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Virales Marketing in der Automobilindustrie: Vorübergehender Trend oder nachhaltiges Kommunikationsinstrument?

Virales Marketing in der Automobilindustrie: Vorübergehender Trend oder nachhaltiges Kommunikationsinstrument?

          
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About the Book

Masterarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Universität Hohenheim, Sprache: Deutsch, Abstract: In der heutigen Informationsgesellschaft stößt die klassische Mediawerbung von Unternehmen zunehmend an ihre Grenzen, da Konsumenten durch die Masse an Werbebotschaften einer permanenten Informationsüberflutung ausgesetzt sind. Die zunehmende Werbereaktanz, bereits 1988 von Lazarus (1988, S.1) als "Marketing Immunity" bezeichnet, macht es Unternehmen zunehmend schwieriger ihre Werbebotschaften effektiv und vor allem effizient in den Köpfen der Konsumenten zu verankern. Es herrscht ein Kampf um den "Share of Mind" des Konsumenten, mit immer mehr Beteiligten und immer stumpfer werdenden Waffen. Dies verdeutlicht eine Studie, die bereits im Jahr 2005 von den Werbeagenturen BBDO Campaign Düsseldorf und Rheingold durchgeführt wurde. Laut dieser Studie wird ein Konsument täglich mit 3000 Werbebotschaften konfrontiert, davon werden lediglich 52 von dem Konsumenten überhaupt wahrgenommen (innovations-report, 2005). Konsumenten empfinden klassische Werbung (TV, Print, Radio etc.) als unglaubwürdig, störend und schenken ihr daher in den meisten Fällen keine Beachtung. Solche Werbung stellt für Unternehmen letztendlich nur einen Kostenfaktor dar, ohne sich positiv auf die Unternehmensziele auszuwirken (Langner, 2005, S. 14). Diese Entwicklung macht auch vor der Automobilindustrie keinen Halt. Einige spezifische Trends, die sich auf dem Automobilmarkt abzeichnen, verschärfen sogar die Problematik. Es findet eine zunehmende Individualisierung der Konsumenten statt, die sich in einer stärkeren Segmentierung des Marktes niederschlägt. Die Autobauer begegnen diesem Trend mit einer zunehmenden Produktproliferation um möglichst viele Nischen und Segmente besetzen zu können. Die steigende Anzahl von Marken und Modellen führt zu einer weiteren Aufblähung des Informationsgehalts und einer Überlastung des Konsumenten. Die Folge ist ei


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Product Details
  • ISBN-13: 9783656645788
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 113 gr
  • ISBN-10: 3656645787
  • Publisher Date: 08 May 2014
  • Height: 210 mm
  • No of Pages: 80
  • Series Title: German
  • Sub Title: Vorübergehender Trend oder nachhaltiges Kommunikationsinstrument?
  • Width: 148 mm


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