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Werbeauftritte von Reiseveranstaltern im Vergleich

Werbeauftritte von Reiseveranstaltern im Vergleich

          
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About the Book

Diplomarbeit aus dem Jahr 2005 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Fachhochschule Worms, Sprache: Deutsch, Abstract: Werbung ist seit Menschengedenken ein Bestandteil des öffentlichen Lebens. Bereits im alten Babylon verwendeten die Händler Tafeln, auf denen sie in Keilschrift alle angebotenen Waren aufführten. Diese stellten sie unmittelbar vor dem Verkaufsort auf. In Pompeji meißelten vor 2000 Jahren Bäcker und Wirte ihre Angebote auf Wände und Mauern. Eine andere Form der Werbung praktizierten im Mittelalter die so genannten "Stadtschreier", die von Händlern engagiert waren und mittels ihrer Stimme mit Ausrufen für ihre Güter warben. Mit der Erfindung der beweglichen Buchdrucklettern von Johannes Gutenberg wurde schließlich das Printmedium verfügbar, mit dem es der Werbung erstmals möglich war, eine große Anzahl von potentiellen Interessenten relativ problemlos zu erreichen. Aber mit der fortschreitenden Entwicklung der Massenkommunikation veränderten sich auch die Rahmenbedingungen, denen die Werbung unterworfen war. Beschränkten sich die Unternehmen unmittelbar nach dem Zweiten Weltkrieg vorwiegend darauf, mit den objektiven Eigenschaften ihrer Produkte zu werben, so traten diese Eigenschaften aufgrund der zunehmenden Marktsättigung sowie der qualitativen Annäherung der konkurrierenden Produkte untereinander immer stärker in den Hintergrund der Nachfragerinteressen. Als unmittelbare Folge dieser in den letzten 50 Jahren zunehmenden Entwicklung - und zusätzlich angetrieben durch eine wachsende Informationsüberflutung der Gesellschaft - nahm die Zahl der sachlichen Informationen über Produkte und Marken in der Werbung stetig ab. Parallel dazu fand ein sukzessiver Individualisierungsprozess in der Bevölkerung statt, welchem die Unternehmen mit immer neuen Produktdifferenzierungen und zielgruppenspezifischen Werbeansprachen entgegenkamen. Diesen wirtschaftlichen und gesellschaftlichen Entwicklungen und Veränderungen haben si


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Product Details
  • ISBN-13: 9783668152410
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3668152411
  • Publisher Date: 16 Mar 2016
  • Height: 210 mm
  • No of Pages: 154
  • Series Title: German
  • Weight: 213 gr


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