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Was uns die Neurowissenschaft über die Mediengattungen sagen kann

In: Marke und Gedächtnis

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  • Peter Petermann

Abstract

Einleitung Da ich die zweite Hälfte meiner beruflichen Laufbahn in Mediaagenturen verbracht habe, weiß ich, wie wichtig die Auswahl der richtigen Kommunikationskanäle für den Erfolg einer Marke ist. Insbesondere seitdem sich die Medienlandschaft durch die digitale Transformation der Kommunikation grundlegend verändert hat, stehen Marken unüberschaubar viele Kontaktpunkte zur Auswahl. Mediaplaner verbringen daher zu Recht viel Zeit damit, die richtigen Menschen in den richtigen Kanälen zur richtigen Zeit zu erreichen und eine optimale Balance zwischen den verschiedenen Medien herzustellen.

Suggested Citation

  • Peter Petermann, 2021. "Was uns die Neurowissenschaft über die Mediengattungen sagen kann," Springer Books, in: Marke und Gedächtnis, chapter 0, pages 133-191, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33576-2_4
    DOI: 10.1007/978-3-658-33576-2_4
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