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2015 | OriginalPaper | Chapter

2. Werbewirkungsmodelle

Author : Klaus Moser

Published in: Wirtschaftspsychologie

Publisher: Springer Berlin Heidelberg

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Zusammenfassung

Werbewirkungsmodelle befassen sich mit der Frage, wie Werbung ihr eigentliches Ziel erreicht. Was also genau ist mit Werbewirkung gemeint? Und unter welchen Bedingungen ist eine bestimmte Werbung wirksam? Zur Beantwortung dieser Fragen werden Werbewirkungsmodelle betrachtet. Sie machen Aussagen darüber, wie und warum Werbebotschaften die Beworbenen erreichen – oder eben nicht erreichen. Die einfachsten Vorstellungen gehen davon aus, dass die Werbung nur geschickt genug gemacht sein muss: Solche Reiz-Reaktions-Modelle stellen den Ausgangspunkt dar. Da zwischen Reiz und Reaktion allerdings diverse Prozesse ablaufen, wurden zunehmend differenzierte Werbewirkungsmodelle formuliert. Aus diesen Modellen lassen sich Gestaltungsempfehlungen ableiten, und sie können die vielfältigen Befunde zur Wirkung einzelner Gestaltungselemente integrieren. Die Darstellung der Werbewirkungsmodelle vermittelt zudem eine Idee davon, auf welchen Ebenen und mit welchen Methoden Werbewirkung vorhergesagt und evaluiert werden kann.

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Metadata
Title
Werbewirkungsmodelle
Author
Klaus Moser
Copyright Year
2015
Publisher
Springer Berlin Heidelberg
Book
Wirtschaftspsychologie

Print ISBN: 978-3-662-43575-5

Electronic ISBN: 978-3-662-43576-2

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-662-43576-2_2