rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Public Relations and Advertising Theories: Concepts and Practices
  name:
    name part: Aydin, Bayram Oguz
    role:
      role term: creator
    role:
      role term: editor
    role:
      role term: edt
  name:
    name part: Sahin, Emine
    role:
      role term: editor
    role:
      role term: edt
  name:
    name part: Dugan, Özlem
    role:
      role term: editor
    role:
      role term: edt
  type of resource: text
  genre: elektronické knihy
  genre: electronic books
  origin info:
    place:
      place term: gw
    place:
      place term: Frankfurt a.M
    publisher: Peter Lang GmbH, Internationaler Verlag der Wissenschaften
    date issued: 2018
    edition: 1st, New ed.
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online zdroj (424 stran) 103 ill.
  abstract: The main goal of this book is to draw attention to possible applications of public relations and advertising theories. The authors aim to present a new perspective for public relations and advertising research, claiming that it is worth looking at what theories are used in public relations and advertising space. This book provides an overview of key studies and contributions to the theories, as well as explores how the theoretical concepts can be applied in public relations. The practical solutions set out in this book focus on various public and private sectors. The studies analysed and the applications proposed are particularly valuable in terms of how public relations and advertising theories respond in practice. For this reason, this book will be an important work both for academics and practitioners working in the field of public relations and advertising.
  table of contents: Public relations and advertising theories - Personal influence model - Impression management theory - Game theory - Network theory - Dialog public relations theory - Corporate apologia theory - Economic choice theories - Agenda setting theory - Convergence and public relations - Rhetoric theory - Star strategies in advertising - Involvement and learning theory - Social representation theory - Theory of diffusion of innovations - Cultural value dimension theory - Information processing model - Celebrity endorsement models
  note: Bayram Oguz Aydin, Emine Sahin, Özlem Dugan
  note: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty
  note: Obsahuje bibliografii a rejstřík
  subject:
    topic: reklama a propagace
  subject:
    topic: public relations
  subject:
    topic: advertising
  subject:
    topic: public relations
  classification: 659.1
  classification: 659.4
  classification: (0.034.2:08)
  identifier: 9783631766798
  identifier: https://proxy.k.utb.cz/login
  access condition: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty
  record info:
    record content source: ZLD002
    record creation date: 201008
    record change date: 20251008101042.0
    record identifier: 96919
    language of cataloging:
      language term: cze