Department of Marketing

What are the core questions of the Marketing Department?

In this research area we look for solutions to raise consumers' attention and therefore to increase the advertisement efficiency. We analyse against the background of new communication media and changing target groups. Of special interest are the following questions:

  • Humor and absurdity in advertisements: er Werbung:
    e. g. does the use of humor and absurdity increase the efficacy of advertisements?
  • Guerilla-Marketing:
    e. g. how can businesses with relatively low use of funds achieve the attention of consumers?
  • Webpage complexity:
    e. g. what are the depending variables, whether the webpage design should rather be simple and easy to use or rather complex and more interesting?
  • Best ager:
    e. g. which challenges does the demographical change entail for the communication policies?