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Werbepolitische Entscheidungen anhand des Prozessmodells der Werbeplanung am Beispiel der LAFOS Land und Forst Service GmbH

Werbepolitische Entscheidungen anhand des Prozessmodells der Werbeplanung am Beispiel der LAFOS Land und Forst Service GmbH

          
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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Hamburger Fern-Hochschule, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist die praxisbezogene Darstellung der Planung und der Gestaltung des Kommunikationsinstrumentes Werbung. Der Praxisbezug wird zu der Firma LAFOS Land und Forst Service GmbH (LAFOS GmbH) vollzogen. Die LAFOS GmbH ist ein Dienstleistungsunternehmen in verschiedenen Bereichen der Land- und Forstwirtschaft sowie dem Immobilienmanagement. Sie ist mit mehreren Geschäftsstellen bzw. Standorten in den fünf neuen Bundesländern vertreten. Zunächst werden die allgemeinen Grundlagen der Kommunikationspolitik und die möglichen Instrumente dargestellt. Daran anschließend wird das Kommunikationsinstrument Werbung theoretisch betrachtet, wobei auch psychologische Aspekte der Werbung berücksichtigt werden. Im Anschluss daran werden anhand des Prozessmodells der Werbeplanung werbepolitische Entscheidungen für die LAFOS GmbH erarbeitet. Nach einer Vorstellung der Firma findet eine Analyse der Ausgangssituation statt. Am Praxisbeispiel LAFOS GmbH wird dann die Transformation der Werbebotschaft bis hin zum Entwurf eines Flyers, wie er in der Praxis Verwendung finden kann, vollzogen. Mit der Werbewirkungskontrolle sollen Möglichkeiten verdeutlicht werden, ob und wie sich Investitionen in Werbung amortisieren. Im weiteren Verlauf soll untersucht werden, welchen Stellenwert Werbung in der LAFOS GmbH momentan besitzt und wie dieser in der Zukunft weiterentwickelt werden kann. Es soll aufgezeigt werden, welche Kommunikationsinstrumente in der Kommunikationspolitik der LAFOS GmbH integriert werden können und wie diese aufeinander abgestimmt sein sollen. In der Schlussbetrachtung soll bewertet werden, wie die Kommunikationspolitik und speziell das Kommunikationsinstrument Werbung in die Praxis umgesetzt werden kann.


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Product Details
  • ISBN-13: 9783638884860
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 68
  • Series Title: German
  • Weight: 100 gr
  • ISBN-10: 3638884864
  • Publisher Date: 06 Jan 2008
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm


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