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Integrierte Kommunikation. Möglichkeiten und Grenzen der Erfolgskontrolle: Am Beispiel der Cross Media

Integrierte Kommunikation. Möglichkeiten und Grenzen der Erfolgskontrolle: Am Beispiel der Cross Media

          
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About the Book

Diplomarbeit aus dem Jahr 2006 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,7, Fachhochschule Westküste Heide, Veranstaltung: Marketing, Sprache: Deutsch, Abstract: Seit den neunziger Jahren ist die Integrierte Kommunikation (IK) aus der Kommunikationspolitik der Unternehmen nicht mehr wegzudenken. Durch den Wandel vom Produktwettbewerb hin zum Kommunikationswettbewerb gilt es für die Unternehmen ihre Kommunikationsaktivitäten so effizient wie möglich zu betreiben. Gerade in Zeiten, in denen die Marketingbudgets gekürzt werden und die Produkte und Dienstleistungen nahezu austauschbar sind, muss die Kommunikation das Alleinstellungsmerkmal des beworbenen Produktes hervorheben. Hinzu kommt, das die Konsumenten einer solchen Informationsflut ausgesetzt sind, so dass nur wenige Informationen auch wirklich bei der gewählten Zielgruppe ankommen. Die IK soll die Probleme der Unternehmenskommunikation beheben, indem Wirkungssynergien erzeugt und die Kommunikationsinstrumente systematisch vernetzt werden. Dabei soll die größtmögliche Wirkung erzielt werden. Gleichzeitig steht das Marketing aber unter erhöhtem Wettbewerbsdruck und ist gezwungen Kosten zu reduzieren. Das Controlling überprüft die Etats und verlangt Einsparungen. Die IK bietet sich an, um Ziele wie Markenerinnerung oder Produktumsatz effizienter zu erreichen. Die Erkenntnis, dass nur mit Hilfe einer IK, die Möglichkeiten der Kommunikationsaktivitäten voll ausgeschöpft werden können, ist zwar vorhanden, es scheitert aber an der Planung, der Umsetzung und der Kontrolle. Eine weitere Schwierigkeit ist die Verwendung des Begriffes Integrierte Kommunikation auf Seiten aller am Kommunikationsprozess beteiligten Personen, angefangen vom Marketingleiter bis zum Agenturmitarbeiter. In Wissenschaft und Praxis gibt es verschiedene Inhalte, die der IK zugeordnet werden, daher gibt es noch keine eindeutige Definition. Ziel dieser Arbeit ist es zum einen den Begriff IK abzugrenzen, einzuordnen u


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Product Details
  • ISBN-13: 9783638730136
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 127 gr
  • ISBN-10: 3638730131
  • Publisher Date: 13 Aug 2007
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Sub Title: Am Beispiel der Cross Media
  • Width: 148 mm


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Integrierte Kommunikation. Möglichkeiten und Grenzen der Erfolgskontrolle: Am Beispiel der Cross Media
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