Kroeber-Riel / Esch Strategie und Technik der Werbung

Verhaltenswissenschaftliche und neurowissenschaftliche Erkenntnisse
8. aktualisierte und überarbeitete Auflage 2015
ISBN: 978-3-17-026260-7
Verlag: Kohlhammer
Format: EPUB
Kopierschutz: 6 - ePub Watermark

E-Book, Deutsch, 460 Seiten

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.

Autoren/Hrsg.

Kroeber-Riel, Werner

Esch, Franz-Rudolph

Weitere Mitwirkende

Diller, Hermann

Köhler, Richard

Über Autor(innen)

The classic textbook by Prof. Dr. Werner Kroeber-Riel (1934-1995) has been continued by Prof. Dr. Esch. He is head of marketing and holds the chair for brand management and car marketing, director of the automotive institute for management, director of the institute for brand and communication research of the EBS Business School in Oestrich-Winkel and founder and academic council of ESCH. The Brand Consultants, Saarlouis.