Ambient Media. Bestandteil einer modernen Kommunikationspolitik und ihre Effizienzanalyse
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Ambient Media. Bestandteil einer modernen Kommunikationspolitik und ihre Effizienzanalyse

Ambient Media. Bestandteil einer modernen Kommunikationspolitik und ihre Effizienzanalyse


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About the Book

Bachelorarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Westfälische Hochschule Gelsenkirchen, Bocholt, Recklinghausen, Sprache: Deutsch, Abstract: Die Grundlage dieser Bachelorarbeit bildet die Frage: "Ist Ambient Media ein wichtiger Bestandteil der Kommunikationspolitik und wie effizient ist diese Marketingmaßnahme?" Das Marketing als ein holistischer und marktorientierter Bestandteil des unternehmerischen Managements hat in den vergangenen Jahren einen Wandel innerhalb der Kommunikationspolitik vollzogen. Der Einfluss der Unternehmen auf die Kaufentscheidungen der Konsumenten hat sich zunehmend erschwert. Das Übermaß an Werbebotschaften, mit denen Verbraucher täglich konfrontiert werden, zieht eine Resistenz der Konsumenten gegenüber den werblichen Aufwendungen nach sich. Die Unternehmen legen ihren Fokus vermehrt auf nicht-klassische Werbeformate, um die Aufmerksamkeit der an-gestrebten Zielgruppe zu erlangen. Dabei spielen insbesondere Ambient Medien eine zunehmende Rolle für werbetreibende Unternehmen. Ziel dieser Arbeit ist es daher, die Bedeutung von Ambient Medien für die Kommunikationspolitik als eines der vier Bestandteile des Marketing-Mixes zu erörtern. Dabei wird zunächst die Bedeutung des Marketings für das Unternehmen analysiert. Anschließend wird das Ambient Media als ein Bestandteil der Kommunikationspolitik dargestellt. Darüber hinaus bildet die Darlegung der Mediaplanung hinsichtlich der Ambient Medien einen wichtigen Parameter für den Erfolg dieser Marketingmaßnahmen. Um die zunehmende Bedeutung des neuen Mediums zu veranschaulichen, wird anschließend der vom Fachverband Ambient Media e.V. (FAM) veröffentlichte Ambient Media Trendbarometer analysiert. Die Effizienz von Ambient Media Maßnahmen wird zum einen durch eine unveröffentlichte Studie der Technischen Universität Dresden, zum anderen durch die Ambient Media Studie 2013/14 analysiert.


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Product Details
  • ISBN-13: 9783346113832
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 80
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3346113833
  • Publisher Date: 21 Feb 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 163 gr


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