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Wolfgang Hothum

EPISODE · Jul 2, 2020 · 34 MIN

Wolfgang Hothum

from OOH Podcast · host Fachverband Aussenwerbung e.V.

Wolfgang Hothum nähert sich dem Thema Kreation lieber mit Kopf statt mit Bauchgefühl: In dem von ihm gegründeten Institut für Kommunikationsanalyse und -Optimierung (IKAO) analysiert der ehemalige Agenturmann die Wirksamkeit von Kampagnen anhand hunderter wissenschaftlich geprüfter Parameter. Im FAW-Podcast plaudert Hothum mit FAW-Geschäftsführer Kai Thäsler über die aktuelle „Formalqualität“ und Appellstärke“ analoger wie digitaler OOH-Motive und deren vorhandene Konzeptreserven, über die zusätzlicher Umsatz von bis zu 15 Prozent generiert werden könnte.

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Wolfgang Hothum

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