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, Volume 45, Issue 4, pp 197–223 | Cite as

Persuasionswirkung von Werbevariationen

  • Heribert Gierl
  • Tina Großmann
Beiträge Werbewirkung
  • 401 Downloads

Abstract

Eine wichtige Frage in der Werbewirkungsforschung lautet, ob den Zielpersonen der Werbung im Fall von Mehrfachkontakten immer dieselbe oder variierte Werbung gezeigt werden sollte. Die Antwort auf diese Frage hat Konsequenzen auf die Kosten der Erstellung der Werbemittel, insbesondere wenn TV-Werbung betrieben wird. Dieser Aspekt wird zwar in vielen Abhandlungen zur Werbemittelplanung angesprochen, die Forschung hat sich mit dieser Thematik aber noch kaum beschäftigt, und die bisher vorliegenden Befunde erweisen sich als uneinheitlich. In der Literatur wird häufig auf die Studie von Schumann/Petty/Clemons (1990) verwiesen, in der substanzielle und kosmetische Werbevariation unterschieden wird. Wichtig erscheint auch der Beitrag von Esch (1998), dessen Analysen zur „integrierten Kommunikation“ als Subvarianten der kosmetischen Variation interpretiert werden können. In dieser Abhandlung stellen wir zunächst theoretische überlegungen zur Wirkung von Werbevariationen vor, gehen auf den Stand der bisherigen Forschung ein und präsentieren Befunde aus einer neuen Studie.

Keywords

Werbevariation substanzielle und kosmetische Variation Persuasionswirkung Wearin-Wearout 

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Copyright information

© Springer 2006

Authors and Affiliations

  • Heribert Gierl
    • 1
  • Tina Großmann
    • 1
  1. 1.Universität AugsburgAugsburg

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