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Viral ist das neue Marketing. Analyse der "Supergeil"-Kampagne

Viral ist das neue Marketing. Analyse der "Supergeil"-Kampagne

          
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About the Book

Studienarbeit aus dem Jahr 2015 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Martin-Luther-Universität Halle-Wittenberg (Halesma), Veranstaltung: PR-Seminar, Sprache: Deutsch, Abstract: Werbung ist heute im Alltag überall zu sehen und omnipräsent. Beim Lesen der Zeitung, im Radio, beim Surfen im Internet, beim Fernsehen oder auch einfach nur, wenn man durch die Stadt läuft. Werbebotschaften sind für Kunden selbstverständlich geworden, an den meisten läuft man aber einfach vorbei. Pro Tag wird jede Person 2500 bis 5000 Werbebotschaften ausgesetzt. Diese Masse an Einflüssen ist nicht wahrnehmbar, geschweige denn verarbeitbar. Als Ausweichstrategie wenden viele "aktives Vermeiden" von Werbung an: sie zappen während Werbeblöcken im Fernsehen weiter, wechseln im Radio den Sender oder stellen ihr Medium für die Dauer des Werbeblocks auf lautlos. Das Internet hat diese Überforderung noch verstärkt. Online gibt es deutlich mehr Werbung und auch hier wehren sich Nutzer gegen die Werbeflut. Für User ist in der Zeit des "information overload" das Filtern von Botschaften besonders wichtig. Für Werbetreibende stellt sich somit die große Herausforderung, die begrenzte Aufmerksamkeit der User trotz aller Werbekonkurrenz zu gewinnen. Viele Nutzer vertrauen aber mittlerweile eher ihren Freunden und Bekannten als klassischer Werbung. Durch die mangelnde Perzeptionsbereitschaft der Nutzer und sinkende Werbebudgets sehen sich Werbemacher gezwungen, neue Wege zu beschreiten. Dadurch ist das Virale Marketing entstanden. Empfehlungen von Usern haben einen Lauffeuercharakter und können Botschaften extrem schnell verbreiten. Dadurch entsteht der sogenannte Schneeballeffekt, der eine grenzüberschreitende Streuung von Werbung ermöglicht. Die Reichweite hängt dabei nicht vom Budget, sondern vielmehr von der Kreativität der Werbemacher ab. Virales Marketing kann ein effizientes und kostengünstiges Instrument sein, birgt aber auch d


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Product Details
  • ISBN-13: 9783668027855
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668027854
  • Publisher Date: 11 Aug 2015
  • Height: 210 mm
  • No of Pages: 24
  • Series Title: German
  • Weight: 45 gr


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