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  • Search: subject_exact:"Werbestrategie"
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Year of publication
Subjects
All
Werbeplanung 646 Advertising planning 643 Werbewirkung 161 Advertising effects 158 Werbung 121 Deutschland 112 Germany 109 Werbestrategie 108 Marketingmanagement 101 Advertising 100 Marketing management 100 Theorie 77 Theory 77 Werbeträger 65 Online-Marketing 64 Advertising media 63 Internet marketing 63 USA 62 United States 62 Brand management 55 Markenführung 55 Marketing 53 Consumer behaviour 50 Konsumentenverhalten 50 Advertising industry 48 Werbewirtschaft 48 Zielgruppe 45 Target group 39 Werbepsychologie 32 Markenartikel 31 Psychology of advertising 31 Öffentlichkeitsarbeit 29 Brand 27 Public relations 27 Unternehmen 25 Market research 24 Marktforschung 24 Brand image 22 Direct marketing 22 Direktmarketing 22
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Online availability
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Free 27 Undetermined 4
Type of publication
All
Article 444 Book / Working Paper 284 Journal 8
Type of publication (narrower categories)
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Article in journal 246 Aufsatz in Zeitschriften 246 Article in book 197 Aufsatz im Buch 197 Thesis 51 Dissertation 49 Hochschulschrift 46 Graue Literatur 43 Non-commercial literature 43 Arbeitspapier 26 Working Paper 26 Case study 23 Fallstudie 23 Lehrbuch 19 Collection of articles of several authors 16 Sammelwerk 16 Bibliographie enthalten 9 Bibliography included 9 Dissertation u.a. Prüfungsschriften 8 Handbook 6 Handbuch 6 Reprint 6 Aufsatzsammlung 3 Collection of articles written by one author 3 Interview 3 Sammlung 3 Congress report 2 Kongressschrift 2 Nachschlagewerk 2 reference book 2 Abstract 1 Accompanied by computer file 1 Bibliographie 1 Commentary 1 Company information 1 Einführung 1 Elektronischer Datenträger als Beilage 1 Firmeninformation 1 Kommentar 1 Kongress 1
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Language
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English 400 German 330 French 4 Undetermined 3 Italian 1 Russian 1
Persons
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King, Stephen 13 Kroeber-Riel, Werner 12 Esch, Franz-Rudolf 11 Gierl, Heribert 7 Percy, Larry 7 Steffenhagen, Hartwig 7 Elliott, Richard 6 Pepels, Werner 6 Unger, Fritz 6 Baetzgen, Andreas 5 De Pelsmacker, Patrick 5 Naik, Prasad A. 5 Schweiger, Günter 5 Armstrong, Jon Scott 4 Brunner, Christian Boris 4 Fuchs, Wolfgang 4 Koncz, Julia 4 Schrattenecker, Gertraud 4 Schultz, Don E. 4 Westwood, John 4 Bruhn, Manfred 3 Calder, Bobby J. 3 Chandra, Ambarish 3 Cheong, Yunjae 3 Dahlén, Micael 3 Eisend, Martin 3 Fulgoni, Gian 3 Kalka, Jochen 3 Kim, Kihan 3 Musiol, Gerald 3 Okazaki, Shintaro 3 Peters, Kay 3 Putte, Bas van den 3 Rosengren, Sara 3 Rossiter, John R. 3 Schmalen, Helmut 3 Soberman, David A. 3 Aaker, Jennifer 2 Anderson, Simon P. 2 Arnold, Michael A. 2
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Institutions
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Springer Fachmedien Wiesbaden GmbH 3 Axel-Springer-Verlag / Media-Service 2 European Agency for Safety and Health at Work 2 IP Deutschland GmbH <Köln> 2 A. C. Nielsen GmbH <Frankfurt, Main> 1 Deutsche Werbewissenschaftliche Gesellschaft 1 Duncker & Humblot 1 European School of Business <Reutlingen> 1 ICORIA <9, 2010, Madrid> 1 J. L. Kellogg Graduate School of Management 1 Kellogg School of Management <Evanston, Ill.> 1 Plan.Net-Agenturgruppe für Interaktive Kommunikation <München> 1 Uni-Taschenbücher GmbH 1 Österreichische Post AG <Wien> 1 Österreichische Werbewissenschaftliche Gesellschaft 1 Økonomisk Institutt 1
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Published in...
