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Extremmarketing als neuer Ansatz in der Kommunikationspolitik - Einordnung, Anwendung und Potential

Extremmarketing als neuer Ansatz in der Kommunikationspolitik - Einordnung, Anwendung und Potential

          
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About the Book

Ein österreichischer Extremsportler springt aus einer Ballonkapsel in 39 km Höhe in Richtung Erde und durchbricht die Schallmauer mit einer Geschwindigkeit von rund 1.300 km/h. Der von Red Bull gesponserte Sprung sorgte 2012 weltweit für großes mediales Interesse und lockte Millionen Menschen live vor die Fernsehgeräte und auf YouTube. Der erzielte Werbewert ist schwer zu beziffern, übersteigt die geschätzten Kosten von 50 Millionen Euro jedoch um ein Vielfaches. Mit einer außergewöhnlichen und erlebnisorientierten Marketingstrategie hebt sich Red Bull als Marke deutlich von Wettbewerbern ab und bietet seiner Zielgruppe mehr als nur ein einfaches Konsumgut. Red Bull ist ein Vorreiter des Extremmarketings, mit dem das Unternehmen versucht, neuartige, außergewöhnliche und kreative Wege zu begehen, um sich Gehör bei seinen Zielgruppen zu verschaffen, aus der Masse herauszustechen und ein starkes Bewusstsein für die Marke zu entwickeln. Dieser Trend resultiert aus einem starken Wettbewerb am Markt mit steigendem Marken- und Produktangebot. Die zunehmende Werbedichte führt bei Konsumenten zu einem Schwund an Aufmerksamkeit, da die Wahrnehmungs- und Verarbeitungskapazität eines Menschen begrenzt ist. Unternehmen versuchen daher, ihre Marken gegenüber Wettbewerbern noch eindeutiger zu positionieren und noch auffälliger zu inszenieren. Dies führt zu einem massiv gesteigerten Kommunikationswettbewerb mit konkurrierenden Unternehmen. Als Reaktion auf die kommunikativen Herausforderungen haben sich in den vergangenen Jahren verschiedene erfolgreiche Marketingformen etabliert. Basierend auf dem Guerilla-Marketing stellt das Extremmarketing einen neuen Marketing- bzw. Kommunikationsansatz dar, der noch einen Schritt weiter geht als bisherige Ansätze. Zielsetzung: Der Begriff des Extremmarketings wurde bislang keiner kritischen und wissenschaftlichen Untersuchung unterzogen. Ziel der vorliegenden Bachelorarbeit ist die Beschreibung, Einordnung und Analyse des Extremmarketin


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Product Details
  • ISBN-13: 9783956367496
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 172 gr
  • ISBN-10: 3956367499
  • Publisher Date: 09 Jan 2015
  • Height: 210 mm
  • No of Pages: 124
  • Spine Width: 7 mm
  • Width: 148 mm


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Extremmarketing als neuer Ansatz in der Kommunikationspolitik - Einordnung, Anwendung und Potential
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