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Die Vor- und Nachteile personalisierter Werbung für Konsumenten by Anonymous

Die Vor- und Nachteile personalisierter Werbung für Konsumenten

by Anonymous
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Book cover type: Paperback
  • ISBN13: 9783346487339
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 40
  • Original Price: USD 25.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 64 grams
  • BISAC Subject(s): Communication Studies

Studienarbeit aus dem Jahr 2021 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Hochschule für Medien, Kommunikation und Wirtschaft, Sprache: Deutsch, Abstract: Zwischen dem Nutzen individuell zugeschnittener Werbeanzeigen für Konsumenten durch Schaffung möglicher Übereinstimmungen mit ihren Wünschen einerseits und einer Belästigung infolge penetranter Marketingkampagnen andererseits, herrschen komplexe Zusammenhänge. Individuelles Konsumentenbewusstsein über die Generierung persönlicher Daten durch Dritte hat zudem Einfluss auf Bewertungen verschiedener Werbepersonalisierung. Bemühungen zur Personalisierung durch Werbende können Zustimmung und gleichzeitig Ablehnung der Konsumenten steigern, was zu einem Paradoxon führt. Das Ziel dieser Arbeit ist es, aus Konsumentenperspektive Nutzen und Problematiken individualisierten Marketings gegenüberzustellen. Au erdem wird auf Faktoren eingegangen, die unterschiedliche Einschätzungen von Individuen über Aspekte personalisierter Werbung herbeiführen. Social-Media, Webseiten und E-Mail Werbung gelten im Jahr 2020 als die rentabelsten Marketing-Instrumente für Unternehmen auf Grund ihrer breiten Targeting- und Personalisierungspotentiale sowie digitale Werbung kontinuierlichen Wachstum erfährt. Deswegen wird auf jene zukunftsweisenden Formen personalisierter Werbung ein Hauptaugenmerk in dieser Arbeit gelegt. Im zweiten Kapitel, folgend zur personalisierten Werbung im Allgemeinen, schlie en nähere definitorische Erläuterungen zu Besonderheiten datenbasierter Online-Werbung an. Definitionen notwendiger Targeting-Techniken schlie en den Kreis. Kapitel 3.1.1 befasst sich mit Vorteilen, die auf Grund technischer Möglichkeiten jener Werbung für Konsumenten auf dem Angebotsmarkt entstehen. Dem steht Kapitel 3.2.1 gegenüber, das sich mit Nachteilen bezüglich der Konsumentenwahrnehmung von Produkten und Dienstleistung in diesem Bezugsrahmen befasst. Kapitel 3.1.2 behandelt Nu

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