Strategien der Werbung: Eine verhaltenswissenschaftliche Betrachtung

Name: Strategien der Werbung: Eine verhaltenswissenschaftliche Betrachtung
Brand: Atlantic Books
SKU: 9783640637652
Price: 2344.0 INR
Availability: InStock

by Anne Pytlik , Bettina Eßfeld

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ISBN13: 9783640637652
Binding: Paperback
Subject: N/A
Publisher: Grin Verlag
Publisher Imprint: Grin Verlag
Publication Date: June 5, 2010
Pages: 38
Original Price: USD 27.9
Language: German
Edition: N/A
Item Weight: 64 grams
BISAC Subject(s): Marketing / General

About The Book

Studienarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Rheinische Friedrich-Wilhelms-Universität Bonn, Sprache: Deutsch, Abstract: Wir wollen aufzeigen mit welchen Techniken diese Strategien erst wirksam werden können. Dies ist wichtig, da wir in unserer Betrachtung vom Konsumenten im verhaltenswissenschaftlichen Sinne ausgehen. Daher sollen die Strategien aus Sicht der Werbefachleute (stellvertretend für die Unternehmen) aber vor allem die Verhaltensdeterminanten der Konsumenten untersucht und dargestellt werden. Um ein umfassendes Verständnis der Themenstellung zu ermöglichen, ist eine übergreifende Betrachtung der gesellschaftlichen Begleitumstände unumgänglich. Hierzu zählen vor allem die Vorgänge auf gesättigten Märkten, die Informationsüberflutung, und der durch unterschiedliche Faktoren begründete Wertewandel. Diese Betrachtung erfolgt im zweiten Kap. Das Ziel der Werbung, ausgehend von den Begleitumständen, wird im darauf folgenden Kap genauer aufgegliedert. Anschlie end wird in Kap 3 weiter auf die im Zentrum der Arbeit stehenden Strategien der Werbung geführt. Wer ein Produkt oder eine Dienstleistung verkaufen möchte, muss diese anbieten. Sind Konkur¬renzangebote auf dem Markt, ist es wichtig die Nachfrage für das eigene Produkt verstärkt zu wecken. Daher wird der Anbie¬ter zum Mittel der Werbung greifen. Dabei reicht es nicht, der potentiellen Kundschaft nur mitzuteilen, dass dieses Angebot existiert. Vielmehr geht es darum, die Besonderheit des An¬gebotes herauszustellen und möglichst wirksam zu vermitteln. Diese Aufgabe bezeichnet man als "Positionierung des Angebotes". Sie ist unter Berücksichtigung unserer heutigen gesellschaftlichen Umstände die zentrale Strategie, um ein Produkt optimal darzustellen. Die Positionierung kann in unterschiedlicher Form umgesetzt werden, hauptsächlich ist sie jedoch dreifach zu unterteilen: Informative, emotionale und Positionierung durch Aktualität. Um tiefer in die G

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