Isabell Koinig
Pharmaceutical Advertising as a Source of Consumer Self-Empowerment
Evidence from Four Countries
Paperback Engels 2016 9783658131333Levertijd ongeveer 9 werkdagen
Gratis verzonden
Samenvatting
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.
Specificaties
ISBN13:9783658131333
Taal:Engels
Bindwijze:Paperback
Aantal pagina's:378
Uitgever:Springer Fachmedien Wiesbaden
Hoofdrubriek:, Marketing
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Inhoudsopgave
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.
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.
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan