Werbewirkung vergleichender Werbung by Wolfgang Lauterbach
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Werbewirkung vergleichender Werbung

Werbewirkung vergleichender Werbung


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About the Book

Studienarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,4, Duale Hochschule Baden-Württemberg Mannheim, früher: Berufsakademie Mannheim (Dienstleistungsmarketing), Sprache: Deutsch, Abstract: Vor dem Hintergrund der Globalisierung, immer ähnlicher werdender Produkte und Dienstleistungen, einer zunehmenden Marktsättigung und einem damit verbundenen in-tensiveren Wettbewerb, wird es für Unternehmen immer wichtiger, Werbung zu treiben. Werbung kann und muss heutzutage einen bedeutenden Beitrag leisten, um die Marktposi-tion eines Unternehmens zu festigen und weiter auszubauen. Dies wird in der Regel auch von den Mitbewerbern erkannt und führt dazu, dass es immer schwieriger wird, sich in den "Werbeschlachten" zu behaupten. Ein Ziel der Werbung ist es, die Konsumenten zu bewe-gen das beworbene Produkt zu kaufen. Werbeerfolg stellt sich aber nicht automatisch ein. Auf dem Weg dorthin müssen einige Hürden genommen werden. Da Werbekommunikation indirekt stattfindet, erhält der Wer-betreibende kein Feedback von den Empfängern der Werbung. Daher besteht die Gefahr, dass Werbung ganz anders wahrgenommen wird, als von den Werbetreibenden beabsichtigt und somit nicht zu dem erwünschten Erfolg führt. Um dies zu umgehen wird versucht, so-wohl vor, während, als auch nach der Schaltung einer Werbekampagne deren Werbewir-kung zu prognostizieren, zu diagnostizieren und zu kontrollieren. Werbewirkungsforschung wird betrieben um sicherzustellen, dass Werbung in die beabsichtigte Richtung wirkt und um zu gewährleisten, dass die steigenden Kosten der Werbung durch entsprechende zusätzliche Verkaufserlöse zumindest gedeckt werden. Gründe, die eine wirksame Gestaltung von Werbung erschweren, sind auf Seiten der Kon-sumenten zu finden. Die zunehmende Substituierbarkeit der Produkte minimiert das Kauf-risiko, was das Interesse der Konsumenten an Produktinformationen zurückgehen lässt. Darüber hinaus sind die Konsumenten einer Flut von Informatio


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Product Details
  • ISBN-13: 9783638692441
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Weight: 136 gr
  • ISBN-10: 3638692442
  • Publisher Date: 18 Jul 2007
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm


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