Relevanz neuer Werbeformen in der Out-of-Home-Markenkommunikation -- Formen und Techniken des Guerilla Marketing und von Guerilla Produktinszenierungen in der Außenwerbung -- Aktivierungs-, Überraschungs- und Aufmerksamkeitswirkung von neuen Werbeformen -- Werbewirkungsmodell von Guerilla...

As demand to substantiate predictions from economic theory with causal empirical evidence increases, economists have more and more turned towards controlled laboratory experiments. As this field has blossomed it has provided evidence confirming some of the key predictions of economic theory and...