Impact communication

The technical term impact communication was coined in the advertising industry and primarily describes the endeavor to bring advertising or factual information to the respective recipient with maximum efficiency . In this case, both high distribution and accessibility as well as good comprehensibility in connection with appropriate visual or linguistic design are described as efficient .

In the commercial

In order to achieve these effects, effective communication in the advertising sector always aims at an optimal, comprehensive connection of modern media. A synergy effect from multimedia data (texts, images, videos, audio data) and online offers (homepages, online portals, video channels, social networks) is sought.

In companies

The general definition is also valid in the business sector, but here with a different objective. The information to be conveyed relates to the respective company and should be conveyed to its customers in an appropriate and professional manner. "Impact communication" "refers here to the appropriate behavior of the employees in the various written or verbal communication situations (meetings, telephone calls, presentations, letters, e-mails).

literature

• Hahn, Martin & Ylönen, Sabine (ed.): Advertising communication in transition. Modern marketing in German and Finnish companies . Frankfurt / M., Berlin, Bern, Bruxelles, New York, Oxford, Vienna, 2001
• Steinmetz, Ralf: Multimedia technology. Basics, components and systems . Springer 2000
• Jürgen Wilke : Multimedia / Online Media. In: Elisabeth Noelle-Neumann, Winfried Schulz, Jürgen Wilke (Hrsg.): Fischer Lexikon Publizistik Massenkommunikation. 5th, updated, completely revised. u. supplementary edition Fischer paperback, Frankfurt am Main 2009.