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Vergleichende Werbung überzeugend gestalten

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Book cover Handbuch Techniken der Kommunikation

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Zusammenfassung

Vergleichende Werbung ist in Deutschland ein verhältnismäßig junger Werbestil, da er aufgrund rechtlicher Restriktionen lange Zeit nur sehr beschränkt möglich war. Mit der Liberalisierung vergleichender Werbung durch die EU-Richtlinie 97/55/EG wurde der Weg für diesen Werbestil in Deutschland weiter geebnet. Gerade im Vergleich zu den USA lässt sich auf dem deutschen Werbemarkt allerdings immer noch eine gewisse Zurückhaltung hinsichtlich der vergleichenden Werbung feststellen. Dieser Beitrag richtet sich an Wissenschaftler und Praktiker gleichermaßen, die einen umfassenden Überblick über vergleichende Werbung ausgehend von den Zielen und Gefahren dieses Werbestils über seine Formen bis hin zu dessen zentralen Forschungserkenntnissen gewinnen möchten.

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Author information

Authors and Affiliations

  1. Institut für Marken- und Kommunikationsforschung, EBS Universität für Wirtschaft und Recht, Oestrich-Winkel, Deutschland

    Franz-Rudolf Esch

  2. Marketing- und Medienmanagement, Fachhochschule Wedel, Wedel, Deutschland

    Alexander Fischer

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  1. Franz-Rudolf Esch
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  2. Alexander Fischer
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Correspondence to Franz-Rudolf Esch or Alexander Fischer .

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Editors and Affiliations

  1. Bergische Universität Wuppertal, Wuppertal, Germany

    Tobias Langner

  2. EBS Business School, Oestrich-Winkel, Germany

    Franz-Rudolf Esch

  3. Universität Basel, Basel, Switzerland

    Manfred Bruhn

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Esch, FR., Fischer, A. (2018). Vergleichende Werbung überzeugend gestalten. In: Langner, T., Esch, FR., Bruhn, M. (eds) Handbuch Techniken der Kommunikation. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-04653-8_19

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  • DOI: https://doi.org/10.1007/978-3-658-04653-8_19

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