Emotionen In Der Werbekommunikation Anwendungsbeispiel Einer Werbekampagne F R Einen Energiekonzern
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Emotionen In Der Werbekommunikation Anwendungsbeispiel Einer Werbekampagne F R Einen Energiekonzern
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Author :
language : de
Publisher: GRIN Verlag
Release Date : 2023-08-22
Emotionen In Der Werbekommunikation Anwendungsbeispiel Einer Werbekampagne F R Einen Energiekonzern written by and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-08-22 with Psychology categories.
Studienarbeit aus dem Jahr 2022 im Fachbereich Psychologie - Medienpsychologie, Note: 1,0, SRH Fernhochschule, Sprache: Deutsch, Abstract: Das grundlegende Ziel dieser Arbeit ist es, sich näher mit den Auswirkungen von emotionaler Werbung auf den Menschen sowie damit verbundenen Chancen und Risiken zu beschäftigen. Zu Beginn sollen im Theorieteil Grundlagen geschaffen werden, indem der Begriff der Emotion sowie der Werbung näher erläutert wird. Daraufhin wird eine Verknüpfung hergestellt und die Rolle sowie potenzielle Wirkungen von Emotionen in der Werbekommunikation auf Grundlage von Forschungsergebnissen der Neurowissenschaft examiniert. Hierbei werden explizit Themen wie das Neuromarketing und dessen Forschungs- bzw. Messmethoden angesprochen. Auf dem Fundament dieser theoretischen Grundlagen und neurowissenschaftlichen Erkenntnisse baut der daraufhin folgende Anwendungsteil dieser Arbeit auf. Hierin wird eine hypothetische Werbekampagne für den fiktiven Energiekonzern „Energy for life“ dargestellt, die darauf abzielt, Emotionen zu erzeugen und deren Effekt auf das Erleben und Verhalten von Menschen zu nutzen. Im Anschluss folgt unter Berücksichtigung der theoretischen Ausführungen eine kritische Diskussion über Erfolgschancen und mögliche Risiken der Werbekampagne sowie eine allgemeinere Diskussion neurowissenschaftlicher Erkenntnisse bzgl. Emotionen in der Werbung. Abgerundet wird diese Arbeit mit einem Fazit, welches die zentralen Ergebnisse der Arbeit reflektiert, Handlungsempfehlungen für werbetreibende Unternehmen und Forschungseinrichtungen gibt.
Journalism And Media Convergence
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Author : Heinz-Werner Nienstedt
language : en
Publisher: Walter de Gruyter
Release Date : 2013-04-30
Journalism And Media Convergence written by Heinz-Werner Nienstedt and has been published by Walter de Gruyter this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-04-30 with Language Arts & Disciplines categories.
Journalism is under ever-increasing pressure, due in large part to the phenomenon of media convergence. Not only does media convergence redefine the tasks of journalists and newsrooms, it also re-shapes the business environments of media companies. In this book, international media practitioners and researchers describe and analyze the relationships between media convergence and advertising, public relations, social media and other areas of communication posing a challenge to journalism.
Effective Advertising
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Author : Gerard J. Tellis
language : en
Publisher: SAGE Publications
Release Date : 2003-11-20
Effective Advertising written by Gerard J. Tellis and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-11-20 with Business & Economics categories.
Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.
Brands
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Author : S. Hart
language : en
Publisher: Springer
Release Date : 1997-11-14
Brands written by S. Hart and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997-11-14 with Business & Economics categories.
Branding is currently one of the most exciting subjects around; business people everywhere are waking up to the fact that brands are a huge source of value. But it is only by understanding the real value that brands bring to consumers that brand owners and manufacturers can truly learn to exploit that value. Brands no longer operate only in the traditional packaged goods markets; the techniques of good branding are just as vital in the business-to-business and utilities sectors, and are increasingly being applied even in non-commercial areas, from charities to football clubs. This comprehensive and authoritative book looks at branding from a wide range of perspectives: from the creation of a new brand, through the development of brand names and packaging designs, to advertising international brands. It explores the hot topics of brand valuation and brand licensing, as well as studying the increasingly important role of the corporate brand. This book is a must for anyone with an interest in brands.
Creating Powerful Brands
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Author : Leslie De Chernatony
language : en
Publisher: Routledge
Release Date : 2011
Creating Powerful Brands written by Leslie De Chernatony and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Business & Economics categories.
1st edition, 1992: Creating powerful brands : the strategic route to success in consumer, industrial and service markets.
Advertising And Competition
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Author : Lester G. Telser
language : en
Publisher:
Release Date : 1965
Advertising And Competition written by Lester G. Telser and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1965 with Advertising categories.
Artificial Intelligence In Society
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Author : OECD
language : en
Publisher: OECD Publishing
Release Date : 2019-06-11
Artificial Intelligence In Society written by OECD and has been published by OECD Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-06-11 with categories.
The artificial intelligence (AI) landscape has evolved significantly from 1950 when Alan Turing first posed the question of whether machines can think. Today, AI is transforming societies and economies. It promises to generate productivity gains, improve well-being and help address global challenges, such as climate change, resource scarcity and health crises.
Drivers Of User Engagement In Influencer Branding
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Author : Tanja Fink
language : en
Publisher: Springer Nature
Release Date : 2021-08-23
Drivers Of User Engagement In Influencer Branding written by Tanja Fink and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-08-23 with Business & Economics categories.
The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in influencer branding – both for social media influencers as well as marketers. Based upon two holistic empirical models and the analysis of real-world data, Tanja Fink is able to show important drivers of user engagement in influencer branding. Therefore, the author is building upon established models from research in celebrity endorsement, product placement and social media marketing. The profound empirical results reveal surprising and highly relevant insights for brand managers which call for a more conscientious (visual) integration of brands in user-generated content (UGC) on Instagram. In addition, the author detects several mechanisms for increasing user engagement while preventing user reactance towards the brand endorsement.
Limits To Privatization
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Author : Marianne Beishem
language : en
Publisher: Earthscan
Release Date : 2012
Limits To Privatization written by Marianne Beishem and has been published by Earthscan this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.
Limits to Privatization is the first thorough audit of privatizations from around the world. It outlines the historical emergence of globalization and liberalization, and from analyses of over 50 case studies of best- and worst-case experiences of privatization, it provides guidance for policy and action that will restore and maintain the right balance between the powers and responsibilities of the state, the private sector and the increasingly important role of civil society.The result is a book of major importance that challenges one of the orthodoxies of our day and provides a benchmark for future debate.
Sustainability Strategies For Industry
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Author : Nigel Roome
language : en
Publisher:
Release Date : 1998-08
Sustainability Strategies For Industry written by Nigel Roome and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998-08 with Business & Economics categories.
Comprises contributions originally presented at the 4th Greening Industry Network conference, Toronto, 1995. Focuses on environmental and social consequences of industrial activity for the modernization of industrial organizations and their management.