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Die Bedeutung neurowissenschaftlicher Erkenntnisse für die Werbung

Die Bedeutung neurowissenschaftlicher Erkenntnisse für die Werbung

          
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About the Book

Masterarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Fachhochschule Trier - Umwelt-Campus, Standort Birkenfeld, Sprache: Deutsch, Abstract: Ein durchschnittlicher Supermarkt verfügt über ca. 40.000 Artikel. Hier finden sich neben 300 Schokoladensorten, 80 verschiedenen Fruchtsäften, 100 Sorten Chips auch 120 Pastasaucen. Eine vier köpfige Familie deckt ihren Haushaltsbedarf bis zu 85 Prozent mit nur 150 Artikeln ab (Taverna 2013, S. 1). Das bedeutet, dass rund 39.850 Artikel beim Konsumenten wahrscheinlich keine Beachtung finden. Bei der Frage, ob sich die Kunden bei ihrem Einkauf von der Werbung beeinflussen lassen, antworten die meisten Menschen vermutlich mit einem überzeugten "Nein". Allerdings ist vielen Kunden nicht klar, dass das Bewusstsein zu 95 Prozent vom Unterbewusstsein gesteuert wird (Raab, Gernsheimer und Schindler 2013, S. 17). Die Kaufentscheidungen sind bereits getroffen, bevor der Konsument bewusst darüber nachdenken kann. An einem klassischen Arbeitstag ist ein Konsument etwa 3.000 bis 4.000 Werbebotschaften ausgesetzt (Häusel 2013, S. 46). Das Umwerben beginnt bereits kurz nach dem Aufstehen, wenn das Radio angeschaltet oder die Zeitung beim Frühstück aufgeschlagen wird. Verlässt der Konsument das Haus, begegnet er zahlreichen Plakaten. Am Arbeitsplatz geht er ins Internet und wird mit Werbebannern konfrontiert. Greift er zum Smartphone, wird er insbesondere in den kostenlosen Apps mit Werbung angesprochen. In der Mittagspause oder auf dem Nachhauseweg warten erneut zahlreiche Werbeplakate auf den Konsumenten. Zuhause angekommen ist auch der Briefkasten überfüllt mit Werbebriefe und Prospekte. Schließlich setzt er sich vor den Fernseher und wird auch bei den Privatsendern der Werbung ausgesetzt. Von all diesen Botschaften kann das Gehirn nur einen verschwindend geringen Teil an Informationen bewusst aufnehmen und verarbeiten. Diese Kommunikationsflut erreicht schon


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Product Details
  • ISBN-13: 9783656914679
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3656914672
  • Publisher Date: 09 Mar 2015
  • Height: 210 mm
  • No of Pages: 114
  • Series Title: German
  • Weight: 159 gr


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