Wirtschaftswissenschaftliche Fakultät

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Advertising I

Brand Retrieval Cues

Advertising II

Brand Love

Advertising III

Artificial Differentiation

Advertising IV

Ad Execution

Advertising V

People

Advertising VI

Market Oriented Management

Advertising VII

Special Aspects

Advertising VIII

Branding

Brand Retrieval Cues
Brand Name
Logo [1] [2]
Key Visual [1]
Slogan
Uniformity in Design
Jingle and Brand Anthem
Corporate Fonts
Corporate Design

Positioning [1]
Need oriented Positioning
Symbolic Positioning
Brand Humanization

Baby Schema in Ads

Intimate Love

Animal Testimonials

Humorous Ads [1]

Visual Artwork: Artist-Created Ads, Art Infusion, Parodies [1] [2]

Music in Ads

Nostalgic Advertising [1] [2]

Disclosing the Ethical Orientation 

CSR and Sponsoring [1] [2[3] [4] 

Atmosphere Value of the Font [1]

Narratives in Ads [1]

Unpleasant Emotions [1] [2]

Lecture Materials 

Fictitious Attributes [1]

Dilution-Effect [1] [2] [3]

Imply-Benefit Attributes [1] [2] [3] [4] [5] 

Target-Group-Irrelevant Attributes [1]

Fancy Names and Shapes [1]

Embellished Labels

Unneeded Attributes

Self Referencing
Brand Denomination
Similarity Cues
Imagery-Instructions
[1] [2] [3] [4]
For-You Statement [1]
Self Integration
Plausibility [1] 
Cultural Markers [1]

Issue-Related Arguments   
Involvement
Credibility [1] [2] [3]
Comparability [1] [2]
Framing [1] [2] [3] [4]
Narratives [1]

Regulatory Fit
[1] [2]
Green Advertising [1]

Testimonials
Credibility [1]
Beauty [1] [2]
Dynamics [1]
Age [1]
Gender [1]

Ethnicity [1]
Body-Shape [1]
Eroticism [1] [2]
Consumatory Image [1]

Celebrities [1] [2] [3] [4] [5] [6] [7]

Sales People
Selling Styles [1]
Credibility [1] [2]
Mood [1] [2] [3]

Company Managers and Founders [1] [2]

Word-of-Mouth [1] [2]

Lecture Materials [1]

Tools for Increasing Brand Awareness & Beliefs [1] [2] [3] [4] [5]

Tools for Improving Brand Attitudes 
Toward Economy Brands
Toward Value Brands
Toward Premium Brands
Toward Luxury Brands

Tools for Strengthening Customer Satisfaction

Tools for Enhancing Customer Loyalty 

Lecture Materials 

Components of Advertisements [1]

Heuristic Cues
Authority 
Consensus Claims [1] [2]
Scarcity 
[1] [2] [3] [4] 
[5]
Trust 
[1]

Quality Signals 
Company Growth [1] 
Country of Origin [1] [2] 
"New" [1] 
Website Quality [1] 
Quality Marks [1] 
Created by Customer [1] [2]

Metaphorical Associations [1] [2

Fluency [1] [2]

Repetition and Variation [1] [2]

Context
Competitor Environment [1]
Editoral Environment [1]
Consumer Mood [1]

Lecture Materials [1]

Branding
Brand Extensions [1] [2] [3] [4] [5] 
Brand Dilution [1]
Advertising Alliance [1]
Co-Branding [1]
Brand-Named Prizes [1]
Brand Bundling [1]

 

Angaben ehemaliger Klausuren und deren Loesungen finden Sie in:
Gierl, H.: Uebungsaufgaben Marketing, aktuelle Auflage, Lohmar, Verlag Josef Eul.