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Die Beeinflussung von Konsumenten durch Werbung. Strategien, Ziele und Folgen by Anonymous

Die Beeinflussung von Konsumenten durch Werbung. Strategien, Ziele und Folgen

by Anonymous
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Book cover type: Paperback
  • ISBN13: 9783346117212
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 22
  • Original Price: USD 22.5
  • Language: German
  • Edition: N/A
  • Item Weight: 41 grams
  • BISAC Subject(s): Sociology / General

Studienarbeit aus dem Jahr 2018 im Fachbereich Soziologie - Konsum und Werbung, Note: 1,7, Hochschule Magdeburg-Stendal; Standort Stendal, Sprache: Deutsch, Abstract: In der Arbeit wird die These untersucht, dass die Konsumentenbeeinflussung durch Werbung in den letzten Jahren durch die Globalisierung sowie Digitalisierungen einen enormen Anstieg erreichen konnte. Hierzu werden zun chst in den ersten Kapiteln grundlegende Begriffe gekl rt und es erfolgt ein Einblick in die Thematik. Darauffolgend wird n her auf die Arten, Strategien, Ziele und Folgen ebenso wie auf Vor- und Nachteile eingegangen, anschlie end wird das Kaufverhalten von Kunden analysiert, bevor schlussendlich in dem letzten Kapitel ein Fazit gezogen und die These beantwortet wird. Wir kennen sie alle: die lila Milka-Kuh oder der Coca-Cola-Weihnachtsmann sind Beispiele f r gelungene Werbekampagnen, die in den K pfen bleiben. Automatisch verbinden wir eine bestimmte Farbe, eine Person oder eine Melodie mit einer Marke und das innere Bild, das uns durch diese Faktoren vermittelt wurde, entscheidet im Unterbewusstsein ganz selbstverst ndlich ber unser Kaufverhalten. Doch wie genau gelingt es einem Unternehmen, mithilfe von Werbung die Aufmerksamkeit von potentiellen Kunden auf sich zu lenken und diese zum Kauf zu animieren? Die Vermarktung eines Konsumgutes stellt ein Unternehmen vor eine gro e Herausforderung da sie ber den Erfolg oder Misserfolg entscheiden kann. Damit ein Unternehmen eben diese positive Bilanz ziehen kann, m ssen die produzierten G ter attraktiv vermarktet und angeboten werden. Dabei wird m glichst der Blick der Kunden mit den unterschiedlichsten Arten und Weisen auf das Produkt gerichtet, unterschwellige Konsumentenbeeinflussung und Werbewirkung sind hier ausschlaggebende Begriffe.

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