Advertiser / Advertiser

Unter einem Werber ist derjenige business zu verstehen, auf dessen Veranlassung die Werbemaßnahme durchgeführt wird. In der Praxis wird er meist als Werbetreibender bezeichnet. Die Unterscheidung, ob ein Werber alleine wirbt oder ob mehrere Werber gemeinsam werben, führt zu den beiden Arten der Alleinwerbung oder Einzelwerbung und der Kollektivwerbung.
In the context of individual advertising, a service company advertises solely for its advertising objects. In contrast, in collective advertising, several service companies advertise their advertising objects together. Empirical studies show that the majority of commercial advertising takes place as sole advertising. Their share should be around 90 %.

Collective advertising

the Collective advertising tritt in der Praxis in zwei Ausprägungen auf. Bei der Form der Gemeinschaftswerbung ist es für den Umworbenen nicht sichtbar, welche Dienstleistungsbetriebe gemeinsam werben. Man spricht auch von der anonymen Kollektivwerbung. Als Beispiel sei hier die Gemeinschaftswerbung verschiedener Hotelbetriebe für ein Urlaubsgebiet genannt. Demgegenüber treten bei der Collective advertising die Dienstleistungsbetriebe offen mit ihren Firmennamen oder mit der Bezeichnung ihrer Leistung auf (offene Kollektivwerbung).

Solo advertising

Advantage of Solo advertising is that the advertiser can design the advertising measure entirely according to his will and only based on his advertising objects and goals. For many smaller service companies, the disadvantage of sole advertising is that the financial resources of the advertiser may not be sufficient for an effective use of the corresponding advertising material (e.g. TV advertising). Cooperative advertising with other companies then leads to the expectation of more economical advertising and can contribute to a higher degree of individual company implementation of the advertising goals.

Community advertising

the Community advertising is, however, more difficult to implement in practice than collective advertising. In the case of collective advertising, a strongly generalized advertising object usually has to be highlighted (e.g. vacation spot), and the diverse interests of the individual advertisers must be taken into account. The problem of unintentional collective advertising also arises if not all companies are included in the collective advertising and the advertising measure also has positive effects on other companies (so-called "free riders").

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