Integrierte Kommunikation mit Bildern: Bildkommunikation

Name: Integrierte Kommunikation mit Bildern: Bildkommunikation
Brand: Atlantic Books
SKU: 9783640368068
Price: 2137.0 INR
Availability: InStock

by Bruno Simic

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ISBN13: 9783640368068
Binding: Paperback
Subject: N/A
Publisher: Grin Verlag
Publisher Imprint: Grin Verlag
Publication Date: July 10, 2009
Pages: 24
Original Price: USD 25.5
Language: German
Edition: N/A
Item Weight: 41 grams
BISAC Subject(s): Communication Studies

About The Book

Studienarbeit aus dem Jahr 2009 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Technische Hochschule K ln, ehem. Fachhochschule K ln, Sprache: Deutsch, Abstract: Die seit Jahren fortschreitende S ttigung der M rkte und die Angleichung von Produkten haben dazu gef hrt, dass Unternehmen nicht nur in einem Produkt- sondern auch in einem Kommunikationswettbewerb stehen. Dabei h ngt der Erfolg der Absatzpolitik entscheidend davon ab, ob es gelingt, konomisch effizient mit den Konsumenten zu kommunizieren. Heute muss es Unternehmen gelingen, durch den Einsatz von Kommunikationsinstrumenten bei aktuellen und potenziellen Kunden Aufmerksamkeit zu erlangen, um hierdurch Pr ferenzen f r die eigenen Produkte und Dienstleistungen zu erzeugen. Dabei ist die Werbung nach wie vor das wichtigste Kommunikationsinstrument und tr gt wesentlich zum Bekanntheits- und Imageaufbau von Marken bei. Unter Werbung verstehen Kroeber-Riel und Esch eine "versuchte Verhaltensbeeinflussung mittels besonderer Kommunikationsmittel" . Diese besonderen Kommunikationsmittel werden ber Streumedien, wie z.B. Zeitungen, Zeitschriften, Anschlagstellen, Fernsehen, H rfunk und Kino verbreitet. Auf der Seite der Konsumenten hat die Entwicklung im Medienmarkt jedoch zu einer Reiz berflutung im Sinne einer Informations berlastung gef hrt. Infolgedessen wird ein Gro teil der Kommunikationsaktivit ten von Unternehmen nicht mehr bewusst wahrgenommen. Hinzu kommt ein sinkendes Interesse an klassischer Mediawerbung, das sich beispielsweise im "Zapping" w hrend der TV-Werbung u ert. Nach Bruhn sind die Unternehmen somit gefordert, neue Formen der Kommunikation zu entwickeln, um ihre Zielgruppen gezielt anzusprechen. Dabei ist eine wesentliche Steigerung der Wirkung der verschiedenen Kommunikationsma nahmen durch integrierte Kommunikation m glich, d.h. durch eine inhaltliche und formale Abstimmung aller Inhalte bzw. Botschaften, die durch die Kommunikation v

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