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Wahrnehmung von Online-Bannerwerbung

Wahrnehmung von Online-Bannerwerbung

          
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About the Book

Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, München früher Fachhochschule, Sprache: Deutsch, Abstract: Das Internet hat sich als fester Bestandteil mit rund 4,13 Milliarden Nutzern weltweit in unseren Alltag integriert. Da dies 63 % der Bevölkerung entspricht, stellt es für Werbetreibende eine gute Möglichkeit dar, ihre Produkte und Dienstleistungen auf demselben Kanal zu präsentieren. Jedoch steigt mit wachsender Kontaktchance auf potenzielle Konsumenten auch die Anzahl an Mittbewerbern. Allein im letzten Jahr sind global 325,02 Milliarden US-Dollar in die Investition von Online-Werbung geflossen. Somit werden wir im World Wide Web nahezu überschüttet mit Informationen aus Online-Werbung jeglicher Art, die aufgrund des Umfangs dieser Arbeit jedoch nur die Bannerwerbung näher darstellt. Alle Banner in seinen Einzelheiten oder als Ganzes, wahrnehmen und auffassen zu können ist aufgrund der limitierten Kapazität des menschlichen Gehirns jedoch nicht möglich. Die erste Hürde stellt dabei die sogenannte Wahrnehmungsschwelle dar. Um diese zu überbrücken, greifen viele Unternehmen bei der Erstellung auf bereits erfolgreiche Banner von Wettbewerbern zurück. Oftmals ist hier keine wissenschaftliche Grundlage dahinter. Hierbei wird die Multivariate Test-Methode häufig in Gebrauch genommen, um herauskristallisieren zu können welcher Entwurf sich am besten einigt, um die Wahrnehmung steigern zu können und der Banner-Blindheit zu entgehen. Aufgrund dessen lässt sich die folgende Forschungsfrage ableiten: Kann man durch den bewussten Einsatz von Designelementen die Wahrnehmung von Online-Bannern erhöhen? Hierbei wird in der vorliegenden Arbeit eine Online-Umfrage die die quantitative Methode, des Multivariate Tests inkludiert mit ca. 100 Probanden durchgeführt. Diese Primärforschung mit stützender Sekundärliteratur soll Unternehmen bei der Erstellung von B


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Product Details
  • ISBN-13: 9783346486301
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 34
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346486303
  • Publisher Date: 10 Aug 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 59 gr


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