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Grundlagen der Werbewirkungsmessung und Werbewirkungsanalyse. Bildverunschärfung und Eye-Tracking am Beispiel der Marke "Ivy Park"

Grundlagen der Werbewirkungsmessung und Werbewirkungsanalyse. Bildverunschärfung und Eye-Tracking am Beispiel der Marke "Ivy Park"

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Hochschule für angewandtes Management GmbH, Veranstaltung: Methoden zur Erfassung der Werbewirkung, Sprache: Deutsch, Abstract: Das Ziel der vorliegenden Studie ist es, die Grundlagen der Webewirkungsmessung vorzustellen und diese Anhand eines Praxisbeispiels zu verdeutlichen. Hierzu werden in einem experimentellen Studiendesign die Werbewirkung einer aktuellen Werbung und der jeweiligen Markenlogos erhoben. Ferner soll dadurch ermittelt werden, ob die Parameter des Blickverhaltens der Probanden Aufschluss darüber geben, wie gut die Werbung beziehungsweise die Marke erkannt und erinnert wird. Rund 13000 Werbeeindrücke wirken täglich auf die deutschen Konsumenten ein, lediglich drei dieser Eindrücke werden jedoch bewusst erinnert. Grundsätzlich sollte bei der Werbung des Einundzwanzigsten Jahrhunderts beachtet werden, dass es sich im Vergleich zu früher nicht mehr lediglich um reine Werbung handelt. Durch die ständige und zunehmende Werbungsübersättigung der Individuen unserer modernen Kommunikationswelt, müssen Werbungen inzwischen inhaltlich und strategisch ganz anders aufgebaut werden. Jährlich werden Unsummen von Geld in wirkungslose Werbung gesteckt. Mediaexperten zufolge sind rund 60 Prozent der von Firmen eingesetzten Gelder Fehlinvestitionen. Als Hauptgründe können die hohe Angebotszunahme der Webemedien und die daraus resultierende, schwere Erreichbarkeit der gewollten Zielgruppe betrachtet werden. Inzwischen wird immer mehr deutlich, dass der Konsument stärkeren Wert auf qualitative Werbung, statt quantitativer legt. Auch wird der Trend zu weniger Information und mehr Bild immer stärker sichtbar. Dies bedeutet zudem, dass nicht die Lautstärke oder Penetranz über die Beliebtheit und Wiedererkennung der Werbung entscheiden, sondern viel mehr deren Akzeptanz. Dadurch wird die Werbebranche ständig vor neue Herausforderungen gestellt, vor allem, da Werbun


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Product Details
  • ISBN-13: 9783668391376
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 58
  • Series Title: German
  • Weight: 91 gr
  • ISBN-10: 3668391378
  • Publisher Date: 06 Mar 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm


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Grundlagen der Werbewirkungsmessung und Werbewirkungsanalyse. Bildverunschärfung und Eye-Tracking am Beispiel der Marke "Ivy Park"
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