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Bewertung von Anzeigenwerbung für die Zielgruppe Best-Ager by Yunus, Katrina

Bewertung von Anzeigenwerbung für die Zielgruppe Best-Ager

by Katrina Yunus
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Book cover type: Paperback
  • ISBN13: 9783838681986
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 108
  • Original Price: USD 100.9
  • Language: German
  • Edition: N/A
  • Item Weight: 150 grams
  • BISAC Subject(s): Marketing / General

Inhaltsangabe: Einleitung: Werbung ist mittlerweile als Bestandteil des täglichen Lebens nicht mehr wegzudenken. Unternehmen investieren jährlich rund 30 Mrd. € in die werbetreibende Wirtschaft, was einem nicht unwesentlichen Anteil am Bruttoinlandsprodukt von 1,4 Prozent entspricht. Heutzutage sind Produkte ausgereift und Innovationen selten. Die geringen Qualitätsunterschiede führen nicht nur zu austauschbaren Produkten, sondern häufig auch zu austauschbaren Informationen in der Werbung. Durch emotionale Werbung und den Aufbau von Erlebniswelten wird heutzutage versucht, sich im Wettbewerb zu differenzieren. Vor dem Hintergrund gesättigter Märkte ist Werbung der wesentliche Marketing-Mix-Faktor zur Differenzierung. Neben den veränderten Informations- und Kommunikationsbedingungen muss Werbung als Teil der Alltagskultur sensibel sein für jegliche gesellschaftliche Veränderungen.1 Die demographische Entwicklung in Deutschland führt dazu, dass im Jahr 2030 bereits jeder dritte Konsument älter als 60 Jahre ist.2 Effizientes Werben bedeutet in diesem Zusammenhang neue Märkte rechtzeitig zu erkennen, zum richtigen Zeitpunkt mit den richtigen Produkten, aber vor allem mit der richtigen Kommunikationspolitik zu bewerben. Aus der demographischen Veränderung ergeben sich Chancen für Unternehmen, da die Wahrscheinlichkeit, dass die wachsende Anzahl älterer Konsumenten mit Werbung in Kontakt kommt, sehr hoch ist. Sie sind intensive Medienkonsumenten, verfügen über die meiste Freizeit und höchste Kaufkraft in Deutschland. Doch Umfragen bestätigen eine Dominanz der Jugend in der Werbung, die der demographischen und wirtschaftlichen Realität widerspricht.3 Für die Zielgruppe Best-Ager Geld auszugeben halten viele Werbetreibende für reine Verschwendung. Dies spiegelt sich nicht nur in einer erheblichen Unterrepräsentation wider, sondern auch in deren unrealistischer Stereotypenbildung. Zu den Ursachen zählen mangelnde Erfahrung mit den Best-Agern und die Befürchtung, die Mark

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