TY  - JOUR
U1  - Zeitschriftenartikel, wissenschaftlich - begutachtet (reviewed)
A1  - Schmäh, Marco
A1  - Tonelli, Anna
A1  - Hattum, Lawrence van
T1  - Areas of perception at airports : airport marketing ; an analysis of perception at airports with focus on behavioral assumptions
JF  - Marke 41 : das neue Journal für Marketing
N2  - Airports largely outgrew their sole purpose of simply being travel hubs and by connecting millions of passengers to their destinations each year on an international scale, they have become increasingly interesting for business and related marketing opportunities. In fact, passengers are easily segmented and can be reached effectively throughout specific airport areas, making some areas more suitable for advertising than others. Emotional states, roaming time and the freedom to move vastly, influence how much information passengers are able to absorb from their direct surroundings. Finally our research shows that some areas are more suitable than others. Therefore a careful selection of airport locations for communication will be key to secure the impact and improve the effectiveness of communication measures. With these insights, advertisers can deliberately choose the areas that are most effective for displaying their ads.
Y1  - 2020
U6  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-27719
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-27719
UR  - http://www.marke41.de/index.php/archiv/pdf
SN  - 1866-5438
SS  - 1866-5438
IS  - 3
SP  - 64
EP  - 70
S1  - 7
PB  - MIM, Marken-Institut München
CY  - München
ER  -