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Werbemittel wirkungsvoll im Umfeld einbetten

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Handbuch Techniken der Kommunikation

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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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  1. Studiengang Handel, Duale Hochschule Baden-Württemberg (DHBW), Mosbach, Deutschland

    Jörn Redler

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  1. Jörn Redler
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  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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Redler, J. (2018). Werbemittel wirkungsvoll im Umfeld einbetten. 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_30

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