Strategie und Technik der Werbung: Verhaltenswissenschaftliche und neurowissenschaftliche Erkenntnisse

Advertising is full of replaceable, boring and weak ads, which neither shape nor increase brand profiles. There is a gap of professionalism between the development and the placement of advertisement. Gut instinct has to be replaced by founded knowledge. Advertisement has to adapt to market and communication conditions. This is viable for classical advertising as well as internet and new media ads. Strategies and techniques of advertising are explained academically sound, comprehensible and up to date.

© 2015 Kohlhammer Verlag (E-bok): 9783170262607

Utgivningsdatum

E-bok: 27 maj 2015