Mundpropaganda Marketing - Warum müssen Unternehmen ohne Botschaft werben?
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Mundpropaganda Marketing - Warum müssen Unternehmen ohne Botschaft werben?

Mundpropaganda Marketing - Warum müssen Unternehmen ohne Botschaft werben?


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About the Book

Inhaltsangabe: Problemstellung: In Zeiten absoluter Informationsüberflutung muss sich die Werbung großen Herausforderungen stellen. Es geht nicht mehr allein darum Aufsehen zu erregen, sondern man muss Glaubwürdigkeit schaffen. Doch durch den immer größer werdenden Werbeaufwand erzeugt die Branche genau das Gegenteil. „Ein lästiges Grundrauschen der Marketingkommunikation wurde erreicht, und ist zu einem kollektiven Tinnitus der Menschheit geworden." Immer wieder wird mit Erstaunen festgestellt, welcher Menge an Botschaften der Verbraucher mittlerweile ausgesetzt ist. Diese Informationsüberlastung erschwert die Informationsverarbeitung und führt dazu, dass die Konsumenten anfangen zu selektieren. Darüber hinaus wird die Branche auch noch von neuen werbefeindlichen Technologien attackiert. Neuheiten, die dem Zuschauer erlauben nervende Werbeblöcke einfach auszublenden sind da erst der Anfang. Die Werbung verliert immer mehr ihren Platz in den Wohnzimmern und Anzeigen werden schon längst überblättert. Seth Godin, amerikanischer Bestsellerautor (Permission Marketing), definiert Werbung als eine „Wissenschaft, die mediale Botschaften kreiert und dann so platziert, dass sie den Konsumenten unterbrechen und dazu anspornen soll, ein bestimmtes Verhalten an den Tag zu legen." Da der Medienkonsum aber immer freiwilliger wird, hat das traditionelle Unterbrechungsmarketing große Probleme die Konsumenten zu erreichen. Unternehmen müssen sich auf raffinierte und feinsinnige Methoden einlassen um die Verbraucher zu erreichen. Neue Werbestrategien sind gefragt. Der zwischenmenschliche Kontakt wird entscheidend fürs Marketing. Buzz Marketing setzt auf diese Raffinesse und ist in der Voraussetzung verankert, dass Mundpropaganda die effektivste Form der Promotion ist und eine Empfehlung aus dem sozialen Umfeld die ultimative Marketing Waffe darstellt. Buzz Marketing Strategien sollen abseits der traditionellen Werbung den Unternehmen helfen, sich das Phänomen der Mundpropaganda


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Product Details
  • ISBN-13: 9783838690117
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 199 gr
  • ISBN-10: 3838690117
  • Publisher Date: 19 Sep 2005
  • Height: 210 mm
  • No of Pages: 106
  • Series Title: German
  • Sub Title: Aktuelle Entwicklung, Beurteilung und Expertenmeinungen
  • Width: 148 mm


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