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"Der Markt" gilt gemeinhin als zeitloser und effektiver Mechanismus zum Tausch von Gütern und zur Bildung von Preisen. Dieser Band, der die Ergebnisse des von der DFG geförderten Netzwerks "Das Versprechen der Märkte" bündelt, problematisiert diese Annahme und zeigt, dass Märkte das Ergebnis historischer Praxis sind: Sie entstehen und existieren durch das Marktgeschehen selbst, das weit über die Markttransaktion hinausreicht und durch die jeweilige Gesellschaft geprägt ist. Die Beiträge machen marktbezogene Praktiken von der Frühen Neuzeit bis zum beginnenden 19. Jahrhundert sichtbar und verknüpfen sie transregional vergleichend miteinander. Ausgangspunkte der Sondierungen sind so unterschiedliche Aspekte wie die Gestaltung und Bemessung von Waren, Werbung als Medium, die Begrenzung von Gewinnen oder der Zugang zu Märkten.

Advertising.

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Advertising

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"This book brings together the most up-to-date information about: 1. Measurement of advertising messages (Part One) 2. Measurement of advertising media (Part Two) In other words, this is a book about creative research and media in the advertising industry of today and with emphasis on practical details. Part One explains both the planning of advertising measurement and the techniques of measuring advertising messages. There are separate chapters on recognition tests, recall and association tests, opinion and attitude ratings, projective methods, laboratory testing and analyses of content, and inquiries and sales measures. Part Two explains the basic media concepts. There are separate chapters on printed-media audiences, television and radio audiences, exposure of advertisements, audiences of advertisements, kinds of people in media audiences, and attitudes of media audiences; the book ends with a discussion of audience accumulations and combinations and the implications of mathematical programming. The text represents the combined efforts of two psychologists, who between them have spent over fifty years in advertising work. To produce this volume, they have drawn upon their psychological knowledge, experience as teachers, their own research studies, and their work as advertising consultants. It is their hope that Measuring Advertising Effectiveness will be useful to students in the classroom and useful also to those people in business who are concerned with the evaluation and improvement in methods of measuring advertising effectiveness"--Book.

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Broadcast advertising --- Broadcast advertising.

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Advertising --- Advertising. --- Southern States.