Zusammenfassung
In der heutigen reizüberfluteten Medienwelt werden im Bereich der Printwerbung nur ca. zwei Prozent der abgedruckten Werbeinformationen aktiv von den Lesern wahrgenommen. Werbetreibende setzen daher zunehmend auf innovative formale Gestaltungselemente im Rahmen ihrer Printwerbung, um aus der Masse der Werbedarbietungen herauszustechen und bei den Konsumenten ein Leseerlebnis zu kreieren. Hierfür erfährt die Drucktechnik der Hochveredelung, welche sich durch die Kreation von Glanzeffekten, haptischen Elementen und PremiumPapierqualität auszeichnet, in der Werbepraxis zunehmende Beliebtheit. Trotz deren hoher Praxisrelevanz fehlen wissenschaftliche Untersuchungen zu dem Themengebiet gänzlich. Das Ziel des vorliegenden Beitrags besteht darin, die innovative Printtechnik der Hochveredelung, gestützt auf eine experimentellen Erhebung hinsichtlich der dadurch generierten Werbewirkung, zu untersuchen. Die Ergebnisse dieser Studie belegen eine einzigartigere und prestigeträchtigere Beurteilung hochveredelter Printwerbung im Vergleich zu nichtveredelten Druckstücken. Die Hochveredelung eines Printmediums führt zudem zu einem Überraschungserlebnis, dem sogenannten Perceived-„Wow“-Effekt. Darüber hinaus weist die Studie neben einer positiveren Einstellung seitens der Konsumenten zu Werbung und Marke eine höhere Kauf- und Weiterempfehlungsbereitschaft durch hochveredelte vs. konventionelle Printtechnik nach.
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Bauer, H.H., Heinrich, D., Hampel, S. (2012). Mit hochveredelten Printmedien ein Leseerlebnis schaffen. In: Bauer, H., Heinrich, D., Samak, M. (eds) Erlebniskommunikation. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-21133-1_15
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