Zusammenfassung
Werbung dient der Beeinflussung vorökonomischer Größen wie Emotionen, Erlebniswirkungen oder Bekanntheit, um darüber Effekte auf das Kaufverhalten zu erzeugen. Damit eine solche Werbewirkung erfolgen kann, müssen für den werblichen Reiz der Kontakt sowie die Verarbeitung im weiten Sinne sichergestellt werden. Beides hängt jedoch nicht nur vom Reiz an sich, sondern auch von weiteren Reizen in dessen Umgebung ab. In diesem Beitrag werden solche Aspekte des Umfelds thematisiert sowie theoretisch eingeordnet. Zudem werden Sozialtechniken abgeleitet, die eine wirkungsvolle Platzierung von werblichen Reizen im Umfeld unterstützen.
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Redler, J. (2016). Werbemittel wirkungsvoll im Umfeld einbetten. In: Langner, T., Esch, FR., Bruhn, M. (eds) Handbuch Sozialtechniken der Kommunikation. Springer NachschlageWissen. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-05262-1_30-1
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