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Erfolgskontrolle der Integrierten Kommunikation : Messung des Entwicklungsstandes integrierter Kommunikationsarbeit in Unternehmen

Stumpf, Marcus - 2005

1. Erfolgskontrolle als vernachlässigter Bereich der Integrierten Kommunikation -- 1.1 Notwendigkeit und Entwicklung … der Integrierten Kommunikation -- 1.2 Stand der Forschung zur Integrierten Kommunikation und deren Erfolgskontrolle -- 1 ….3 Erfolgskontrolle auf Basis der Erfolgsfaktorenforschung -- 1.4 Ziele und Forschungsfragen der Arbeit -- 1.5 Gang der Arbeit -- 2. Stand …

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Unintended effects of incentivizing consumers to recommend a favorite brand

Anghelcev, George - In: Journal of marketing communications 21 (2015) 3, pp. 210-223

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Processing contradictory brand information from advertising and social media : an application of the multiple-motive heuristic-systematic model

Kim, Kyongseok; King, Karen Whitehill; Kim, Jooyoung - In: Journal of marketing communications 24 (2018) 8, pp. 801-822

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Appealing to men and women using sexual appeals in advertising : in the battle of the sexes, is a truce possible?

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The role of medium content and ad format congruity in influencing advertising outcomes

Bishop, Melissa M.; Brocato, E. Deanne; Vijayalakshmi, … - In: Journal of marketing communications 23 (2017) 4, pp. 371-384

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The impact of the length of preceding and succeeding ads on television advertising effectiveness

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Do social advergames affect brand attitudes and advocacy?

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Professionals' view of comparative advertising and the scholarly research literature : a review and synthesis

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Green advertising receptivity : an initial scale development process

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Deceptive advertising and third-person perception : the interplay of generalized and specific suspicion

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