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Guerilla Marketing
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ber die Werbewirkung von Guerilla Marketing und alternative Werbeformen in der Auenwerbung, sogenannte Out-of-Home-Kommunikationsinstrumente, liegen bisher kaum fundierte Erkenntnisse vor. Dies gilt besonders fr Guerilla Produktinszenierungen (GPIs), bei denen Marken und Produkte dreidimensional im ffentlichen Raum kreativ und sensationell in Szene gesetzt werden, um Mundpropaganda zu erzielen. In sechs empirischen Experimenten, die die Methoden der Beobachtung, der Befragung und auf neuronaler Ebene die der EEG-Messung beinhalten, erfasst Kai Harald Krieger die Werbewirkungen von GPIs auf Konsumenten. Aufbauend auf verhaltenswissenschaftlichen Erkenntnissen und den sechs durchgefhrten Studien werden anschlieend Handlungsempfehlungen fr das Markenmanagement abgeleitet.
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