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Status Quo Der Werbewirkungsforschung Im Zeitalter Des Informationsoverflows Der Konsumenten

Status Quo Der Werbewirkungsforschung Im Zeitalter Des Informationsoverflows Der Konsumenten

          
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About the Book

Diplomarbeit aus dem Jahr 2007 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,7, Fachhochschule Gießen-Friedberg; Standort Gießen, 44 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Die Anzahl der Veröffentlichungen über die Wirkung von Werbung ist kaum überschaubar. Das große Interesse an der Frage, ob und wie die Werbung auf den Konsumenten wirkt, ist angesichts der rund 30 Milliarden Euro, die Unternehmen jedes Jahr in Deutschland in Werbung investieren, wenig erstaunlich. Der berühmte Satz des amerikanischen Warenhausunternehmers John Wanamaker "Ich weiß, dass die Hälfte meiner Werbeausgaben herausgeschmissenes Geld ist - ich weiß nur nicht welche Hälfte," charakterisiert nicht nur die Situation seiner Zeit. Auch heute, nach über 50 Jahren, kann die Frage, welchen Erfolg die getätigten Werbeinvestitionen bringen und was erfolgreiche Werbung ausmacht, nicht ganzheitlich und zufrieden stellend beantwortet werden. In keinem anderen Unternehmensbereich herrscht bei vergleichbarer Investitionshöhe so große Ungewissheit über deren Erfolg. Dabei wird es für die Werbetreibenden angesichts der knapper werdenden Budgets immer wichtiger, die Investitionen effektiv einzusetzen. Erfolgreiches Werben setzt Kenntnisse der Werbewirkung voraus. Dabei stehen Fragen nach den Wirkungsmechanismen sowie der Messbarkeit von Werbewirkung im Vordergrund. Werbung gilt als eine Investition in den Wert einer Marke und will neben der Absatzsteigerung vor allem die psychologischen Prozesse im Inneren des Konsumenten beeinflussen. Werbung wirkt zunächst direkt auf die psychologischen Prozesse und erst danach indirekt auf das eigentliche Kaufverhalten. Die psychologischen Werbewirkungen stehen meist im Mittelpunkt der Forschung, da die ökonomischen Wirkungen durch zahlreiche Faktoren beeinflusst werden, was eine Zuordnung des Wirkungszusammenhangs zur Werbung erschwert. Nahezu jedes Werbewirkungsmodell geht von der


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Product Details
  • ISBN-13: 9783638931298
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3638931293
  • Publisher Date: 11 Apr 2008
  • Height: 210 mm
  • No of Pages: 100
  • Series Title: German
  • Weight: 140 gr


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Status Quo Der Werbewirkungsforschung Im Zeitalter Des Informationsoverflows Der Konsumenten
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