Green Media
Language: English
Published by LAP LAMBERT Academic Publishing Jul 2013, 2013
- Softcover
- New
Seller: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, GermanyBuchWeltWeit Ludwig Meier e.K.
AbeBooks seller since January 11, 2012
Condition: New
£ 81.72
Quantity: 2 available
Add to basketItem description from seller
This item is printed on demand - it takes 3-4 days longer - Neuware -Does the choice of a medium, by which a company's advertising message is carried, communicate something about that company's commitment to act responsibly towards nature Does the choice of a medium that consumers perceive as more harmful for the green environment impact ad and brand evaluations more negatively than a medium that they perceive as less harmful And if so, to what extent do companies have knowledge of such change in consumer media behavior and thereby take into account the green environmental aspect with media selection Driven by such questions, and by way of an experiment, secondary data analysis, interviews and surveys this book explores green media selection and its impact on communication effectiveness from both the consumer's and the company's perspective. Building on theories of advertising planning and media selection this book contributes with four empirical studies to increase the understanding of green advertising media and how consumers' eco-harmful media perceptions impact communication effectiveness. The findings shed light on the importance of taking the green environmental aspect into account when practitioners select advertising media. 360 pp. Englisch.…
Seller Inventory # 9783659106316
- Title
- Green Media
- Author
- Claudia A. Rademaker
- Publisher
- LAP LAMBERT Academic Publishing Jul 2013
- Publication year
- 2013
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 3659106313
- ISBN 13
- 9783659106316
- Item weight
- 554 grams
- Dimensions
- 220x150x22 mm
"Synopsis" may belong to another edition of this title.
About the Author
"About the title" may belong to another edition of this title.
BuchWeltWeit Ludwig Meier e.K.
Bergisch Gladbach, Germany
AbeBooks seller since January 11, 2012
Shipping rates from Germany to U.S.A.
| Item | 5 to 15 business days | 5 to 15 business days |
|---|---|---|
| First item | £ 19.43 | £ 19.43 |
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BuchWeltWeit Ludwig Meier e.K.
Germany
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