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Journal of advertising research 25 International journal of advertising : the quarterly review of marketing communications 20 Journal of advertising : official publication of the American Academy of Advertising 19 Leitfaden Online-Marketing ; [Bd. 1] 19 A master class in brand planning : the timeless works of Stephen King 17 Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung 13 Journal of marketing communications 10 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 Kohlhammer-Edition Marketing 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 European journal of marketing : EJM 5 Handbuch Kommunikationsmanagement 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 5 Dialogmarketing Perspektiven 2009/2010 : Tagungsband 4. Wissenschaftlicher Interdisziplinärer Kongress für Dialogmarketing 4 Faculty & research / Insead : working paper series 4 Gabler Edition Wissenschaft 4 Journal of business research : JBR 4 Journal of marketing research : JMR 4 Kampagnen, Kontakte, Konkurrenz : Potentiale der Radiowerbung 4 PR-Kampagnen : über die Inszenierung von Öffentlichkeit 4 Akzente 3 Beiträge des Instituts für Empirische Wirtschaftsforschung : Universität Osnabrück, Institut für Empirische Wirtschaftsforschung 3 Handbuch Unternehmenskommunikation 3 Health marketing quarterly 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 Reihe Medien-Skripten : Beiträge zur Medien- und Kommunikationswissenschaft 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 Arbeitsbericht 2 Brand Planning : starke Strategien für Marken und Kampagnen 2
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Sources
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ECONIS (ZBW) 678 USB Cologne (EcoSocSci) 56 BASE 2
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Einflussfaktoren auf Werbeinvestitionen
Kienzler, Stephanie - 2016
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Zielführende Kommunikation zwischen Agentur und Kunde : erfolgreiche und effiziente Zusammenarbeit im Team
Pawlowski, Klaus; Pawlowski, Peter - 2018
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Integrated marketing communication : advertising and promotion in a digital world
Juska, Jerome M. - 2018
What is integrated marketing communications? -- Digital media environments -- IMC budgets and objectives -- Brand research and consumer insights -- Target audiences and segmentation -- Creative development -- Media planning methods -- Advertising campaigns -- Sales promotion strategies -- Brand...
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Optimal inventory control in the presence of dynamic pricing and dynamic advertising
Weber, Martin - 2015
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Endorsements beyond mainstream : an investigation of the prevalence of typical celebrity endorsements and the potential of unconventional endorsement strategies
Schimmelpfennig, Christian - 2015
Obwohl es bereits eine Vielzahl an Studien im Bereich Prominenten-Testimonials gibt, sind dennoch verschiedene Forschungsfragen unbeantwortet, beziehungsweise haben sich aufgrund der Veränderung und Weiterentwicklung dieser Werbestrategie neu aufgetan. Mithilfe konzeptioneller, quantitativer...
