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Die Ankertechnik des Neurolinguistischen Programmierens in der Werbung by Al Barkani, Fadoua

Die Ankertechnik des Neurolinguistischen Programmierens in der Werbung

by Fadoua Al Barkani
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Book cover type: Paperback
  • ISBN13: 9783656239246
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 28
  • Original Price: USD 27.9
  • Language: German
  • Edition: N/A
  • Item Weight: 50 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Veranstaltung: Marketing and Sales, Sprache: Deutsch, Abstract: Bei der Eingabe der Abkürzung Neurolinguistischen Programmierens (NLP) erhält der Leser in der Internetsuchmaschine Google 52.300.00 Ergebnisse. Die hohe Ergebniszahl ist damit zu begründen, dass die Abkürzung in der englischen Sprache (neurolinguistic programming), als auch in der deutschen Sprache (Neurolinguistisches Programmieren), verwendet wird und ursprünglich ein reines Instrument der Persönlichkeitsentwicklung war. Das Neurolinguistische Programmieren zählt zu den Kognitions- und Verhaltenswissenschaften und beschreibt das Zusammenspiel von Geist und Sprache. Es ist eine Methode, um Marken langfristig in den Köpfen der Konsumenten zu festigen. In der Werbung wird diese Methode zur Individualisierung einer Marke genutzt. Konsumenten werden tagtäglich mit Informationen und Kaufanreizen über und für Produkte überflutet. Unternehmen und ihre Marken müssen sich in einem hyperkompetitiven und gesättigten (oder zum Teil überfüllten) Markt gegenüber einer hinsichtlich der Produkteigenschaften sehr heterogenen Konkurrenz hervorheben, um langfristig bestehen zu können. Doch wie lässt sich eine Marke von den konkurrierenden Marken abgrenzen? Kann eine Marke bei den Konsumenten positive Emotionen auslösen und so das Kaufverhalten anregen? Wie muss eine Markenstrategie ausgelegt sein, um langfristig von Konsumenten als attraktive und wohltuende Marke gesehen zu werden? Diese Arbeit beschäftigt sich mit der Frage der Auswirkung von Markenkommunikation auf Konsumenten unter Verwendung Neurolinguistischer Programmierung. Zu Beginn wird der Begriff Neurolinguistisches Programmieren definiert. Im Anschluss wird der aktuelle Forschungsstand wird zudem untersucht und dargestellt. Der Schwerpunkt di

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