Green Media: Exploring Green Media Selection and its Impact on Communication Effectiveness - Couverture souple
Synopsis
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.
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
À propos de l?auteur
is a researcher at the Center for Mediaand Economic Psychology at the Stockholm School of Economics Institute for Research (SIR). Her research interests concerns sustainability issues with regard to communication effectiveness and brand management.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
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Green Media
Edité par
LAP LAMBERT Academic Publishing Jul 2013, 2013
ISBN 10 : 3659106313
ISBN 13 : 9783659106316
Neuf
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Vendeur : BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Allemagne
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Taschenbuch. Etat : Neu. 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. N° de réf. du vendeur 9783659106316
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Green Media
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LAP LAMBERT Academic Publishing, 2013
ISBN 10 : 3659106313
ISBN 13 : 9783659106316
Neuf
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Etat : New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Rademaker Claudia A.is a researcher at the Center for Mediaand Economic Psychology at the Stockholm School of Economics Institute for Research (SIR). Her research interests concerns sustainability issues with regard to communication . N° de réf. du vendeur 5131731
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Green Media | Exploring Green Media Selection and its Impact on Communication Effectiveness
Edité par
LAP LAMBERT Academic Publishing, 2013
ISBN 10 : 3659106313
ISBN 13 : 9783659106316
Neuf
Taschenbuch
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Taschenbuch. Etat : Neu. Green Media | Exploring Green Media Selection and its Impact on Communication Effectiveness | Claudia A. Rademaker | Taschenbuch | 360 S. | Englisch | 2013 | LAP LAMBERT Academic Publishing | EAN 9783659106316 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu. N° de réf. du vendeur 105722262
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Green Media
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VDM Verlag Dr. Mueller Aktiengesellschaft & Co. KG, 2013
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Green Media
Edité par
LAP LAMBERT Academic Publishing Jul 2013, 2013
ISBN 10 : 3659106313
ISBN 13 : 9783659106316
Neuf
Taschenbuch
Vendeur : buchversandmimpf2000, Emtmannsberg, BAYE, Allemagne
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Taschenbuch. Etat : Neu. This item is printed on demand - Print on Demand Titel. 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.VDM Verlag, Dudweiler Landstraße 99, 66123 Saarbrücken 360 pp. Englisch. N° de réf. du vendeur 9783659106316
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Green Media
Edité par
VDM Verlag Dr. Mueller Aktiengesellschaft & Co. KG, 2013
ISBN 10 : 3659106313
ISBN 13 : 9783659106316
Neuf
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Green Media : Exploring Green Media Selection and its Impact on Communication Effectiveness
Edité par
LAP LAMBERT Academic Publishing, 2013
ISBN 10 : 3659106313
ISBN 13 : 9783659106316
Neuf
Taschenbuch
Vendeur : AHA-BUCH GmbH, Einbeck, Allemagne
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Taschenbuch. Etat : Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - 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. N° de réf. du vendeur 9783659106316
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Green Media
Edité par
VDM Verlag Dr. Mueller Aktiengesellschaft & Co. KG, 2013
ISBN 10 : 3659106313
ISBN 13 : 9783659106316
Neuf
Couverture souple
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