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The impact of cultural differences on the effectiveness of advertisments on the Internet: a comparison among the United States, China, and Germany

Miller, Edward C.; Griffin, Thomas; Paolo, Peter di; … - In: International business and economics research journal 8 (2009) 4, pp. 1-11

Persistent link: https://www.econbiz.de/10003849794

A cross-cultural and gender-specific examination of consumer skepticism toward advertising in general vs. pharmaceutical advertising : empirical evidence from the US, Germany and C...

Diehl, Sandra; Terlutter, Ralf; Chan, Kara; Mueller, Barbara - In: Cutting edge international research, (pp. 297-312). 2010

Persistent link: https://www.econbiz.de/10003985205

Humor in der Werbung

Nufer, Gerd (contributor); Hirschburger, Linda (contributor) - 2008

Konsumenten werden heutzutage rund um die Uhr mit Werbung konfrontiert. Aufgrund der damit einhergehenden … Risiken des Einsatzes von humorvoller Werbung analysiert. Die Wirkungen von Humor, d.h. die Beurteilung und Verarbeitung … von Humor in der Werbung sowie die kritische Betrachtung von Beispielen aus der Praxis sollen dem Leser einen Einblick in …

Persistent link: https://www.econbiz.de/10009521424

The effects of different ad appeals in non-prescription drug advertising : a cross-cultural investigation

Koinig, Isabell; Diehl, Sandra; Mueller, Barbara - In: Bridging the gap between advertising academia and practice, (pp. 266-280). 2017

Persistent link: https://www.econbiz.de/10011540397

Pharmaceutical Advertising as a Source of Consumer Self-Empowerment : Evidence from Four Countries

Koinig, Isabell - 2016 - 1st ed. 2016

Advertising’s Contribution to Consumer Self-Empowerment Target Groups Researchers and students in the fields of marketing, media …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 …