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Information oder Emotion? Prozesse und Arten der Werbung by Splawinski, Milosz

Information oder Emotion? Prozesse und Arten der Werbung

by Milosz Splawinski
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Book cover type: Paperback
  • ISBN13: 9783668139800
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 24
  • Original Price: USD 26.9
  • Language: German
  • Edition: N/A
  • Item Weight: 46 grams
  • BISAC Subject(s): Marketing / General

Akademische Arbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Sprache: Deutsch, Abstract: Auf den ersten Blick scheint schon Vieles über die Werbung gesagt, doch auf den zweiten zeigt sich, wie lebendig dieses Thema ist und wie viel sich in kürzester Zeit verändert: Angefangen von den sich stetig verändernden Wahrnehmungen bei den Konsumenten, beispielsweise bei erotischer Werbung, bis hin zu den lebendigen Forschungsentwicklungen der Werbepsychologie, des Käuferverhaltens, der Werbewirkungsforschung und des Neuromarketings. Die Relevanz der Werbewirkung zeigt sich bei der gro en Flut von Werbestimuli, die auf die Empfänger tagtäglich einwirken: Die meisten dargebotenen Informationen und Emotionen verpuffen wirkungslos, da der potenzielle Konsument sie gar nicht beachtet und damit blo überflutet wird. Die Frage, die sich anschlie t ist, ob man nicht ganz auf informierende Werbung verzichten sollte, da Informationen beim Konsumenten vermeintlich nichts bewirken. In der Werbewelt lässt sich jedoch ein Nebeneinander der emotionalen und informierenden Werbeart beobachten. In dieser Arbeit werden die grundlegenden Begriffe der informierenden und emotionalen Werbung definiert, abgegrenzt und gekennzeichnet. Zunächst werden einige grundlegende Sichtweisen und Erklärungen beschrieben und verglichen, bevor versucht wird, die Prozesse und Werbearten nach Informationen und Emotionen zu trennen.

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