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Medienbezogene Effekte von Product Placement

German, Peggy Rathmann, 2014
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Product details

The communication tool of product placement offers producers and companies good opportunities to adapt to market-related, technical, and consumer-related changes, and is therefore gaining increasing importance. Based on a comprehensive theoretical and empirical analysis, Peggy Rathmann examines the effects of product placement on media-related success factors and the factors that influence these effects. Utilizing behavioral science theories, the author develops a theoretical-conceptual framework. To test the research model, she employs an experimental approach.

Key specifications

Language
German
Author
Peggy Rathmann
Year
2014
Number of pages
236
Book cover
Paperback

General information

Item number
8999011
Publisher
Springer
Category
Reference books
Release date
20.6.2018

Book properties

Language
German
Author
Peggy Rathmann
Year
2014
Number of pages
236
Book cover
Paperback

Voluntary climate contribution

CO₂ emissions
0,5 kg
Climate contribution
EUR 0,12

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Product Safety

14-day cancellation right
30-day right of return if unopened
24 Months statutory warranty
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