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Schockwerbung. Inwiefern ist sie ein werberelevantes Wirkungsprinzip zur Aktivierung von potenziellen Verbraucherkonsumenten?

Schockwerbung. Inwiefern ist sie ein werberelevantes Wirkungsprinzip zur Aktivierung von potenziellen Verbraucherkonsumenten?

          
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About the Book

Studienarbeit aus dem Jahr 2019 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, München früher Fachhochschule, Sprache: Deutsch, Abstract: Zu Beginn dieser Arbeit werden die Fragen der Definition und deren Bestandteile von Schockwerbung beantwortet. Mit diesen Erkenntnissen geht es darum zu klären, warum es Schockwerbung so überhaupt gibt und was die Ziele sind. Warum kann man nicht mit einer heilen Welt die Aufmerksamkeit auf sich ziehen? An einem Beispiel deutscher Sportartikelhersteller und der Marktsättigung werden die Ziele herausgearbeitet. Jeden Tag prasseln mehrere tausend Werbungen auf uns ein, egal ob in der Zeitung am Morgen, in Bus und Bahn, im Radio und TV. Überall werden wir verführt, Güter oder Dienstleistungen zu erwerben, unsere Meinungen zu ändern und unsere Aufmerksamkeit bewusst oder unbewusst auf die Werbung zu richten. Gut aussehende Frauen im TV versprechen uns mit einem strahlend weißen Lächeln, dass wir genauso gut aussehen, wenn wir Kleidung von einer bestimmten Marke erwerben. Gut gebaute Männer wollen uns an der U-Bahn-Station garantieren, wenn wir diesen Rasierer benutzen werden wir nicht nur gepflegt aussehen, sondern automatisch auch erfolgreich im Beruf sein. Ein Gruppenbild, mit Männern und Frauen im Anzug, erwecken in uns das Gefühl, die besten Anwälte der Stadt findet man genau dort und wenn der Fall eintritt, möchte ich genau diese Dienstleistung in Anspruch nehmen. Aber weiß man bei dieser Flut abends noch, welche Bekleidungsmarke, welcher Rasierer oder welche Dienstleister unser Leben so viel besser machen würde? Wie sollen wir als Verbraucherkonsumenten das alles im Kopf behalten? Und wie soll die Werbeindustrie dafür sorgen, dass die teuren, bis ins kleinste Detail geplanten Werbungen bei uns im Kopf bleiben? Wie kann ich da meinem Mitwettbewerber übertrumpfen und in einem rasanten Alltag die Leute für ein paar Sekunden gewinnen? Viel h


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Product Details
  • ISBN-13: 9783668974081
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 32
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 366897408X
  • Publisher Date: 13 Jun 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 54 gr


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Schockwerbung. Inwiefern ist sie ein werberelevantes Wirkungsprinzip zur Aktivierung von potenziellen Verbraucherkonsumenten?
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