Chair of Marketing


KommunikationspolitikTraditional advertising suffers a sharp decline in acceptance and efficiency. While advertising budgets are rising, advertising efficiency is decreasing. In this stream of research, we are exploring new and innovative forms of advertising to gaining consumer’s attention and improving ad efficiency.

What are the questions the department is dealing with?

We explore innovative forms of communication and analyze the effectiveness of diverse elements of a message. Our special attention lies on the following questions:

  • Humor and absurdity in advertising:
    e.g., is it possible to increase ad appeal by using humor or absurdity?
  • Guerrilla marketing:
    e.g. how can companies gain consumers’ attention with a comparatively low input?
  • Website complexity:
    e.g., what are the variables that determine whether a website should be designed simply (and therefore easy to handle) or complex (and therefore more interesting)?
  • Best Ager:
    e.g., what kind of challenges for advertising arise from the demographic change?

What is meant by guerrilla marketing?

Definition guerrilla marketing

“Guerrilla marketing is an umbrella term for unconventional advertisement campaigns which aim at drawing the attention of a large number of recipients to the advertising message at comparatively little costs by evoking a surprise effect and a diffusion effect. In this way, guerrilla marketing campaigns are highly efficient in terms of the ratio of costs and benefits.”

Guerilla Effect_01

Source: Hutter/Hoffmann (2011): Guerrilla-Marketing: The Nature of the Concept and Propositions for Further Research, p. 42. (Figure translated from German into English)

What are the department’s current publications?

Mai, R.; Hoffmann, S. (2014). Accents in Business Communication: An Integrative Model and Propositions for Future Research, Journal of Consumer Psychology. (forthcoming)

Hutter, K.; Hoffmann, S.. Surprise, Surprise. Ambient Media as Promotion Tool for Retailers. Journal of Retailing. (forthcoming)

Schwarz, U.; Hoffmann, S.; Hutter, K.. Do Men and Women Laugh About Different Types of Humor? A Comparison of Satire, Sentimental Comedy, and Comic Wit in Print Ads, Journal of Current Issues & Research in Advertising. (forthcoming)

Müller, S.; Hoffmann, S.; Schwarz, U.; Gelbrich, K. (2012). The Effectiveness of Humor in Cross-Cultural Advertising, Journal of Euromarketing, 20 (1/2).

Hoffmann, S.; Liebermann, S.; Schwarz, U. (2012). Ads for Mature Consumers: The Importance of Addressing the Changing Self-view between the Age Groups 50+ and 60+, Journal of Promotion Management, 18 (1), 60-82.

Schwarz, U.; Hoffmann, S. (2012). Unter welchen Bedingungen ist humorvolle Werbung erfolgreich? Ein Überblick zu den Moderatoren der Humorwirkung, Wirtschaftswissenschaftliches Studium, 41 (7), 344-349.

Schwarz, U.; Hoffmann, S. (2011). The Effectiveness of Sentimental Comedy and Sentimental Humor in Cross-Cultural Advertising: A Comparison of German and Spanish Print Ads, Proceedings of the 40th EMAC Conference 2011, Ljubljana, May 24th-27th, 2011.

Hutter, K.; Hoffmann, S. (2011). Guerrilla Marketing. The Nature of the Concept and Propositions for Further Research, Asian Journal of Marketing, 5 (2), 39-54.

Mai, R.; Hoffmann, S. (2011). Four Positive Effects of a Salesperson’s Regional Dialect in Personal Selling, Journal of Service Research, 14 (4), 423-437.

Hoffmann, S.; Schwarz, U.; Müller, S. (2011). The Ambivalent Effects of Website Complexity, International Journal of Internet Marketing and Advertising, 6 (4), 413-433.

Hutter, K.; Hoffmann, S. (2011). Guerilla Marketing – eine nüchterne Betrachtung einer viel diskutierten Werbeform, International Journal of Marketing, 50 (2), 121-135.

Hoffmann, S.; Liebermann, S.; Schwarz, U. (2010). Ads for Mature Consumers in Transformation Countries: Should Marketers Address the Same Shift of Values as in Industrialized Countries, in: Bauer, A.; Agardi, I. (Eds.). EMAC Regional Conference – Marketing Theory Challenges in Emerging Societies, Proceedings of the 1th Annual EMAC Regional Conference, Budapest, September 24-25, 2010.

Mai, R.; Hoffmann, S. (2010). Die Wirkung von Akzent und Dialekt in der internen und externen Kommunikation: Stand der betriebswirtschaftlich orientierten Forschung und Forschungsdirektiven, Journal für Betriebswirtschaft, 60 (4), 241-268.

Mai, R.; Hoffmann, S.; Müller, S. (2009). Die asymmetrische Wirkung eines Akzents in der Werbung, Marketing – Zeitschrift für Forschung & Praxis, 31(4), 255-265.

Schwarz, U.; Hoffmann, S. (2009). Wer lacht über humorvolle Werbung? - Der Einfluss von Kultur und Geschlecht, transfer - Werbeforschung & Praxis, 55 (2), 19 30.