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Werbung Bei Jugendlichen by Johannes Renner

Werbung Bei Jugendlichen

by Johannes Renner
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Book cover type: Paperback
  • ISBN13: 9783409364225
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 184
  • Original Price: EUR 51.39
  • Language: German
  • Edition: Softcover Repri
  • Item Weight: 309 grams
  • BISAC Subject(s): Economics / General

Aufbau der Untersuchung Untersuchungsobjekt dieser Arbeit ist jene Bev�lkerungsschicht in der Bundesrepublik Deutschland, die man mit dem etwas weit- l�ufigen Begriff "Jugend" bezeichnet. Das Untersuchungsziel ist darauf gerichtet, die Situation des Jugendlichen als Bedarfstr�ger und Konsument zu analysieren und Schlu folgerungen daraus zu ziehen, welche absatzpolitischen M�glichkeiten der wirtschaftlichen und sozialen Lage dieser Verbraucherschicht entsprechen. Dabei liegt der Hauptakzent dieser Arbeit auf dem Problem der Abstimmung werblicher Ma nah- men, die sich an jugendliche Bev�lkerungsschichten richten, fer- ner auf der Untersuchung des gesellschaftlichen Konsumleitbildes "Jugend", mit dem Werbestrategien das Produkt-Image aufzubauen versuchen. Das wirtschaftliche Interesse an der Jugend hat erst relativ sp�t eingesetzt. Der Grund liegt darin, da der Heranwachsende noch vor wenigen Jahrzehnten kaum �ber eigene finanzielle Mittel verf�gte; die Entscheidungen �ber Anschaffungen f�r Kinder und Jugendliche blieb ausschlie lich den Eltern vorbehalten. Erst mit der Ver�nderung famili�rer Beziehungen, der Respektierung heranwachsender Familienmitglieder als Individuen mit eigenen W�nschen und Meinungen und der finanziellen Ausstattung Jugend- licher mit Taschengeld sowie durch die Anhebung der Lehrlings- entlohnung und der vollen Verdienstm�glichkeit jugendlicher Berufst�tiger wandten sich die absatzwirtschaftlichen Bem�hun- gen auch den j�ngeren Bev�lkerungsschichten zu. Bei der Aufbereitung des Materials wurde deutlich, da sich die Ausf�hrungen nicht nur auf rein wirtschaftliche Tatbest�nde be- schr�nken lassen, wenn eine Erkl�rung f�r bestimmte Verhaltens- weisen gegeben werden soll. Bedarfs�u erungen und Interessen-strukturen richten sich vielmehr nach �bergeordneten Zusammen- h�ngen, die sich nach der Lewinsehen Feldtheorie als Funktion 1 der Pers�nlichkeit und ihrer Umwelt deuten lassen >.

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