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Aktivierungstheoretische Erkenntnisse in der Werbung by Reinhold, Katja

Aktivierungstheoretische Erkenntnisse in der Werbung

by Katja Reinhold
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Book cover type: Paperback
  • ISBN13: 9783638926003
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 26
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 46 grams
  • BISAC Subject(s): Management

Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Handel und Distribution, Note: 1,3, Fachhochschule Erfurt, Veranstaltung: Vertriebs- und Handelsmanagement, Sprache: Deutsch, Abstract: Werbung ist heutzutage ein Bestandteil des t�glichen Lebens geworden. Sie stellt eines der bedeutendsten Mittel der Kommunikation von Unternehmen an Konsumenten dar. Neben der �bermittlung von Informationen ist der Versuch Verbraucher zu beeinflussen, d. h. Meinungen, Einstellungen, Erwartungen oder Verhaltensweisen im eigenen Interesse zu ver�ndern, ein zentrales Ziel jeglicher Kommunikation. Jeder Konsument ist heute, bewusst oder unbewusst, einer Vielzahl von Werbebotschaften ausgesetzt, die er auf Grund seiner nur begrenzt leistungsf�higen Sinnesorgane nur teilweise aufnimmt und verarbeitet. Diese Filterung bzw. Selektion der Informationen stellt ein grundlegendes Problem f�r Unternehmen dar. Der menschliche Organismus kann sich zudem in unterschiedlichen Stadien der "Wachheit" befinden, welche enorm gro en Einfluss auf die Aufnahmebereitschaft des Individuums haben. Aus diesem Grund kommt der Aktivierungswirkung von Werbung heutzutage eine zentrale, wenn nicht die zentrale Bedeutung zu, da die Erforschung dieser Wachheitszust�nde und ihrer Folgen den Kern der Aktivierungstheorie bildet. Ziel dieser Arbeit ist es, aktivierungstheoretische Erkenntnisse aus dem Bereich der Werbung darzustellen und zu �berpr�fen, auf welche Art und Weise sie in der Werbung zum Tragen kommen.

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