Humor erfolgreich in der Marketingkommunikation einsetzen

Living reference work entry
Part of the Springer NachschlageWissen book series (SRW)

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.

Schlüsselwörter

Humor Arten von Humor Humor in der Marketingkommunikation Kommunikationsziele 

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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2016

Authors and Affiliations

  1. 1.Europa-Universität ViadrinaFrankfurt (Oder)Deutschland
  2. 2.Freie Universität BerlinBerlinDeutschland

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