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Guerilla Marketing. Alternative oder Lösung der Zukunft? by Wieland, Robert

Guerilla Marketing. Alternative oder Lösung der Zukunft?

by Robert Wieland
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Book cover type: Paperback
  • ISBN13: 9783668098046
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 20
  • Original Price: USD 25.5
  • Language: German
  • Edition: N/A
  • Item Weight: 55 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule für Technik und Wirtschaft Berlin, Sprache: Deutsch, Abstract: Das Problem, auf welches ich eingehen möchte, besteht darin, dass die übliche Werbung, mit der der Otto Normalverbraucher täglich konfrontiert wird, einfach zu wenig Bezug findet zu den Konsumenten. Bestenfalls sollte Werbung zum Kauf anregen, meistens reicht es jedoch nur dazu, dass die Werbung zwar wahrgenommen wird, sich aber kaum einer dafür interessiert, oder sie als nervig, oder sogar als eine regelrechte Belästigung empfunden wird. Diesem Problem möchte das sogenannte Guerilla Marketing entgegenwirken. Wie das funktionieren kann und weshalb es sinnvoll sein könnte sich Facetten des Guerillamarketings zu bedienen, diese Aspekte möchte in den folgenden Abschnitten erläutern. Kurzgefasst kann man Guerillamarketing als eine unkonventionelle Werbeaktion bezeichnen, welche darauf abzielt die Konsumenten in ihren Bann zu ziehen, durch spektakuläre, kreative, ideenvolle, nicht alltägliche Situationen. Die Menschen sollen durch so wenig wie möglich Mittel, so viel wie möglich unterhalten werden bei Guerilla-Aktionen, teilweise sogar geschockt. Sie sollen ein Teil des Ereignisses werden und dieses positiv in Erinnerung behalten, um später Bekannten und Freunden von dieser tollen Erfahrung zu berichten, die dann mit der Marke, oder dem Produkt in Verbindung gebracht werden soll. Mit einem kleinen Budget wird im besten Fall so viel wie möglich Aufmerksamkeit erregt. Allerdings liegen diese Aktionen oft am Rande der Legalität, oder bewegen sich bereits im Bereich der Legalität. Doch wie sagt ein deutsches Sprichwort: Wo kein Kläger, da kein Richter.

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