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Markenkommunikation von Dienstleistungsanbietern. Aktivierungsmöglichkeiten durch Personen by Anonymous

Markenkommunikation von Dienstleistungsanbietern. Aktivierungsmöglichkeiten durch Personen

by Anonymous
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Book cover type: Paperback
  • ISBN13: 9783346263322
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 30
  • Original Price: USD 25.5
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 50 grams
  • BISAC Subject(s): Communication Studies

Studienarbeit aus dem Jahr 2019 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Hochschule Albstadt-Sigmaringen; Sigmaringen, Sprache: Deutsch, Abstract: Die Arbeit befasst sich mit der Problematik der Aktivierungstheorie in der Dienstleistungsbranche. Sie stellt den Grundbaustein der Markenkommunikation dar. Dabei wird auf die Besonderheiten der Dienstleistungen aufmerksam gemacht, denn das Hauptziel der Konsumentenforschung ist, die Aufmerksamkeit der potenziellen Dienstleistungskunden zu erregen. Das geschieht durch verschiedene Reize. Dieses Konzept der Stimuli wird unter Zuhilfenahme von verschiedenen Dienstleistungstypen angewendet und beschrieben. Auf welche Art und Weise muss eine Kommunikation gestaltet werden, damit sich ein Konsument für eine bestimmte Dienstleitung interessiert und diese im Endeffekt auch in Anspruch nimmt? Um eine Antwort auf diese Frage geben zu können, muss sich zunächst mit der Dienstleistung sowie deren besonderen Merkmalen auseinandergesetzt werden. Der Hauptteil dieser Arbeit ist die Aktivierung. Neben den theoretischen Grundlagen, bzw. wieso die Aktivierung in der Konsumentenforschung eine entscheidende Rolle spielt, werden auch die unterschiedlichen Aktivierungsarten näher erläutert. Auf der Theorie aufbauend wird im letzten Kapitel die Anwendung anhand von unterschiedlichen Dienstleistungen vollzogen und die Fragen geklärt, welche Reize in der Werbung wie eingesetzt werden können, um eine Aktivierung auszulösen.

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