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Werbegeschichte(n) pp 307–326Cite as

Die Untersuchung des Informationsbedarfs, gesellschaftlicher Entwicklungen und neuer Werbeformen – Auswirkungen von Google Trends auf die Werbewirtschaft

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Part of the book series: Europäische Kulturen in der Wirtschaftskommunikation ((EKW,volume 32))

Zusammenfassung

Mit der gesellschaftlichen und technologischen Entwicklung unterliegt auch die Werbung einem stetigen Wandel. Das betrifft die Gestaltung der Werbebotschaften, die eingesetzten Medien und auch die Methoden der Marktsegmentierung sowie die Formen der Zielgruppenansprache. Den stärksten Einfluss hatte in der vergangenen Dekade die Digitalisierung, sowohl in Bezug auf die Festlegung des passenden Kommunikationszeitpunkts und der Medienauswahl (Media-Mix), als auch auf die Gestaltung der Werbesujets.

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Author information

Authors and Affiliations

  1. FH Krems, Donau, Österreich

    Christopher Schwand & Klaus Kotek

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  1. Christopher Schwand
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  2. Klaus Kotek
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Correspondence to Christopher Schwand .

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Editors and Affiliations

  1. Institut für Romanistik, Universität Graz, Graz, Steiermark, Austria

    Sabine Heinemann

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Schwand, C., Kotek, K. (2019). Die Untersuchung des Informationsbedarfs, gesellschaftlicher Entwicklungen und neuer Werbeformen – Auswirkungen von Google Trends auf die Werbewirtschaft. In: Heinemann, S. (eds) Werbegeschichte(n). Europäische Kulturen in der Wirtschaftskommunikation, vol 32. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-26657-8_17

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  • DOI: https://doi.org/10.1007/978-3-658-26657-8_17

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  • Publisher Name: Springer VS, Wiesbaden

  • Print ISBN: 978-3-658-26656-1

  • Online ISBN: 978-3-658-26657-8

  • eBook Packages: Social Science and Law (German Language)

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