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Opis

Due to negative consumer reactions towards advertising, authenticity has become one of the key words in advertising. This book discusses authenticity in advertising by focussing on the authenticity of an advertising spokesperson. It shows that authenticity is a complex construct that consists of different facets.These facets are theoretically discussed and empirically studied by empirical research. This book provides managerial implications on how to succesfully implement authenticity in advertising.

Szczegóły książki

Kategoria Książki po angielsku Economics, finance, business & management Business & management Sales & marketing

• Pełny tytuł: Authenticity in Advertising
• Podtytuł: Design and Success Factors
• Autor: Katja Leschnikowski
• Język: Angielski
• Oprawa: Miękka
• Liczba stron: 192
• EAN: 9783839150238
• ISBN: 383915023X
• ID: 01801030
• Wydawca: Books on Demand
• Waga: 236 g
• Wymiary: 210 × 148 × 10 mm
• Data wydania: 09. March 2010

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