{"id":16274,"date":"2015-03-24T11:13:56","date_gmt":"2015-03-24T10:13:56","guid":{"rendered":"https:\/\/eye-square.com\/de\/?p=16274"},"modified":"2017-03-20T10:15:49","modified_gmt":"2017-03-20T08:15:49","slug":"michael-schiessl-zur-measurement-crisis","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/michael-schiessl-zur-measurement-crisis\/","title":{"rendered":"Michael Schie\u00dfl zur Measurement Crisis"},"content":{"rendered":"

Michael Schie\u00dfl sieht in der Measurement Crisis den Grund warum das Internet in seiner Wirkungskraft f\u00fcr Marken untersch\u00e4tzt wird.\u00a0W\u00e4hrend im Bereich der Performance-basierten Werbema\u00dfnahmen oft die nackten Abverkaufszahlen als Wirkungsnachweis akzeptiert werden, herrscht im Hinblick auf die Branding-Effekte von Online-Werbung gro\u00dfes Unbehagen.<\/p>\n

 <\/p>\n

Die implizite Werbewirkungsforschung, die vor allem unwillk\u00fcrliche physiologische Reaktionen wie den Blickverlauf mit Hilfe des Eye Tracking misst, liefert Indikatoren f\u00fcr den ‚visual success‘, also Messwerte f\u00fcr Aufmerksamkeit und Wahrnehmung.<\/p>\n

 <\/p>\n

Link zum Artikel:
\nDie Measurement Crisis (new business 14\/2013)<\/a><\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Michael Schie\u00dfl sieht in der Measurement Crisis den Grund warum das Internet in seiner Wirkungskraft f\u00fcr Marken untersch\u00e4tzt wird.\u00a0W\u00e4hrend im Bereich der Performance-basierten Werbema\u00dfnahmen oft die nackten Abverkaufszahlen als Wirkungsnachweis akzeptiert werden, herrscht im Hinblick auf die Branding-Effekte von Online-Werbung gro\u00dfes Unbehagen.   Die implizite…<\/p>\n","protected":false},"author":7,"featured_media":18305,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[204,1],"tags":[],"class_list":["post-16274","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article","category-news"],"yoast_head":"\nMichael Schie\u00dfl zur Measurement Crisis | eye square<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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