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Werbung Bei Jugendlichen

Werbung Bei Jugendlichen


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About the Book

Aufbau der Untersuchung Untersuchungsobjekt dieser Arbeit ist jene Bevölkerungsschicht in der Bundesrepublik Deutschland, die man mit dem etwas weit- läufigen Begriff Jugend bezeichnet. Das Untersuchungsziel ist darauf gerichtet, die Situation des Jugendlichen als Bedarfsträger und Konsument zu analysieren und Schlußfolgerungen daraus zu ziehen, welche absatzpolitischen Möglichkeiten der wirtschaftlichen und sozialen Lage dieser Verbraucherschicht entsprechen. Dabei liegt der Hauptakzent dieser Arbeit auf dem Problem der Abstimmung werblicher Maßnah- men, die sich an jugendliche Bevölkerungsschichten 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 spät eingesetzt. Der Grund liegt darin, daß der Heranwachsende noch vor wenigen Jahrzehnten kaum über eigene finanzielle Mittel verfügte; die Entscheidungen über Anschaffungen für Kinder und Jugendliche blieb ausschließlich den Eltern vorbehalten. Erst mit der Veränderung familiärer Beziehungen, der Respektierung heranwachsender Familienmitglieder als Individuen mit eigenen Wünschen und Meinungen und der finanziellen Ausstattung Jugend- licher mit Taschengeld sowie durch die Anhebung der Lehrlings- entlohnung und der vollen Verdienstmöglichkeit jugendlicher Berufstätiger wandten sich die absatzwirtschaftlichen Bemühun- gen auch den jüngeren Bevölkerungsschichten zu. Bei der Aufbereitung des Materials wurde deutlich, daß sich die Ausführungen nicht nur auf rein wirtschaftliche Tatbestände be- schränken lassen, wenn eine Erklärung für bestimmte Verhaltens- weisen gegeben werden soll. Bedarfsäußerungen und Interessen- strukturen richten sich vielmehr nach übergeordneten Zusammen- hängen, die sich nach der Lewinsehen Feldtheorie als Funktion 1 der Persönlichkeit und ihrer Umwelt deuten lassen >.


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Product Details
  • ISBN-13: 9783409364225
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: Softcover Reprint of the Origi ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 10 mm
  • Width: 170 mm
  • ISBN-10: 3409364226
  • Publisher Date: 01 Jan 1972
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 184
  • Series Title: Studienreihe Betrieb Und Markt
  • Weight: 358 gr


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