Green Media : Exploring Green Media Selection and its Impact on Communication Effectiveness

Language: English

Published by LAP LAMBERT Academic Publishing, 2013

3659106313 / 9783659106316

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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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.…

Seller Inventory # 9783659106316

Title
Green Media : Exploring Green Media Selection and its Impact on Communication Effectiveness
Author
Claudia A. Rademaker
Publisher
LAP LAMBERT Academic Publishing
Publication year
2013
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3659106313
ISBN 13
9783659106316
Item weight
554 grams
Dimensions
220x150x23 mm

AHA-BUCH GmbH

Einbeck, Germany

5-star seller

AbeBooks seller since August 14, 2006

Shipping rates from Germany to U.S.A.

Item7 to 10 business days5 to 7 business days
First itemUS$ 39.18US$ 50.38
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