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Build it, buy it or both? : rethinking the sourcing of advertising services
Silk, Alvin J.; Stiglin, Marta M. - 2015
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Werbung : eine Einführung
Schweiger, Günter; Schrattenecker, Gertraud - 2017 - 9., überarbeitete und erweiterte Auflage
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Grundzüge der Markt- und Unternehmenskommunikation : Wirtschaftsskripte
Pepels, Werner - 2017
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Business-to-business marketing communication : value and efficiency considerations in recessionary times
Rizomyliotis, Ioannis; Konstantoulaki, Kleopatra; … - 2017
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Managing buzz
Campbell, Arthur; Mayzlin, Dina; Shin, Jiwoong - In: The Rand journal of economics 48 (2017) 1, pp. 203-229
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The influence of cognitive load on nonverbal accuracy of caucasian and African-American targets : implications for ad processing
Andrzejewski, Susan A.; Podoshen, Jeffrey S. - In: Journal of international consumer marketing 29 (2017) 2, pp. 83-90
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Comprendre et séduire la géneration Z : comportements de soncommation et relatins des post-millennials avec les marques
Batat, Wided (ed.) - 2017
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Media-Trend-Journal : das Monatsmagazin für Medien und Mediaplanung
Zürich : Medien-&-Medizin-Verl; Zürich : Media-Daten; … - 1.1984 - 2009,4/5(Juni); 2009,10(Dez.); 25.2010,1-3; …
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Economic news, sentiment, and behavior : how economic and business news affects the economy
Lischka, Juliane A. - 2016
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Strategic advertising management
Percy, Larry; Elliott, Richard - 2016 - Fifth edition
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Dynamic allocation of pharmaceutical detailing and sampling for long-term profitability
Montoya, Ricardo; Netzer, Oded; Jedidi, Kamel - In: From Little's law to marketing science : essays in …, (pp. 175-209). 2016
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Looking beyond first-person effects (FPEs) in the influence of scarcity appeals in advertising : a replication and extension of Eisend (2008)
Sharma, Piyush; Roy, Rajat - In: Journal of advertising : official publication of the … 45 (2016) 1, pp. 78-84
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Differences in advertising strategies of service marketers : a content analysis
Utkarsh; Maurya, Harshit; Medhavi, Sanjay - In: Services marketing quarterly 37 (2016) 2, pp. 109-124
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The language of cosmetics advertising
Ringrow, Helen - 2016
This book offers a cross-cultural comparison of French and British cosmetics advertisements and explores how the discourse of beauty advertising represents ideas about femininity in French and English language contexts. As the global beauty industry expands and consumers become more critical of...
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How to write a marketing plan
Westwood, John - 2016 - Fifth edition
"A good marketing plan is at the core of every successful business, but it is often difficult to know how create a plan that is workable and will deliver the required results. This fully revised and updated fifth edition of How to Write a Marketing Plan simplifies the task of developing a...
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Werbestrategien für Produktneueinführungen im Lebensmittelbereich : eine Analyse des Einflusses von Lebensereignissen auf die Wirkung von Werbung für neue Produkte
Kamm, Friederike - 2016
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Joint pricing and advertising strategy with reference price effect
Lu, Lihao; Gou, Qinglong; Tang, Wansheng; Zhang, Jianxiong - In: International journal of production research 54 (2016) 17/18, pp. 5250-5270
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Customer value anticipation, product innovativeness, and customer lifetime value : the moderating role of advertising strategy
Zhang, Hao; Liang, Xiaoning; Wang, Shiquan - In: Journal of business research : JBR 69 (2016) 9, pp. 3725-3730
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Competing with a Goliath
Avery, Jill - In: Harvard business review : HBR 94 (2016) 10, pp. 117-121
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Managing social interactions
Mayzlin, Dina - In: The Oxford handbook of the economics of networks, (pp. 792-809). 2016
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Advertising media planning, optimal pricing, and welfare
Esteban, Lola; Hernández-García, José M. - In: Journal of economics & management strategy : JEMS 25 (2016) 4, pp. 880-910
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Retaining the primetime television audience
Jardine, Bryony; Romaniuk, Jenni; Dawes, John G.; Beal, … - In: European journal of marketing : EJM 50 (2016) 7/8, pp. 1290-1307
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Why older adults show preference for rational over emotional advertising appeals : a U.K. brand study challenges the applicability of socioemotional selectivity theory to advertisi...
