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Werbewirkungsforschung: Neue Ansätze durch Neuromarketing by Riedl, Carolin

Werbewirkungsforschung: Neue Ansätze durch Neuromarketing

by Carolin Riedl
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Book cover type: Paperback
  • ISBN13: 9783954852017
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Igel
  • Publisher Imprint: Igel
  • Publication Date:
  • Pages: 84
  • Original Price: GBP 43.99
  • Language: German
  • Edition: N/A
  • Item Weight: 164 grams
  • BISAC Subject(s): Marketing / General

Die Anzahl der Veröffentlichungen über die Wirkung von Werbung ist kaum überschaubar. Das gro e Interesse an der Frage, ob und wie die Werbung auf den Konsumenten wirkt, ist angesichts der rund 30 Milliarden Euro, die Unternehmen jedes Jahr in Deutschland in Werbung investieren, wenig erstaunlich. Die Frage, welchen Erfolg die getätigten Werbeinvestitionen bringen und was erfolgreiche Werbung ausmacht, kann bis heute nicht ganzheitlich und zufrieden stellend beantwortet werden. Der Konsument wird täglich mit über 3000 Werbebotschaften konfrontiert, von denen nur ein Bruchteil wahrgenommen werden kann. Wie schaffen es die Werbetreibenden trotzdem, die Konsumenten in ihren Kaufentscheidungen zu beeinflussen? Neue Erkenntnisse aus der Forschung und Einblicke in die Entwicklung der Werbung werfen etwas Licht ins Dunkle dieser Thematik.

Carolin Riedl, Dipl. Betriebswirtin, wurde 1980 in Hessen geboren. Ihr Studium der Betriebswirtschaft an der Fachhochschule Mittelhessen schloss sie im Jahre 2007 erfolgreich ab. Die Autorin lebt seitdem in München und arbeitet erfolgreich in einem Marktforschungsinstitut.

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