Download e-book for iPad: Advertorials versus klassische Printwerbung: Eine by Florian Dorner

By Florian Dorner

ISBN-10: 3658150882

ISBN-13: 9783658150884

ISBN-10: 3658150890

ISBN-13: 9783658150891

Florian Dorner legt eine umfassende examine der aktuellen Kommunikationsform ‚Advertorials‘, die redaktionell bearbeitete Texte und Werbung kombiniert, und der klassischen Printwerbung vor. Mittels einer Längsschnittstudie im experimentellen layout untersucht der Autor die Wirkungsweise von diesen Formaten über den Zeitverlauf und mit unterschiedlichen Stimuli-Abfolgen. Seine Ergebnisse zeigen deutlich, dass es Unterschiede in der Wahrnehmung und Wirkung der beiden Kommunikationsformate gibt. Dies ist insbesondere von Bedeutung, da Unternehmen im Rahmen ihrer Marketingkommunikationsüberlegungen zunehmend mit einem veränderten und stark kompetitiven Kommunikationsumfeld konfrontiert sind. Dabei gewinnen Advertorials für viele Unternehmen neben klassischer Printwerbung immer mehr an Bedeutung, werden in der wissenschaftlichen Literatur jedoch kontrovers diskutiert.

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4, pp. 505-525, p. 505. 3 Klassische Printwerbung 21 Bedeutung, dass die Bilder und Texte als kongruent empfunden werden. 70 Abbildung 3: Beispiel für klassische Printwerbung Quelle: Kleine Zeitung GmbH & Co KG. ): Kleine Zeitung Printausgabe, 21. Oktober 2012, S. 40-41. 68 69 70 Vgl. A. (1991): The Effects of Visual and Verbal Advertising Information on Consumers’ Inferences, in: Journal of Advertising, Vol. 20, No. 4, pp. 13-24, p. 13. Vgl. Mukherjee, A. (2002): Pictures in words or words in pictures?

Eine un56 57 58 59 Vgl. /Marmorstein, H. (1994): The Moderating Effects of Message Framing and Source Credibility on the Price-perceived Risk Relationship, in: Journal of Consumer Research, Vol. 21, No. 1, pp. 145-153, p. 145. Vgl. P. et al. (2012): The effects of source credibility and message variation on mail survey response behavior, in: International Journal of Market Research, Vol. 54, No. 3, pp. 391-406, p. 398. Vgl. /Gröppel-Klein, A. (2009): Konsumentenverhalten, 9. , München, S. 211-212.

6, pp. 566-577, p. 573. Grundsätzlich kann festgehalten werden, dass Werbewirkung sowohl unter Effizienz- als auch unter Effektivitätsaspekten analysiert werden kann. Die Effizienzmessung betrachtet dabei die Wirtschaftlichkeit einer Kommunikationsmaßnahme, und die Effektivitätsmessung untersucht den Zielerreichungsgrad. 39 Einige für den weiteren Verlauf dieser Arbeit besonders relevante Dimensionen der Werbewirkung werden nachfolgend im Detail vorgestellt und beschrieben. Diese sind: Aufmerksamkeit und Akzeptanz, Wiedererkennung und Erinnerung, Glaubwürdigkeit, Einstellung und Kaufabsicht.

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Advertorials versus klassische Printwerbung: Eine Wirkungsanalyse by Florian Dorner

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