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Verwendung olfaktorischer Reize in der Werbung

Verwendung olfaktorischer Reize in der Werbung

          
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About the Book

Diplomarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Universität Bayreuth, Sprache: Deutsch, Abstract: In den letzten 50 Jahren haben sich die Märkte von ehemals Angebots- zu Verbrauchermärkten entwickelt. Mittlerweile herrscht ein signifikantes Überangebot von Waren und Dienstleistungen, d.h. das potenzielle Marktvolumen gilt als ausgeschöpft. Im Jahr 2009 verzeichnete das Deutsche Patent- und Markenamt 69.069 neue Markeneinträge. Somit sind allein in Deutschland insgesamt 778.008 Marken in das Markenregister eingetragen. Der Konsument sieht sich aufgrund der Angebotsvielfalt einer stetig wachsenden Kommunikationsflut durch u.a. Werbeanzeigen, E-Mails und Werbespots ausgesetzt. Damit Unternehmen dennoch erfolgreich am Markt bestehen und sich von der Konkurrenz abgrenzen können, ergibt sich die Notwendigkeit, alle Unternehmensaktivitäten sowie insbesondere die kommunikationspolitischen Maßnahmen am Absatzmarkt auszurichten. Daraus resultiert die Fragestellung, durch welche Techniken aus dem Bereich des Marketings die eigenen Werbemaßnahmen gegenüber denen der Konkurrenz abgegrenzt und hervorgehoben werden können. Eine mögliche Antwort könnte im Bereich des Erlebnismarketings gefunden werden. Erlebnismarketing wird als die Schaffung multisensualer Konsumerlebnisse betrachtet. Unter multisensual sind die Sinnesmodalitäten Hören, Riechen, Sehen, Tasten und Schmecken zu verstehen. Schließlich kauft ein Konsument "Marken, die Erlebnisse und Gefühle vermitteln und weniger Produkte mit funktionalen Eigenschaften". KOTLER hebt in diesem Zusammenhang hervor: "The combination of visual and audio stimuli delivers a 2 + 2 = 5 impact. It pays even more to trigger other sensory channels - taste, touch, smell to enhance the total impact." Im Rahmen einer Studie von BROWN/ LINDSTROM wurden Konsumenten nach der Wichtigkeit der fünf Sinne für die Bewertung von Kaufentscheidungen befragt. Die visuelle Si


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Product Details
  • ISBN-13: 9783656576563
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3656576564
  • Publisher Date: 08 Feb 2014
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Weight: 149 gr


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Verwendung olfaktorischer Reize in der Werbung
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