大葉大學圖書館 |

Pharmaceutical advertising as a source of consumer self-empowerment[electronic resource] :evidence from four countries /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	615.1
書名/作者:	Pharmaceutical advertising as a source of consumer self-empowerment : evidence from four countries // by Isabell Koinig.
作者:	Koinig, Isabell.
出版者:	Wiesbaden : : Springer Fachmedien Wiesbaden :, 2016.
面頁冊數:	xvi, 378 p. : : ill., digital ;; 24 cm.
Contained By:	Springer eBooks
標題:	Communication in pharmacy.
標題:	Communication in medicine.
標題:	Economics.
標題:	Health Economics.
標題:	Emerging Markets/Globalization.
標題:	Marketing.
ISBN:	9783658131340
ISBN:	9783658131333
內容註:	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.
摘要、提要註:	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. Contents 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 Target Groups Researchers and students in the fields of marketing, media and communications sciences Practitioners in these areas The Author Dr. Isabell Koinig wrote her dissertation under the supervision of Prof. Dr. Sandra Diehl at the Department of Media and Communications at the Alpen-Adria-Universitat Klagenfurt, Austria.
電子資源:	http://dx.doi.org/10.1007/978-3-658-13134-0

Pharmaceutical advertising as a source of consumer self-empowerment[electronic resource] :evidence from four countries /
Koinig, Isabell.

Pharmaceutical advertising as a source of consumer self-empowermentevidence from four countries /[electronic resource] :by Isabell Koinig. - Wiesbaden :Springer Fachmedien Wiesbaden :2016. - xvi, 378 p. :ill., digital ;24 cm. - Forschungsgruppe konsum und verhalten. - Forschungsgruppe konsum und verhalten..

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.

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. Contents 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 Target Groups Researchers and students in the fields of marketing, media and communications sciences Practitioners in these areas The Author Dr. Isabell Koinig wrote her dissertation under the supervision of Prof. Dr. Sandra Diehl at the Department of Media and Communications at the Alpen-Adria-Universitat Klagenfurt, Austria.

ISBN: 9783658131340

Standard No.: 10.1007/978-3-658-13134-0doiSubjects--Topical Terms:

493422
Communication in pharmacy.

LC Class. No.: RS56

Dewey Class. No.: 615.1

Pharmaceutical advertising as a source of consumer self-empowerment[electronic resource] :evidence from four countries /
LDR:02762nam a2200325 a 4500 001 446638
003 DE-He213
005 20160913163815.0
006 m d
007 cr nn 008maaau
008 161201s2016 gw s 0 eng d
020 $a 9783658131340 $q (electronic bk.)
020 $a 9783658131333 $q (paper)
024 7 $a 10.1007/978-3-658-13134-0 $2 doi
035 $a 978-3-658-13134-0
040 $a GP $c GP
041 0 $a eng
050 4 $a RS56
072 7 $a KCQ $2 bicssc
072 7 $a BUS069000 $2 bisacsh
082 0 4 $a 615.1 $2 23
090 $a RS56 $b .K79 2016
100 1 $a Koinig, Isabell. $3 639431
245 1 0 $a Pharmaceutical advertising as a source of consumer self-empowerment $h [electronic resource] : $b evidence from four countries / $c by Isabell Koinig.
260 $a Wiesbaden : $b Springer Fachmedien Wiesbaden : $b Imprint: Springer Gabler, $c 2016.
300 $a xvi, 378 p. : $b ill., digital ; $c 24 cm.
490 1 $a Forschungsgruppe konsum und verhalten
505 0 $a 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.
520 $a 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. Contents 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 Target Groups Researchers and students in the fields of marketing, media and communications sciences Practitioners in these areas The Author Dr. Isabell Koinig wrote her dissertation under the supervision of Prof. Dr. Sandra Diehl at the Department of Media and Communications at the Alpen-Adria-Universitat Klagenfurt, Austria.
650 0 $a Communication in pharmacy. $3 493422
650 0 $a Communication in medicine. $3 339269
650 1 4 $a Economics. $3 172164
650 2 4 $a Health Economics. $3 466698
650 2 4 $a Emerging Markets/Globalization. $3 464430
650 2 4 $a Marketing. $3 173043
710 2 $a SpringerLink (Online service) $3 463450
773 0 $t Springer eBooks
830 0 $a Forschungsgruppe konsum und verhalten. $3 639432
856 4 0 $u http://dx.doi.org/10.1007/978-3-658-13134-0
950 $a Economics and Finance (Springer-41170)