Einsatz werblicher Kommunikation im Einzelhandel unter besonderer Berücksichtigung des Hörfunks als

The specialist book "The Use of Advertising Communication in Retail with Special Consideration of Radio" by Rainer Hillebrand offers a comprehensive analysis of the role of advertising in retail, particularly through the use of radio. Published in 1991, the work addresses central aspects of social sciences and illuminates the interactions between media, communication, and data protection law. With a paperback cover and 362 pages, the book is aimed at professionals and students who wish to engage with the challenges and opportunities of advertising communication in retail. Hillebrand analyzes the specific characteristics of radio as an advertising medium and discusses its influence on consumer behavior. The author's clear and precise language allows for the understandable presentation of complex topics. This book is a valuable resource for anyone looking to develop a deeper understanding of advertising communication strategies in retail.