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Storytelling in der Werbung. Das Erzählen von Geschichten als Marketinginstrument

Storytelling in der Werbung. Das Erzählen von Geschichten als Marketinginstrument

          
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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Universität Bremen, Sprache: Deutsch, Abstract: Kann Storytelling in der Werbung als wirksames Marketinginstrument eingesetzt werden? Wie sollte eine Geschichte gestaltet sein, um nachhaltig in Gedächtnis der Konsumenten zu bleiben? In der heutigen Zeit stehen Unternehmen vor der zunehmenden Herausforderung, die Aufmerksamkeit der Konsumenten für ihre Produkte zu erlangen. Durch die Sättigung von Märkten gleichen sich Produkte hinsichtlich ihrer Eigenschaften kontinuierlich an, wodurch eine Differenzierung erschwert wird. Mit der Durchführung von Werbemaßnahmen versuchen Unternehmen sich dennoch von Wettbewerben zu unterscheiden und die Aufmerksamkeit der Konsumenten zu erlangen. Zugleich werden Konsumenten im Alltag mit einer steigenden Anzahl von Werbebotschaften und Informationen konfrontiert, weshalb eine aufstrebende Skepsis und kritische Haltung gegenüber klassischer Werbung erkennbar ist, die mit einer vermehrten Abneigung und resistenten Haltung gegenüber herkömmlicher Werbeformen einhergeht. Als eine mögliche Alternative findet die Methodik des Storytellings in der Werbung in den letzten Jahren vermehrt eine praktische Anwendung. Dabei werden Marken oder Produkte in Geschichten integriert und Konsumenten auf einer emotionalen Ebene angesprochen. Untersuchungen konnten bereits nachweisen, dass Geschichten emotionale Reaktionen hervorrufen können, eine starke Wirkung auf das Gedächtnis erzielen und deren Inhalte effektiver aufgenommen und verarbeitet werden. Anhand eines experimentellen Forschungsdesigns wird in dieser Arbeit die Wirkung von Storytelling in der Werbung untersucht.


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Product Details
  • ISBN-13: 9783668649064
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 92
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3668649065
  • Publisher Date: 03 Mar 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 131 gr


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