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Methoden der außerökonomischen und ökonomischen Werbeerfolgskontrolle by Ottmüller, Florian

Methoden der außerökonomischen und ökonomischen Werbeerfolgskontrolle

by Florian Ottmüller
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Book cover type: Paperback
  • ISBN13: 9783656875703
  • 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

Studienarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Sprache: Deutsch, Abstract: Schon Henry Ford erkannte dass der Erfolg einer Werbekampagne längst nicht so kalkulierbar sei, wie andere betriebswirtschaftliche Investitionen. Und tatsächlich haben sich Unternehmen die vergangenen Jahrzehnte die Frage nach der Wirksamkeit und dem Markterfolg von getätigten Werbema nahmen gestellt. Besonders im Kontext immer weiter steigender Werbeausgaben, eines verschärften Kommunikationswettbewerbes zwischen den werbenden Unternehmen und gleichzeitiger Austauschbarkeit der Produkte wurde die Bedeutung eines Kontrollmechanismus für die Werbung immer bedeutender. Verschärft wurde diese Problematik insbesondere durch die sinkende Aufmerksamkeit der Konsumenten für Werbema nahmen aufgrund der steigenden Informationsüberlastung. Erst in den letzten Jahren konnten geeignete Modelle entwickelt werden, welche die Komplexität der Einflüsse des Marktgeschehens und die Wirkung von Werbeausgaben zusammenführen konnten. Diese Modelle liefern eine annäherungsweise Bestimmung des Werbeerfolgs hinsichtlich der Werbewirkung und der Veränderungen ökonomischer Zielgrö en. Eine Dimensionierung des Werbeerfolgs und seiner Kontrolle soll Gegenstand dieser Arbeit sein.

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