@book{Kröber-Riel1993,
  added-at = {2007-10-12T10:50:46.000+0200},
  address = {Stuttgart [u.a.]},
  author = {Kröber-Riel, Werner},
  biburl = {http://www.bibsonomy.org/bibtex/241f9eeb30641f5fa0e529d2d5d2a3f07/tsx},
  edition = {4. Aufl.},
  interhash = {7e3035088c9334d24ae434dcd97dc7a5},
  intrahash = {41f9eeb30641f5fa0e529d2d5d2a3f07},
  isbn = {3-17-012640-7},
  keywords = {Werbestrategie Werbung},
  publisher = {Kohlhammer},
  timestamp = {2007-10-12T10:50:46.000+0200},
  title = {Strategie und Technik der Werbung : verhaltenswissenschaftliche Ansätze},
  year = 1993
}

@book{Bergler1984,
  added-at = {2007-10-12T10:50:16.000+0200},
  address = {Bonn},
  author = {Bergler, Reinhold},
  biburl = {http://www.bibsonomy.org/bibtex/26cafa02efd99abd94cbfb5ecb5d212e9/tsx},
  edition = {3. Aufl.},
  interhash = {feb802ef4a0ade08be34c7fd25038cfe},
  intrahash = {6cafa02efd99abd94cbfb5ecb5d212e9},
  isbn = {3-923085-85-0},
  keywords = {Empirische Sozialforschung Werbung},
  publisher = {Zentralausschuß der Werbewirtschaft},
  timestamp = {2007-10-12T10:50:16.000+0200},
  title = {Werbung als Untersuchungsgegenstand der empirischen Sozialforschung : Problemanalysen und methodische Rahmenbedingungen},
  year = 1984
}

@book{Schenk1990,
  added-at = {2007-10-12T10:48:33.000+0200},
  address = {Köln [u.a.]},
  author = {Schenk, Michael and Donnerstag, Joachim and Höflich, Joachim},
  biburl = {http://www.bibsonomy.org/bibtex/2ce4c8f5898b7e3eec2096467add39013/tsx},
  interhash = {e1ab3d89650b47ed1b2eb12e660670cc},
  intrahash = {ce4c8f5898b7e3eec2096467add39013},
  isbn = {3-412-20089-1},
  keywords = {Kommunikationswissenschaft Marketing Medienforschung Werbewirkung Werbung},
  publisher = {Böhlau},
  timestamp = {2007-10-12T10:48:33.000+0200},
  title = {Wirkungen der Werbekommunikation},
  year = 1990
}