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2018 | OriginalPaper | Chapter

Werbemittel wirkungsvoll im Umfeld einbetten

Author : Jörn Redler

Published in: Handbuch Techniken der Kommunikation

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Werbung dient der Beeinflussung vorökonomischer Größen wie Emotionen, Erlebniswirkungen oder Bekanntheit, um darüber Effekte auf das Kaufverhalten zu erzeugen. Damit eine solche Werbewirkung erfolgen kann, müssen für den werblichen Reiz der Kontakt sowie die Verarbeitung im weiten Sinne sichergestellt werden. Beides hängt jedoch nicht nur vom Reiz an sich, sondern auch von weiteren Reizen in dessen Umgebung ab. In diesem Beitrag werden solche Aspekte des Umfelds thematisiert sowie theoretisch eingeordnet. Zudem werden Sozialtechniken abgeleitet, die eine wirkungsvolle Platzierung von werblichen Reizen im Umfeld unterstützen.

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Metadata
Title
Werbemittel wirkungsvoll im Umfeld einbetten
Author
Jörn Redler
Copyright Year
2018
DOI
https://doi.org/10.1007/978-3-658-04653-8_30