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Emotion - Ein Beeinflussungsziel?: Empirische Erkenntnisse zu emotionalen Anzeigen und eine Überprüfung ihrer Einstellungswirkung bei der Zielgruppe Studenten

Emotion - Ein Beeinflussungsziel?: Empirische Erkenntnisse zu emotionalen Anzeigen und eine Überprüfung ihrer Einstellungswirkung bei der Zielgruppe Studenten

          
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About the Book

Inhaltsangabe: Problemstellung: Die Bedingungen für die Marktkommunikation haben sich in den letzten Jahrzehnten erheblich geändert. Die Werbung musste sich in der wachsenden Informationsflut behaupten. Kroeber-Riel bezifferte schon 1988 die gesamtgesellschaftliche Informationsüberlastung in Deutschland mit 98%. Das bedeutet, dass nur ca. 2% der angebotenen Informationen ihre Empfänger erreicht haben. Die restlichen 98% landeten unbeachtet in dem Müll. Diese Informationsüberlastung vergrößerte sich und wächst auch heute von Jahr zu Jahr an, da neue Anbieter und neue Medien das Informationsangebot weiter erhöhen. Demgegenüber nimmt die Nachfrage von Informationen nur geringfügig zu, weil der Reizaufnahme von Seiten der Empfänger natürliche Restriktionen gesetzt sind. Neben der Problematik der Informationsüberlastung erreichen immer mehr Märkte die Sättigungsphase. Die Produkte sind ausgereift, die konkurrierenden Anbieter unterscheiden sich kaum voneinander und ihre Produkte werden somit austauschbar. Hierzu ist in erster Linie das Problem des nachlassenden Informationsinteresses gegenüber der Werbebotschaft zu nennen. Eine weitere Herausforderung stellt die beschränkte Glaubwürdigkeit der Werbung dar. Den Empfängern von Werbebotschaften sind die eigennützigen Ziele der werbetreibenden Unternehmen bekannt, was die Wirkung der Werbung zusätzlich beeinträchtigt. Die Marktkommunikation steht zudem mit ihren wachsenden Werbeinvestitionen unter einem ständigen Kosten- und Renditedruck und muss sich die Frage stellen, ob diese Investitionen den Rahmenbedingungen entsprechend richtig eingesetzt werden. Kroeber-Riel & Esch schlagen deshalb seit langem die Beeinflussungsziele „erzeuge Aktualität", „löse Emotion aus" und „vermittle Information" vor, um dieser Problematik ausreichend zu begegnen. Der Vermittlung von Emotionen wurde hierbei ein großes Augenmerk geschenkt. Ghazizadeh hat darüber hinaus durch einen Großversuch bewiesen, dass Emotionen Informationen „schlagen".


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Product Details
  • ISBN-13: 9783838694276
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 208 gr
  • ISBN-10: 3838694279
  • Publisher Date: 09 Mar 2006
  • Height: 210 mm
  • No of Pages: 152
  • Series Title: German
  • Sub Title: Empirische Erkenntnisse zu emotionalen Anzeigen und eine Überprüfung ihrer Einstellungswirkung bei der Zielgruppe Studenten
  • Width: 148 mm


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Emotion - Ein Beeinflussungsziel?: Empirische Erkenntnisse zu emotionalen Anzeigen und eine Überprüfung ihrer Einstellungswirkung bei der Zielgruppe Studenten
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