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Nutzung und Wirkung interaktiver Werbung
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Interaktive Medien wie Internet, CD-Rom und Terminalsysteme sind zum festen Bestandteil der Marktkommunikation geworden. Die klassische Werbewirkungsforschung muss daher um die Komponenten Interaktivitt und Multimodalitt erweitert werden. Petja Heimbach entwickelt ein Wirkungsmodell interaktiver Werbung. In einer Studie analysiert er Blickverhalten und Wahrnehmung anhand ausgewhlter Internetseiten und zeigt Verhaltensmuster und Blickverlufe von Nutzern auf. Darber hinaus stellt der Autor die Auswirkungen der Faktoren Interaktivitt der Werbeangebote und Motivation der Surfer auf die Werbewirkung dar.
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