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Untersuchung der Bedeutung des Acoustic bzw. Sound Marketing

Untersuchung der Bedeutung des Acoustic bzw. Sound Marketing

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, AKAD University, ehem. AKAD Fachhochschule Stuttgart, Sprache: Deutsch, Abstract: Ziel der vorliegenden Arbeit ist die Untersuchung der Bedeutung des Acoustic Marketings. Im Vorfeld erfolgt zunächst die Erarbeitung der theoretischen Grundlagen, insbesondere der relevanten Begrifflichkeiten. Darauffolgend werde ich die historische Entwicklung des Acoustic Marketings näher beleuchten, um im Anschluss die Ziele und Instrumente des Acoustic Marketings zu erforschen. Der Zielstellung dieser Arbeit widme ich mich im letzten Kapitel des Assignments, bevor ich meine Ergebnisse schließlich zusammenfasse. Aufgrund des enormen Zuwachses von Marken und Produkten auf der Angebotsseite, stehen Unternehmer vor der Herausforderung, sich von dem intensiven Wettbewerb zu differenzieren. Allein über Qualität und Produkteigenschaften ist dies kaum noch möglich. Eine immer größere Rolle spielen daher emotionale und erlebnisorientierte Faktoren. Stimmungen, Gefühle und Erinnerungen können bei den Konsumenten bestmöglich aktiviert werden, wenn die Vermittlung der Markenwerte über möglichst viele Sinne erfolgt. Der akustische Wahrnehmungskanal ist besonders effizient, da Menschen eine sehr hohe Affinität für emotionales und assoziatives Involvement gegenüber Musiken und Klängen aufweisen. Acoustic Branding hat folglich in den letzten Jahrzehnten stark an Bedeutung gewonnen. Jingles wie "Waschmaschinen leben länger mit Calgon" oder "Merci, dass es dich gibt" haben sich als "Ohrwürmer" in unseren Köpfen verankert.


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Product Details
  • ISBN-13: 9783668318144
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 254 mm
  • No of Pages: 20
  • Series Title: German
  • Weight: 54 gr
  • ISBN-10: 366831814X
  • Publisher Date: 18 Oct 2016
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Width: 178 mm


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