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Einführung in die DIAS-Matrix - Die Deep Impact Advertising Strategy

Einführung in die DIAS-Matrix - Die Deep Impact Advertising Strategy

          
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About the Book

Wissenschaftlicher Aufsatz aus dem Jahr 2008 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: "-", Ruhr-Universität Bochum (Institut für Arbeitswissenschaft), Sprache: Deutsch, Abstract: Werbung und Marketing-Aktivitäten sind in hohem Maße abhängig von der zielgruppengerechten Ansprache und Gestaltung der Werbemaßnahmen. Dies gilt in gleichem Maße bei der Einführung von Innovationen. Dabei spielt bei den Einzelmaßnahmen neben der Ansprache der richtigen Zielgruppe auch die zeitliche Planung des Einsatzes von Werbeaktivitäten bezogen auf die jeweilige Zielgruppe eine besondere Bedeutung. Die Art der Werbemittel ist wiederum abhängig vom Zeitpunkt des Einsatzes der Marketingmaßnahmen Werbung ist als Ansprache oder Anpreisung an die potentiellen Kunden auch eine Form von Kommunikation. Um Maßnahmen wirksam zu gestalten ist es daher unerlässlich, sich mit den Wirkungsweisen der Kommunikation auseinander zu setzen. Insbesondere die inter- und intrapersonellen Diffusionsprozesse spielen eine große Rolle und sind unbedingt zu beachten. Im Rahmen einer Projektwoche am Institut für Arbeitwissenschaft der Ruhr-Universität Bochum wurde daher die DIAS-Matrix entwickelt. Das Kürzel DIAS ist die Abkürzung von DEEP IMPACT ADVERTISING STRATEGY. DIAS bezeichnet somit eine Strategie, durch vorgelagerte strategische Überlegungen hinsichtlich der jeweiligen Zielgruppen durch die auszuwählenden Werbemaßnahmen einen möglichst starken Eindruck zu hinterlassen. Mit Hilfe des Tools soll die Effektivität von Marketingsaktivitäten erhöht werden.
About the Author: Der Autor wurde 1956 in Gelsenkirchen geboren und besuchte dort das Grillo- und Carl-Friedrich-Gauß-Gymnasium. Er absolvierte zunächst eine Verwaltungsausbildung in der Landesverwaltung NRW und studierte dann Verwaltungsrecht an der Fachhochschule für öffentliche Verwaltung in Gelsenkirchen und im Zweitstudium Rechtswissenschaft an der FernUniversität Hagen. Später studierte er an der University of Applied Sciences Dortmund Betriebswirtschaft, das er wie das vorangegangene Studium mit dem Diplom abschloss. Schließlich studierte er am Institut für Arbeitswissenschaft der Ruhr-Universität Bochum Arbeits- und Organisationswissenschaft, und schloss das Studium als Master of Organizational Management mit der Bestnote ab. Aktuell arbeitet er wissenschaftlich an der Andrassy Universität Budapest. Er ist Autor zahltreicher Fach- und Sachbücher und ist seit mehreren Jahren selbständiger Verleger.


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Product Details
  • ISBN-13: 9783640348978
  • Publisher: Grin Publishing
  • Publisher Imprint: Grin Publishing
  • Height: 216 mm
  • No of Pages: 40
  • Series Title: German
  • Weight: 41 gr
  • ISBN-10: 3640348974
  • Publisher Date: 19 Jun 2009
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 140 mm


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