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2018 | OriginalPaper | Chapter

Humor erfolgreich in der Kommunikation verwenden

Authors : Martin Eisend, Alfred Kuß

Published in: Handbuch Techniken der Kommunikation

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Humor in der Marketingkommunikation ist weit verbreitet. Unternehmen setzen Humor ein, um ihre Zielgruppen positiv in ihrem Verhalten gegenüber den Angeboten des Unternehmens zu beeinflussen. Der Einsatz von Humor in der Kommunikation bietet dabei Chancen, aber auch einige Risiken. Der Beitrag gibt umfassende Handlungsempfehlungen wie Humor in der Marketingkommunikation effektiv eingesetzt und zentrale Gefahren vermieden werden können.

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Metadata
Title
Humor erfolgreich in der Kommunikation verwenden
Authors
Martin Eisend
Alfred Kuß
Copyright Year
2018
DOI
https://doi.org/10.1007/978-3-658-04653-8_24