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Pull-Kommunikation: Möglichkeiten und Bedeutung für die moderne Markenführung

Pull-Kommunikation: Möglichkeiten und Bedeutung für die moderne Markenführung

          
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About the Book

Inhaltsangabe: Einleitung: Das moderne Marketing von Markenprodukten steht gegenwärtig in einem schwierigen Umfeld. Markenprodukte müssen sich nicht nur von einander abgrenzen, sie sind auch dem wachsenden Druck der billigen Handelsmarken ausgesetzt. Aufgrund der schwindenden Differenzierbarkeit anhand objektiver physischer Produktvorteile in den meisten Branchen gewinnt die Markenkommunikation zur Schaffung von Wettbewerbsvorteilen innerhalb des Marketing-Mixes eine zentrale Bedeutung. Emotionale Imagefaktoren sind durch Kommunikation, insbesondere durch die klassische Werbung, aufzubauen, indem die Marke mit klar definierten emotionalen Faktoren kontinuierlich aufgeladen wird. Aufgrund der anhaltenden Konjunkturschwäche in Deutschland stehen die Marketing-Budgets auf dem Prüfstand und werden drastisch gekürzt. Für alle Marketinginstrumente wird die Frage der Effizienz zum entscheidenden Faktor. Die klassische Werbung als Kerninstrument der Kommunikationspolitik erfüllt ihre Aufgaben allerdings nicht mehr effizient. Der hohe Kommunikationsdruck und die geringe Aufmerksamkeit (Low Involvement) der Werberezipienten zwingen zu einer Konzentration auf Kernbotschaften (Integrierte Kommunikation), so dass eine emotionale Positionierung alleine über die Massenmedien nur schwer umzusetzen ist. Zudem haben Unternehmen in der Vergangenheit versucht der mangelnden Aufnahmebereitschaft und der Informationsüberlastung zu begegnen, indem sie noch mehr Werbung in die Öffentlichkeit drückten (Push-Werbung). Wachsende Werbeausgaben stehen also sinkender Wirkung gegenüber. In Abgrenzung zu der Push-Werbung stellt diese Arbeit die Idee der Pull-Kommunikation vor und zeigt auf, wie diese die Kommunikation aus dem „Effizienzdesaster" führen soll. Der Kerngedanke der Pull-Kommunikation sieht vor, dass Konsumenten von sich aus - bereitwillig und aus eigenem Antrieb - die Markenkommunikation aufsuchen, so dass die Werbebotschaften auf „fruchtbaren", weil aufnahmebereitem Boden treffen


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Product Details
  • ISBN-13: 9783838672151
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 159 gr
  • ISBN-10: 3838672151
  • Publisher Date: 18 Sep 2003
  • Height: 210 mm
  • No of Pages: 112
  • Series Title: German
  • Sub Title: Möglichkeiten und Bedeutung für die moderne Markenführung
  • Width: 148 mm


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Pull-Kommunikation: Möglichkeiten und Bedeutung für die moderne Markenführung
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