Studenten und Dozenten der Betriebswirtschaftslehre und des Marketing, Fach- und Führungskräfte aus dem Marketing, der Werbe- und Medienbranche.
Strategie und Technik der Werbung
Verhaltenswissenschaftliche und neurowissenschaftliche Erkenntnisse
von Werner Kroeber-Riel und Franz-Rudolph EschAdvertising 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.
