Die Zulässigkeit vergleichender Werbung gestern und heute
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Die Zulässigkeit vergleichender Werbung gestern und heute

Die Zulässigkeit vergleichender Werbung gestern und heute


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About the Book

Bachelorarbeit aus dem Jahr 2009 im Fachbereich Jura - Zivilrecht / Handelsrecht, Gesellschaftsrecht, Kartellrecht, Wirtschaftsrecht, Note: 1,3, FernUniversität Hagen, Sprache: Deutsch, Abstract: Im Zeitalter der Informationsgesellschaft sehen sich viele Unternehmen mit einer vom Verbraucher wahrgenommenen Austauschbarkeit ihrer Produkte mit den Produkten der Konkurrenz konfrontiert. Durch die alltägliche Reizüberflutung des Konsumenten mit Werbemitteln wie Fernsehspots, Printanzeigen, Radiowerbung und anderen ist dieser nur noch selten in der Lage, Unterschiede zwischen den Produkten wahrzunehmen und auf dieser Grundlage eine Kaufpräferenz zu bilden. Produkte und Hersteller verschwimmen zu einer homogenen Masse, das Konsumentenverhalten ist in der Folge für die Unternehmen nicht mehr einschätzbar, was direkte negative wirtschaftliche Folgen - wie fehlerhafte Preiskalkulationen und Markteinschätzungen - nach sich ziehen kann. Das Herausheben der eigenen Produkte aus der Masse der Konkurrenz ist folglich ein äußerst wichtiges Element der wirtschaftlichen Absatzpolitik eines Unternehmens. Der Einsatz besonderer Werbeformen soll ein vorteilhaftes und anhaftendes Bild des eigenen Produktes beim Verbraucher erzeugen und gleichzeitig das eigene Produkt gegenüber den Konkurrenzprodukten klar und möglichst positiv abgrenzen. Die vergleichende Werbung stellt eine solche besondere Werbeform dar. Durch einen Vergleich erhält der Verbraucher einen konkreten Bezugspunkt, an dem er seine Erwartungen an ein Produkt messen und sein Kaufverhalten dementsprechend ausrichten kann. Gleichzeitig können die Stärken des eigenen Produkts direkt dem Konkurrenzprodukt gegenübergestellt und in diesem konkreten Kontext günstig hervorgehoben werden. Aus wirtschaftlicher und absatzpolitischer Sicht ist die vergleichende Werbung deswegen für die werbenden Unternehmen sehr attraktiv. Gerade wegen der besonders hohen Aussagekraft für den Verbraucher liegt die Versuchung für den Werbenden nahe, d


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Product Details
  • ISBN-13: 9783640377787
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3640377788
  • Publisher Date: 25 Jul 2009
  • Height: 210 mm
  • No of Pages: 86
  • Series Title: German
  • Weight: 172 gr


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