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Werbewirkungsmodell des Content-Marketings

In: Werbewirkung und Controlling im Content-Marketing

Author

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  • Thomas Hörner

Abstract

Zusammenfassung Wie kann Content-Marketing überhaupt eine Werbewirkung erzielen, wenn seine Inhalte eben gar nicht werblicher Natur sind? Das Werbewirkungsmodell des Content-Marketings (das hier näher vorgestellt wird) zeigt, dass das sowohl auf einem direkten Wirkungsweg (DCE, Direct Content Effect) möglich ist, z.B. durch Schaffung von Bekanntheit, Vertrauen etc. Zum anderen gibt es eine indirekt Wirkung (PCE, Preperatory Content Effect), nach dem Content-Marketing die Wirkung werblicher Werbemittel verstärken kann. Diese Wirkungen lassen dann auch eine verbesserte Definition und klare Abgrenzung des Content-Marketings zu anderen Disziplinen (wie Werbung, Journalismus, etc.) zu.

Suggested Citation

  • Thomas Hörner, 2022. "Werbewirkungsmodell des Content-Marketings," Springer Books, in: Werbewirkung und Controlling im Content-Marketing, chapter 2, pages 15-61, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-37015-2_2
    DOI: 10.1007/978-3-658-37015-2_2
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