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Home > Business and Economics > Economics > Erfolgreiche Anzeigen: Kriterien und Beispiele zur Beurteilung und Gestaltung
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Erfolgreiche Anzeigen: Kriterien und Beispiele zur Beurteilung und Gestaltung

Erfolgreiche Anzeigen: Kriterien und Beispiele zur Beurteilung und Gestaltung


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Table of Contents:
Anzeigen müssen schneller werden.- 1. Problem.- 2. Ziel.- 3. Wenn Sie wenig Zeit haben.- 4. Warum müssen Anzeigen schneller werden?.- 5. Die moderne Werbeforschung.- 6. Ein Modell der Werbewirkung.- Ziel: Schneller gesehen werden.- 1. Das Aktivierungspotential von Anzeigen.- 2. Das Aktivierungspotential des Bildes.- 3. Das Aktivierungspotential der Headline.- Ziel: Schneller aufgenommen werden.- 1. Informationsaufnahme und Blickverhalten.- 2. Die Aufnahme des Bildes.- 3. Die Aufnahme der Headline.- 4. Die Aufnahme des h„Absenders“.- 5. Die Aufnahme des Fließtextes.- 6. Die Aufnahme der Gesamtanzeige.- 7. Die Aufnahme von Doppelseiten.- Ziel: Schneller verstanden werden.- 1. Informationsverarbeitung und Verständnis.- 2. Das Verständnis des Bildes.- 3. Das Verständnis der Headline.- 4. Das Verständnis des Fließtextes.- 5. Das Verständnis der Gesamtanzeige.- Ziel: Schneller behalten werden.- 1. Die Speicherung von Informationen.- 2. Die Speicherung des Bildes.- 3. Die Speicherung von Headline und Fließtext.- 4. Die Speicherung der Gesamtanzeige.- Ziel: Schneller Einstellungen beeinflussen.- 1. Einstellungswirkung als Ziel von Anzeigen.- 2. Die Einstellungswirkung des Bildes.- 3. Die Einstellungswirkung der Headline.- 4. Die Einstellungswirkung des Fließtextes.- 5. Die Einstellungswirkung der Gesamtwirkung.- Fallbeispiele.- Verzeichnis der Unternehmen und Marken.- Klienten.- Nachwortx.- Hotline-Gutschein.


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Product Details
  • ISBN-13: 9783322828842
  • Publisher: Gabler
  • Publisher Imprint: Gabler
  • Edition: Revised edition
  • Language: German
  • Returnable: Y
  • Width: 191 mm
  • ISBN-10: 3322828840
  • Publisher Date: 25 Jan 2012
  • Binding: Paperback
  • Height: 235 mm
  • No of Pages: 240
  • Sub Title: Kriterien und Beispiele zur Beurteilung und Gestaltung


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