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Guerilla Marketing. Alternative zu klassischen Kommunikationsinstrumenten: Inklusive aktueller Expertenbefragung (2008)

Guerilla Marketing. Alternative zu klassischen Kommunikationsinstrumenten: Inklusive aktueller Expertenbefragung (2008)

          
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About the Book

Studienarbeit aus dem Jahr 2009 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1, Europäische Wirtschafts- und Sprachenakademie Dresden, Sprache: Deutsch, Abstract: Unternehmen, vor allem kleine und mittelständige Unternehmen (KMU), haben es im Werbedschungel der heutigen Zeit schwer, mit klassischer Werbung Aufmerksamkeit zu erregen. Der potentielle Kunde wird in jedem Medium, sei es der Fernseher oder das Radio, mit viel zu vielen Werbeaktionen konfrontiert. Da ist es nur logisch, dass durch diese Reizüberflutung etwa 90 % der kommunizierten Botschaften in klassischer Werbung nicht mehr wahrgenommen werden. Somit ist es für die Unternehmen heute nicht lohnenswert, Geld in Werbekampagnen zu stecken. Denn der Kunde nimmt diese kaum mehr wahr, wenn die Kampagnen nicht individuell und zielgerichtet gestaltet sind. Vor diesem Hintergrund wenden sich Unternehmen alternativen Werbeformen zu, bei denen es mit wenig Geld möglich ist, viel Aufmerksamkeit zu wecken. Eine dieser Formen bezeichnet man als Guerilla Marketing. Diese Facharbeit beschäftigt sich mit der Frage, ob Guerilla Marketing eine echte Alternative zu klassischen Kommunikationsmaßnahmen darstellt. Im zweiten Punkt werden die Probleme in der klassischen Werbung näher behandelt und Lösungsvorschläge genannt. Das nachfolgende Kapitel geht auf die Abstammung der Bezeichnung Guerilla Marketing ein und beschäftigt sich mit den Wurzeln des Begriffes. Im Kapitel vier behandeln die Autoren die Grundlagen des Guerilla Marketings und gehen dabei vor allem auf die Einsatzgründe und die einzelnen Waffen ein. Im nächsten Abschnitt wird die alternative Kommunikationsform näher betrachtet, wobei die Einbettung in die klassische Werbekampagne und die Möglichkeiten der Werbeerfolgskontrolle im Vordergrund der Bearbeitung stehen. Nachdem die Autoren in Kapitel sechs den Einsatz von Guerilla Marketing anhand der SWOT-Analyse betrachten, beschäftigt sich der nachfolgende A


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Product Details
  • ISBN-13: 9783640381500
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 86 gr
  • ISBN-10: 3640381505
  • Publisher Date: 25 Jul 2009
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Sub Title: Inklusive aktueller Expertenbefragung (2008)
  • Width: 148 mm


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