Sudbury-Riley, Lynn; Edgar, Lisa - In: Journal of advertising research 56 (2016) 4, pp. 441-455
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Framing advertisement to elicit positive emotions and attract foster carers : an investigation into the effects of advertising on high-cognitive-elaboration donations
Randle, Melanie; Miller, Leonie; Stirling, Joanna; … - In: Journal of advertising research 56 (2016) 4, pp. 456-469
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Effective luxury-brand advertising : the ES-IF matching (entity-symbolic versus incremental-functional) model
Kwon, JaeHwan; Seo, Yuri; Ko, Dongwoo - In: Journal of advertising : official publication of the … 45 (2016) 4, pp. 459-471
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Rural marketing, media planning and consumer protection
Agrawal, Meenu - 2016
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Essays in industrial organization : intermediation, marketing, and strategic pricing
Wismer, Sebastian - 2013
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Advertising competition in presidential elections
Gordon, Brett R.; Hartmann, Wesley R. - 2013
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The value relevance of brand equity in the financial services industry : an empirical analysis using quantile regression
Wang, David Han-min; Yu, Tiffany Hui-kuang; Ye, Fang-ru - In: Service business 6 (2012) 4, pp. 459-471
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Sensation Marketing
Nufer, Gerd; Kern, Aline - 2012
Sensation Marketing beschreibt eine Form des Guerilla Marketings, bei der eine eigens inszenierte und außergewöhnliche Aktion in der Öffentlichkeit durchgeführt wird. Die Art der Realisierung dieser Sensation bringt es mit sich, dass die Rezipienten ohne ihr Wissen ggf. sogar selbst...
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Why marketers should be more transparent with the ad agencies they hire : media planners say their relationships with clients suffer from gaps in marketers' information
Heo, Jun; Sutherland, John C. - In: Journal of advertising research 55 (2015) 4, pp. 380-389
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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
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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; De … - In: Journal of advertising research 55 (2015) 4, pp. 443-457
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La publicité : stratégie et placement média ou comment choisir la campagne intégrée la plus efficace
Dagenais, Bernard - 2015 - Deuxième édition revue et augmentée
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Devenir bourgeois ou rester prolétaire? : une comparaison des stratégies publicitaires de deux grands magasins de vente à crédit parisiens à la belle époque : les grands magasins D...
Albert, Anaïs - In: Consommateurs & consommation : XVIIe-XXIe siècle : …, (pp. 195-220). 2015
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Erfolgreiche Websites : SEO, SEM, Online-Marketing, Usability
Keßler, Esther; Rabsch, Stefan; Mandić, Mirko - 2015 - 3., aktualisierte und erweiterte Auflage
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Gewinnsteigerung und Forecasting durch Kampagnenoptimierung im Direktmarketing
Reinnarth, Jörg - In: Markt- und Absatzprognosen : Modelle, Methoden, Anwendung, (pp. 283-299). 2015
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Ein Modell zur Erklärung und Prognose des Werbeplanungserfolgs
Gansser, Oliver A.; Krol, Bianca - In: Markt- und Absatzprognosen : Modelle, Methoden, Anwendung, (pp. 149-169). 2015
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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
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Personalized pricing and advertising : an asymmetric equilibrium analysis
Anderson, Simon P.; Baik, Alicia; Larson, Nathan - 2015
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Copy, copy, copy : how to do smarter marketing by using other people's ideas
Earls, Mark - 2015
"100 pick-up-and-use marketing strategy templates--get copying!Copy, Copy, Copy is a big, bright volume of templates designed to help marketers and managers more efficiently change human behaviour through social influence. Based on the argument that copying is human nature and innovation isn't...
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Handbook of research on effective advertising strategies in the social media age
Taskiran, Nurdan Oncel (contributor);  … - 2015
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Does advertising strategy matter in influencing mutual fund purchase?
Dey, Dipanjan Kumar; Chauhan, Yogesh Kumar; … - In: Journal of financial services marketing : JFSM 20 (2015) 1, pp. 23-33
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Strategie und Technik der Werbung : verhaltens- und neurowissenschaftliche Erkenntnisse
Kroeber-Riel, Werner; Esch, Franz-Rudolf - 2015 - 8., aktualisierte und überarbeitete Auflage
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The use of myths as an advertisement strategy at the age of social media
Kilinc, Ugur - In: Handbook of research on effective advertising …, (pp. 406-415). 2015
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