Advertising Effectiveness Model of Content Marketing

Thomas Hörner ()

Chapter Chapter 2 in Advertising Impact and Controlling in Content Marketing, 2023, pp 13-54 from Springer

Abstract: Abstract How can content marketing actually achieve an advertising effect if its content is not advertising-related at all? The advertising effect model of content marketing (which is presented in more detail here) shows that this is possible both on a direct effect path (DCE, Direct Content Effect), e.g. by creating awareness, trust, etc. On the other hand, there is an indirect effect (PCE, Preperatory Content Effect), according to which content marketing can increase the effect of advertising advertising. These effects then also allow for a better definition and clear delimitation of content marketing from other disciplines (such as advertising, journalism, etc.).

Date: 2023
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DOI: 10.1007/978-3-658-40551-9_2

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