Details

Strategie und Technik der Werbung

Verhaltenswissenschaftliche und neurowissenschaftliche Erkenntnisse
8. aktualisierte und überarbeitete Auflage

von: Werner Kroeber-Riel, Franz-Rudolph Esch, Hermann Diller, Richard Köhler
39,99 €
Verlag:	Kohlhammer
Format:	EPUB
Veröffentl.:	27.05.2015
ISBN/EAN:	9783170262607
Sprache:	deutsch
Anzahl Seiten:	460

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Beschreibungen

Titelbeschreibung

Advertising is full of replaceable, boring and weak ads, which neither shape nor increase brand profiles. There is a gap of professionalism between the development and the placement of advertisement. Gut instinct has to be replaced by founded knowledge. Advertisement has to adapt to market and communication conditions. This is viable for classical advertising as well as internet and new media ads. Strategies and techniques of advertising are explained academically sound, comprehensible and up to date.

Autorenportrait

The classic textbook by Prof. Dr. Werner Kroeber-Riel (1934-1995) has been continued by Prof. Dr. Esch. He is head of marketing and holds the chair for brand management and car marketing, director of the automotive institute for management, director of the institute for brand and communication research of the EBS Business School in Oestrich-Winkel and founder and academic council of ESCH. The Brand Consultants, Saarlouis.