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Werbewirkungsmessung Im Internet - Wahrnehmung, Einstellung Und Moderierende Effekte (German, Paperback, 2007 ed.): Uta Meeder Werbewirkungsmessung Im Internet - Wahrnehmung, Einstellung Und Moderierende Effekte (German, Paperback, 2007 ed.)
Uta Meeder; Foreword by Prof Dr Hans H Bauer
R1,848 Discovery Miles 18 480
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Uta Meeder entwickelt ein verstandliches Instrument zur Messung der Wahrnehmung der Sitegestaltung. Auf dieser Basis analysiert sie die Effekte der Gestaltung auf die mit dem Siteauftritt verfolgten Kommunikationsziele. Schlussel zur Ausschopfung des Potenzials des Internets ist das Verstandnis der Motive der Internetnutzung und der relevanten produktbezogenen Merkmale sowie deren Auswirkung auf die kommunikativen Zusammenhange."

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