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Werbekommunikation

Werbewirkungsforschung als angewandte Persuasionsforschung
  • Patrick Weber
  • Andreas Fahr
Chapter

Abstract

In diesem Beitrag wird einleitend Werbung als strategische Form von Kommunikation charakterisiert, die heute jenseits von Wirtschaftswerbung in vielen Kontexten relevant ist. Nachdem auf unterschiedliche Konzeptualisierungen von Werbewirkung eingegangen wird, liegen die Schwerpunkte des Beitrags 1) auf der Darstellung zentraler Mechanismen und Prozesse, aus denen Erinnerungs-, Einstellungs- und Verhaltenswirkungen resultieren, 2) der Vorstellung zentraler Randbedingungen und Grenzen der Beeinflussung durch Werbung und 3) einem Überblick über zentrale Fragestellungen der kommunikationswissenschaftlichen Werbewirkungsforschung. Abschließend werden diese Aspekte am Beispiel der aktuellen Forschung zur Wirkung von Online-Werbung illustriert.

Schlagwörter

Wirkungsmechanismen Randbedingungen und Grenzen der Werbewirkung Online- Werbung 

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Copyright information

© Springer Fachmedien Wiesbaden 2013

Authors and Affiliations

  1. 1.Institut für Publizistikwissenschaft und Medienforschung (IPMZ)Universität ZürichZürichswitzerland
  2. 2.Universität ErfurtErfurtDeutschland

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