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Testimonials in der Werbung

Testimonials in der Werbung

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Sprache: Deutsch, Abstract: "Testimonials", ist meine Antwort auf die Frage meiner Mitmenschen, wenn sie wissen wollen, mit welchem Thema sich denn meine Hausarbeit befasst. "Was ist das denn?" oder "Hab ich schon mal gehört, was war das noch mal?", waren die häufigsten Reaktionen. Ob man es glaubt oder nicht, die meisten konnten mit dem Begriff Testimonial so gut wie nichts verbinden. Obwohl wir heute alle vom Einsatz der Testimonials in der Werbung fast schon überstrapaziert sind. Genau aus diesem Grund ist es für werbende Unternehmen von größter Bedeutung die Werbeobjekte so überzeugend und auffällig wie nur möglich zu gestalten, um sich einen Wettbewerbsvorteil gegenüber anderen zu verschaffen. Was ist dafür besser geeignet, als der Einsatz von Testimonials, die als "Zeugen" über das Produkt mit ihren persönlichen und positiven Erfahrungen berichten und versuchen, dadurch der Werbung eine gewisse Glaubwürdigkeit zu verleihen. Das "passende" Testimonial zu finden, ist dabei die Herausforderung des Werbenden, denn nicht jedes Leitbild eignet sich grundsätzlich für Testimonialwerbung bzw. eignet sich nicht jedes Leitbild für jede Marke. Das "erwählte" Testimonial muss glaubwürdig für die Marke einstehen und sollte möglichst gut zu ihr passen. Doch ist der Einsatz von Leitbildern in der Werbung überhaupt sinnvoll? Warum werden Testimonials von den Werbetreibenden überhaupt eingesetzt? Und was erhoffen sich die Werbetreibenden überhaupt davon? Mit diesen Themen setzt sich diese Arbeit kritisch auseinander. Im ersten Abschnitt werden die Begrifflichkeiten, die für dieses Thema notwendig sind, definiert und näher erläutert. Im nächsten Schritt betrachten wir die Ziele und Funktionen der Testimonialwerbung mit ihren Darstellungsformen. Im nächsten Abschnitt befasst sich diese Hausarbeit mit der kritischen Betrachtung der Risiken, die sich in der Werbung mit Leitbildern


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Product Details
  • ISBN-13: 9783640788828
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3640788826
  • Publisher Date: 04 Jan 2011
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 100 gr


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