marketing and economics : QME
10
(
2012
)
1
,
pp. 111-150
Persistent link: https://www.econbiz.de/10009526832
Saved in:
261
Advertising strategy : consumer mindsets and message alignment
Rucker, Derek D.
- In:
Handbook of marketing strategy
,
(pp. 186-197)
.
2012
Persistent link: https://www.econbiz.de/10009530863
Saved in:
262
Spokescharacters
Folse, Judith Anne Garretson
;
Netemeyer, Richard G.
; …
- In:
Journal of advertising : official publication of the …
41
(
2012
)
1
,
pp. 17-32
Persistent link: https://www.econbiz.de/10009536717
Saved in:
263
Optimizing room capacity and profitability for Hong Kong hotels
Tsai, Henry
;
Gu, Zheng
- In:
Journal of travel and tourism marketing
29
(
2012
)
1/2
,
pp. 57-68
Persistent link: https://www.econbiz.de/10009537280
Saved in:
264
Advertising strategies in electronic retailing : a differential games approach
Liu, Dengpan
;
Kumar, Subodha
;
Mookerjee, Vijay S.
- In:
Information systems research : ISR
23
(
2012
)
3/2/2
,
pp. 903-917
Persistent link: https://www.econbiz.de/10009656995
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265
Account planning : applying an advertising discipline to health communication and social marketing
Mackert, Michael
- In:
Health marketing quarterly
29
(
2012
)
3
,
pp. 270-282
Persistent link: https://www.econbiz.de/10009657660
Saved in:
266
How does shifting ad budgets impact trust in advertising media?
Eisend, Martin
;
Knoll, Silke
;
Schmidt, Susanne
; …
- In:
Current insights and future trends : [extended versions …
,
(pp. 353-363)
.
2012
Persistent link: https://www.econbiz.de/10009748086
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267
Creative media choice as a marketing signal
Rosengren, Sara
;
Dahlén, Micael
- In:
Current insights and future trends : [extended versions …
,
(pp. 343-351)
.
2012
Persistent link: https://www.econbiz.de/10009748087
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268
Gender and age as factors influencing consumer responses to soft-sell ads : a multi-country comparison
Diehl, Sandra
;
Mueller, Barbara
;
Okazaki, Shintaro
- In:
Current insights and future trends : [extended versions …
,
(pp. 291-302)
.
2012
Persistent link: https://www.econbiz.de/10009748091
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269
Ad intrusiveness of location-based advertising : a virtual reconstruction
Hühn, Arief Ernst
;
Ketelaar, Paul
;
Khan, Vassilis-Javed
; …
- In:
Current insights and future trends : [extended versions …
,
(pp. 191-207)
.
2012
Persistent link: https://www.econbiz.de/10009748099
Saved in:
270
The impact of message sidedness on adolescents' binge drinking intentions after peer pressure : the moderating role of issue involvement
Cornelis, Erlinde
;
Cauberghe, Verolien
;
Pelsmacker, …
- In:
Current insights and future trends : [extended versions …
,
(pp. 69-79)
.
2012
Persistent link: https://www.econbiz.de/10009748175
Saved in:
271
Immediate and delayed effects of message sidedness
Küster-Rohde, Franziska
;
Eisend, Martin
- In:
Current insights and future trends : [extended versions …
,
(pp. 55-65)
.
2012
Persistent link: https://www.econbiz.de/10009748177
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272
Effects of slim and heavy advertising models on appearence, self-esteem and product evaluations
Hüttl-Maack, Verena
;
Gierl, Heribert
- In:
Current insights and future trends : [extended versions …
,
(pp. 29-42)
.
2012
Persistent link: https://www.econbiz.de/10009748179
Saved in:
273
New drug diffusion when forward-looking physicians learn from patient feedback and detailing
Chintagunta, Pradeep K.
;
Goettler, Ronald L.
;
Kim, Minki
- In:
Journal of marketing research : JMR
49
(
2012
)
6
,
pp. 807-821
Persistent link: https://www.econbiz.de/10009688811
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274
Discovering how advertising grows sales and builds brands
Bruce, Norris I.
;
Peters, Kay
;
Naik, Prasad A.
- In:
Journal of marketing research : JMR
49
(
2012
)
6
,
pp. 793-806
Persistent link: https://www.econbiz.de/10009688816
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275
Advertising and consumer awareness of new, differentiated products
Barroso, Alicia
;
Llobet, Gerard
- In:
Journal of marketing research : JMR
49
(
2012
)
6
,
pp. 773-792
Persistent link: https://www.econbiz.de/10009688821
Saved in:
276
Between physical and virtual reality : the case of Benetton Brand, "A Company that is Born from Ideas"
De Rosa, Annamaria Silvana
;
Bocci, Elena
- In:
Branding and sustainable competitive advantage : …
,
(pp. 69-95)
.
