語系:
繁體中文
English
說明(常見問題)
登入
回首頁
切換:
標籤
|
MARC模式
|
ISBD
Pharmaceutical advertising as a sour...
~
SpringerLink (Online service)
Pharmaceutical advertising as a source of consumer self-empowerment = evidence from four countries /
紀錄類型:
書目-語言資料,印刷品 : Monograph/item
正題名/作者:
Pharmaceutical advertising as a source of consumer self-empowerment/ by Isabell Koinig.
其他題名:
evidence from four countries /
作者:
Koinig, Isabell.
出版者:
Wiesbaden :Springer Fachmedien Wiesbaden : : 2016.,
面頁冊數:
xvi, 378 p. :ill., digital ; : 24 cm.;
Contained By:
Springer eBooks
標題:
Communication in pharmacy. -
電子資源:
http://dx.doi.org/10.1007/978-3-658-13134-0
ISBN:
9783658131340
Pharmaceutical advertising as a source of consumer self-empowerment = evidence from four countries /
Koinig, Isabell.
Pharmaceutical advertising as a source of consumer self-empowerment
evidence from four countries /[electronic resource] :by Isabell Koinig. - Wiesbaden :Springer Fachmedien Wiesbaden :2016. - xvi, 378 p. :ill., digital ;24 cm. - Forschungsgruppe konsum und verhalten. - Forschungsgruppe konsum und verhalten..
Effects of Health Communication and Pharmaceutical Advertising -- Taking Matters Global: The (Im)Possibilities of Cross-Cultural Advertising -- Consumer Self-Empowerment: Increasing Consumer Control and Choice -- Modelling Consumer Self-Empowerment -- Consumer Responses to Different Advertising Styles -- Advertising's Contribution to Consumer Self-Empowerment.
Isabell Koinig examines how a standardized promotional message for a fictitious over-the-counter (OTC) medication is perceived by consumers in four different countries (Austria, Germany, the U.S., and Brazil), and the degree to which it contributes to their self-empowerment. Building on previous research, informative appeals were expected to not only be most appealing, but also to aid consumers in making qualified and reasonable decisions, educating and "empowering" them by strengthening their beliefs in their own capabilities. A field study on three continents revealed mixed promotional messages to be most effective with regard to both ad evaluation and consumer self-empowerment. Contents Effects of Health Communication and Pharmaceutical Advertising Taking Matters Global: The (Im)Possibilities of Cross-Cultural Advertising Consumer Self-Empowerment: Increasing Consumer Control and Choice Modelling Consumer Self-Empowerment Consumer Responses to Different Advertising Styles Advertising's Contribution to Consumer Self-Empowerment Target Groups Researchers and students in the fields of marketing, media and communications sciences Practitioners in these areas The Author Dr. Isabell Koinig wrote her dissertation under the supervision of Prof. Dr. Sandra Diehl at the Department of Media and Communications at the Alpen-Adria-Universitat Klagenfurt, Austria.
ISBN: 9783658131340
Standard No.: 10.1007/978-3-658-13134-0doiSubjects--Topical Terms:
583923
Communication in pharmacy.
LC Class. No.: RS56
Dewey Class. No.: 615.1
Pharmaceutical advertising as a source of consumer self-empowerment = evidence from four countries /
LDR
:02762nam a2200325 a 4500
001
863030
003
DE-He213
005
20160913163815.0
006
m d
007
cr nn 008maaau
008
170720s2016 gw s 0 eng d
020
$a
9783658131340
$q
(electronic bk.)
020
$a
9783658131333
$q
(paper)
024
7
$a
10.1007/978-3-658-13134-0
$2
doi
035
$a
978-3-658-13134-0
040
$a
GP
$c
GP
041
0
$a
eng
050
4
$a
RS56
072
7
$a
KCQ
$2
bicssc
072
7
$a
BUS069000
$2
bisacsh
082
0 4
$a
615.1
$2
23
090
$a
RS56
$b
.K79 2016
100
1
$a
Koinig, Isabell.
$3
1106750
245
1 0
$a
Pharmaceutical advertising as a source of consumer self-empowerment
$h
[electronic resource] :
$b
evidence from four countries /
$c
by Isabell Koinig.
260
$a
Wiesbaden :
$b
Springer Fachmedien Wiesbaden :
$b
Imprint: Springer Gabler,
$c
2016.
300
$a
xvi, 378 p. :
$b
ill., digital ;
$c
24 cm.
490
1
$a
Forschungsgruppe konsum und verhalten
505
0
$a
Effects of Health Communication and Pharmaceutical Advertising -- Taking Matters Global: The (Im)Possibilities of Cross-Cultural Advertising -- Consumer Self-Empowerment: Increasing Consumer Control and Choice -- Modelling Consumer Self-Empowerment -- Consumer Responses to Different Advertising Styles -- Advertising's Contribution to Consumer Self-Empowerment.
520
$a
Isabell Koinig examines how a standardized promotional message for a fictitious over-the-counter (OTC) medication is perceived by consumers in four different countries (Austria, Germany, the U.S., and Brazil), and the degree to which it contributes to their self-empowerment. Building on previous research, informative appeals were expected to not only be most appealing, but also to aid consumers in making qualified and reasonable decisions, educating and "empowering" them by strengthening their beliefs in their own capabilities. A field study on three continents revealed mixed promotional messages to be most effective with regard to both ad evaluation and consumer self-empowerment. Contents Effects of Health Communication and Pharmaceutical Advertising Taking Matters Global: The (Im)Possibilities of Cross-Cultural Advertising Consumer Self-Empowerment: Increasing Consumer Control and Choice Modelling Consumer Self-Empowerment Consumer Responses to Different Advertising Styles Advertising's Contribution to Consumer Self-Empowerment Target Groups Researchers and students in the fields of marketing, media and communications sciences Practitioners in these areas The Author Dr. Isabell Koinig wrote her dissertation under the supervision of Prof. Dr. Sandra Diehl at the Department of Media and Communications at the Alpen-Adria-Universitat Klagenfurt, Austria.
650
0
$a
Communication in pharmacy.
$3
583923
650
0
$a
Communication in medicine.
$3
635882
650
1 4
$a
Economics.
$3
555568
650
2 4
$a
Health Economics.
$3
786205
650
2 4
$a
Emerging Markets/Globalization.
$3
881676
650
2 4
$a
Marketing.
$3
557931
710
2
$a
SpringerLink (Online service)
$3
593884
773
0
$t
Springer eBooks
830
0
$a
Forschungsgruppe konsum und verhalten.
$3
1106751
856
4 0
$u
http://dx.doi.org/10.1007/978-3-658-13134-0
950
$a
Economics and Finance (Springer-41170)
筆 0 讀者評論
多媒體
評論
新增評論
分享你的心得
Export
取書館別
處理中
...
變更密碼[密碼必須為2種組合(英文和數字)及長度為10碼以上]
登入