Department of Marketing

Marketing Communication

Kommunikationspolitik

Traditional communication activities suffer from acceptance and wearing problems. Increasing advertisment budgets face the problem of decreasing advertisement efficiency. Our research looks for solutions to achieve consumers' attention and therefore to increase the advertisement efficiency.

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?

What is Guerilla-Marketing?

Definition Guerilla-Marketing: „Guerilla-Marketing umfasst verschiedene kommunikationspolitische Instrumente, die darauf abzielen, mit vergleichsweise geringen Kosten bei einer möglichst großen Anzahl von Personen einen Überraschungseffekt zu erzielen, um so einen sehr hohen Guerilla-Effekt (Verhältnis von Werbenutzen und -kosten) zu erzielen.“

Quelle: Hutter/Hoffmann (2011): Guerilla-Marketing – eine nüchterne Betrachtung einer vieldiskutierten Werbeform, S. 124.

Guerilla

Quelle: nach Hutter/Hoffmann (2011): Guerrilla-Marketing: The Nature of the Concept and Propositions for Further Research, S. 42.

 

Guerilla-Marketing Buchcover

The book "Professionelles Guerilla-Marketing" from Katharina Hutter and Stefan Hoffman shows, how unconventional marketing activities - so called Guerilla-Marketing activities - can help businesses to achieve consumers' attention and hence to increase the advertisement efficacy.

Are there recent publications of the Marketing Department?

Hutter, K.; Hoffmann, S. (2014). Professionelles Guerilla-Marketing. Grundlagen – Instrumente – Controlling. Wiesbaden: Springer Gabler.

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.

What are the reading suggestions of the Marketing Department?

Guerilla_Cover01Unconventional marketing activities - so called Guerilla-Marketing-activities - shall help to achieve consumers' attention and hence to increase the advertisement efficiency. In spring 2014 the Springer Gabler publisher released the book "Guerilla-Marketing" from Katharina Hutter and Prof. Dr. Stefan Hoffman. It points out different innovative marketing instruments, their impacts and concrete recommendations for actions for practitioners.

Hutter, K.; Hoffmann, S. (2014). Professionelles Guerilla-Marketing. Grundlagen – Instrumente – Controlling. Wiesbaden: Springer Gabler.

What does the media report about the studies of the Marketing Department?