Werbung in der Medien- und Informationsgesellschaft

As a fundamental introduction, this book presents advertising in its current state of development from the perspective of media and communication studies. "Advertising in the Media and Information Society" requires constant adjustments as a highly dynamic object of knowledge, and sometimes even disruptive renewal in its description. Therefore, this fourth edition has been completely restructured in terms of its organization and focus: five prototypes are filtered out and described from the previously used IPI-Cube to systematize the increasingly complex and boundaryless forms of advertising. This ensures that the book provides students with foundational knowledge about the theory and practice of advertising, while practitioners find a practical systematization approach. Scientifically grounded and illustrated with numerous practical examples, the book remains a suitable foundational reading for lectures and seminars.