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(K)Eine Frage des Geschmacks: Wirkung von vergleichender Werbung

(K)Eine Frage des Geschmacks: Wirkung von vergleichender Werbung

          
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About the Book

Inhaltsangabe: Einleitung: Vergleichende Werbung ist für Agenturen und werbetreibende Unternehmen immer noch ein heikles Thema. Sie wissen oft nicht, wie die gesetzlichen Rahmenbedingungen sind und ob vergleichende Werbung für ihr Produkt von Vorteil ist oder nicht. Viele Werbetreibende scheuen den Vergleich mit Konkurrenten aus Angst vor Unterlassungsklagen und daraus resultierenden möglichen Imageverlusten bei den Verbrauchern. Ziel ist es, aufzuzeigen, dass vergleichende Werbung unter Beachtung der relevanten Einflussfaktoren wirksam sein kann und die Risiken vertretbar bleiben. Um den Nutzen und die Wirkung von vergleichender Werbung analysieren zu können, werden in der Diplomarbeit zunächst die rechtlichen Grundlagen sowie die psychologischen Wirkungsmodelle erläutert. Der Abschnitt über die rechtlichen Grundlagen gibt einen Überblick über die Entwicklung des UWG und die 1997 in Kraft getretene relevante EU-Richtlinie. Es werden die Grenzen der Zulässigkeit und Interpretationsmöglichkeiten vergleichender Werbung dargestellt, aber auch Möglichkeiten und Hindernisse aufgezeigt. Der zweite Themenblock behandelt die psychologischen Wirkungsmodelle und stellt die Verknüpfung von Wahrnehmung, Konditionierung (Lernen) und Wiedererkennen da. Um Werbung aufmerksamkeitsstark präsentieren zu können, braucht man psychologische Gestaltungsgrundsätze und muss wissen, wie der Mensch die Informationen im Gedächtnis aufnimmt und verarbeitet (Darstellung der Speichermodelle). Nur so kann Werbung vom Konsumenten wieder erkannt werden, ist sozusagen gelernt worden und damit Erfolg versprechend. Die Verbindung der rechtlichen Grundlagen mit den psychologischen Wirkungsmodellen bildet die Basis für den letzten Teil der Diplomarbeit. Hier werden ausgesuchte Printanzeigen, TV- und Radio-Spots auf ihre rechtliche Zulässigkeit und auch die psychologisch Wirkungsweise analysiert. Im Fokus stehen die vergleichenden Kommunikationsmaßnahmen von Burger King mit seinem Hauptkonkurrenten M


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Product Details
  • ISBN-13: 9783838674094
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 104 gr
  • ISBN-10: 383867409X
  • Publisher Date: 09 Nov 2003
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Sub Title: Wirkung von vergleichender Werbung
  • Width: 148 mm


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(K)Eine Frage des Geschmacks: Wirkung von vergleichender Werbung
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