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gezielte Einsatz von Event-Marketing als Instrument der Kommunikationspolitik

gezielte Einsatz von Event-Marketing als Instrument der Kommunikationspolitik

          
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About the Book

Zwischenprüfungsarbeit aus dem Jahr 2008 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,3, Fachhochschule des Mittelstands (Fachbereich Medienwirtschaft), Sprache: Deutsch, Abstract: Die Kommunikationspolitik im Marketing-Mix hat sich in den letzten Jahren aufgrund der Veränderungen von Marktstrukturen und Wettbewerbsbedingungen immer weiter entwickelt. Im Fokus der Kommunikationspolitik lag lange Zeit der Produktwettbewerb. Die Unternehmen setzten dabei vor allem darauf, den Rezipienten durch Produktinnovationen zu überzeugen und sich vom Wettbewerb abzuheben. Doch vor allem im Bereich der Konsumgüter scheinen die Grenzen des Produktwettbewerbs erreicht zu sein und begründen so den Wandel vom Produkt- zum Kommunikationswettbewerb. Seit 2000 spricht man von der sogenannten "Phase der Dialogkommunikation". Durch die neuen Medien rückt eine zweiseitige Kommunikation immer mehr in den Vordergrund und erweiterte die Kommunikationsmöglichkeiten erheblich. Dadurch ergibt sich eine höhere Anspruchshaltung des Rezipienten, er erwartet nicht nur den Grundnutzen eines Produktes, sondern viel mehr den Erlebnisnutzen. Anders als bei der klassischen Werbung, bei der der Rezipient die Werbebotschaft und das Produkt nur passiv aufnimmt, soll der Rezipient im Event-Marketing live erleben. Die Teilnehmer einer Veranstaltung werden aktiv eingebunden und erleben das Produkt und das Unternehmen "zum Anfassen". Schon anhand der häufigen Verwendung der Begriffe Event oder Event-Marketing lässt sich erkennen, dass unter diesem Thema weit mehr zu verstehen ist, als nur eine Geburtstagsfeier im Restaurant und dieses längst nicht mehr nur ein Mittel der großen Konzerne ist. Aber was genau ist ein Event und was ist Event-Marketing? Welche Rolle spielt es im Kommunikationsprozess? Events werden häufig und in jeder Branche veranstaltet, dabei kommt es jedoch vor allem auf die richtige Planung, integriert in den Kommunikations- und Marketing-M


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Product Details
  • ISBN-13: 9783640213078
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3640213076
  • Publisher Date: 18 Nov 2008
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Weight: 122 gr


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gezielte Einsatz von Event-Marketing als Instrument der Kommunikationspolitik
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