2012
Persistent link: https://www.econbiz.de/10009707215
Saved in:
277
Assessing the appropriateness of movies as vehicles for promoting tourist destinations
Redondo, Ignacio
- In:
Journal of travel and tourism marketing
29
(
2012
)
7/8
,
pp. 714-729
Persistent link: https://www.econbiz.de/10009711010
Saved in:
278
Competitive effects of purchase-based targeted advertising
Zhang, Jianqiang
;
Zhong, Weijun
;
Mei, Shue
- In:
Journal of electronic commerce in organizations : the …
10
(
2012
)
4
,
pp. 71-84
Persistent link: https://www.econbiz.de/10009715358
Saved in:
279
Are nutrient-content claims always effective? : match-up effects between product type and claim type in food advertising
Choi, Hojoon
;
Paek, Hye-jin
;
King, Karen Whitehill
- In:
International journal of advertising : the quarterly …
31
(
2012
)
2
,
pp. 421-443
Persistent link: https://www.econbiz.de/10009744448
Saved in:
280
The effectiveness of regulatory (in)congruent ads : the moderating role of an ad's rational versus emotional tone
Cornelis, Erlinde
;
Adams, Leen
;
Cauberghe, Veroline
- In:
International journal of advertising : the quarterly …
31
(
2012
)
2
,
pp. 397-420
Persistent link: https://www.econbiz.de/10009744449
Saved in:
281
Psychological ownership : a social marketing advertising message appeal? : not for women
Folse, Judith Anne Garretson
;
Moulard, Julie Guidry
; …
- In:
International journal of advertising : the quarterly …
31
(
2012
)
2
,
pp. 291-315
Persistent link: https://www.econbiz.de/10009744452
Saved in:
282
Missing ingredients in cause-related advertising : the right formula of execution style and cause framing
Chang, Chun-tuan
- In:
International journal of advertising : the quarterly …
31
(
2012
)
2
,
pp. 231-256
Persistent link: https://www.econbiz.de/10009744453
Saved in:
283
Conflict and advertising planning : consequences of networking for advertising planning
Grant, Ian
;
McLeod, Charlotte
;
Shaw, Eleanor
- In:
European journal of marketing : EJM
46
(
2012
)
1/2
,
pp. 73-91
Persistent link: https://www.econbiz.de/10009514322
Saved in:
284
The importance and relevance of integrated marketing communications : a global perspective
Kitchen, Philip J.
;
Tourky, Marwa
- In:
Handbook of research on international advertising
,
(pp. 473-496)
.
2012
Persistent link: https://www.econbiz.de/10009514363
Saved in:
285
Increasing the effectiveness of benefit arguments : a regulatory fit perspective
Gierl, Heribert
;
Pagel, Sabine
- In:
Marketing : ZFP ; journal of research and management
34
(
2012
)
1
,
pp. 22-39
Persistent link: https://www.econbiz.de/10009514756
Saved in:
286
Sample size in content analysis of advertising : the case of Chilean consumer magazines
Uribe, Rodrigo
;
Manzur, Enrique
- In:
International journal of advertising : the quarterly …
31
(
2012
)
4
,
pp. 907-920
Persistent link: https://www.econbiz.de/10009674955
Saved in:
287
Behavioural evidence for the effectiveness of threat appeals in the promotion of healthy food to children
Charry, Karine M.
;
Demoulin, Nathalie T. M.
- In:
International journal of advertising : the quarterly …
31
(
2012
)
4
,
pp. 773-794
Persistent link: https://www.econbiz.de/10009674966
Saved in:
288
Are guilt appeals a panacea in green advertising? : the right formula of issue proximity and environmental consciousness
Chang, Chun-tuan
- In:
International journal of advertising : the quarterly …
31
(
2012
)
4
,
pp. 741-771
Persistent link: https://www.econbiz.de/10009674969
Saved in:
289
Advertising the US. National Organic standard : a well-intentioned cue lost in the shuffle?
Guion, Deirdre T.
;
Stanton, Julie V.
- In:
Journal of promotion management : JPM
18
(
2012
)
4
,
pp. 514-535
Persistent link: https://www.econbiz.de/10009678848
Saved in:
290
Jahrbuch der Werbung ...
Berlin : Econ
-
45.2008 - 49.2012
Persistent link: https://www.econbiz.de/10003656766
Saved in:
291
Strategic advertising management
Percy, Larry
;
Elliott, Richard
-
2012
-
4. ed.
Persistent link: https://www.econbiz.de/10013480347
Saved in:
292
How 30 great ads were made : from idea to campaign
Williams, Eliza
-
2012
Persistent link: https://www.econbiz.de/10009497813
Saved in:
293
Go mobile : location based marketing, apps, mobile optimized ad campaigns, 2D codes and other mobile strategies to grow your business
Hopkins, Jeanne
;
Turner, Jamie
-
2012
Persistent link: https://www.econbiz.de/10009498064
Saved in:
294
Marketplace advocacy campaigns : generating public support for business and industry
Miller, Barbara Manning
-
2012
Persistent link: https://www.econbiz.de/10009498182
Saved in:
295
Whiteness, ethnic minorities and advertising in travel brochures
Burton, Dawn
;
Klemm, Mary
- In:
The service industries journal
31
(
2011
)
5/6
,
pp. 679-693
Persistent link: https://www.econbiz.de/10009127051
Saved in:
296
How to write a marketing plan
Westwood, John
-
2011
-
Rev. 3rd ed.
Persistent link: https://www.econbiz.de/10008698282
Saved in:
297
Advertising agencies : the most calcified part of the process
Nyren, Chuck
- In:
The silver market phenomenon : marketing and innovation …
,
(pp. 249-262)
.
2011
Persistent link: https://www.econbiz.de/10008746321
Saved in:
298
Marketing communications for the SME
Eng, Teck Yong
;
Spickett-Jones, Graham
- In:
Entrepreneurship marketing : principles and practice of …
,
(pp. 159-170)
.
2011
Persistent link: https://www.econbiz.de/10008822539
Saved in:
299
Werbecharaktere im Umfeld fiktionaler Medienwelten : eine Analyse der Übertragbarkeit fiktionaler Bedeutungen auf die Werbung
Spilski, Anja
-
2011
-
1. Aufl.
Persistent link: https://www.econbiz.de/10008823069
Saved in:
300
Advertising strategy for outbound travel services
Kang, Inwon
;
Cheon, Deokhee
;
Shin, Matthew M.
- In:
Service business
5
(
2011
)
4
,
pp. 361-380
Persistent link: https://www.econbiz.de/10009535222
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