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Crossmedia-Strategien: Die Bedeutung des medienübergreifenden Dialogs für das TV-Marketing

Crossmedia-Strategien: Die Bedeutung des medienübergreifenden Dialogs für das TV-Marketing

          
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About the Book

Inhaltsangabe: Problemstellung: Die Rahmenbedingungen für die Marketing-Kommunikation gestalten sich für die Unternehmen immer schwieriger. Durch die zunehmende Ähnlichkeit von Produkten ändern sich die Wettbewerbsbedingungen in der Weise, dass die Unternehmen weniger in einem Produktwettbewerb stehen, als vielmehr in einem Kommunikationswettbewerb. Somit wird die Kommunikation zu einem zentralen Erfolgsfaktor für die Unternehmen. Um sich in diesem Konkurrenzkampf zu behaupten, reagieren die Unternehmen mit einer verstärkten Platzierung ihrer Werbebotschaften. Daraus resultiert eine hohe finanzielle Belastung für die Werbetreibenden und die Forderung nach einer Effizienzsteigerung im Kommunikationsbereich wird laut. Aus der Sicht der Konsumenten zeichnet sich ein Überangebot an Werbeinformationen bis hin zur Ablehnung ab. Gleichzeitig ändert sich das Nutzungsverhalten von klassischen Medien, so dass die Wirksamkeit der Werbung in den Massenmedien zunehmend in Frage gestellt wird. Insbesondere der Einfluss der neuen Kommunikationskanäle spielt dabei eine besondere Rolle. Auf der Konsumentenseite findet zudem ein Wertewandel hin zur Individualisierung statt. Dies erschwert eine Zielgruppenbildung nach den bewährten Verfahren, wie beispielsweise die Einteilung nach soziodemographischen Daten. Es zeigt sich vielmehr das Bedürfnis des Konsumenten nach einem individuellen, bedürfnisgerechten Dialog, anstelle einer anonymen Massenansprache. Eine Abkehr von dieser ausschließlich massenmedial ausgerichteten Unternehmenskommunikation wird als ein Lösungsweg angesehen, um diesem Konsumentenbedürfnis gerecht zu werden. Die Bedeutungszunahme des ergänzend eingesetzten Direktmarketings im Kommunikations-Mix der Unternehmen lässt bereits einen Wandel erkennen. Einleitung: Die vorliegende Arbeit geht der Frage nach, inwieweit diese erfolgsversprechenden Instrumente des Direktmarketings mit den Kommunikationskanälen des Digitalen Zeitalters in ein medienübergreifendes Kommunika


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Product Details
  • ISBN-13: 9783838659107
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 213 gr
  • ISBN-10: 3838659104
  • Publisher Date: 08 Oct 2002
  • Height: 210 mm
  • No of Pages: 156
  • Series Title: German
  • Sub Title: Die Bedeutung des medienübergreifenden Dialogs für das TV-Marketing
  • Width: 148 mm


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