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Werbewirkung des Schaufensters am Point of Sale Apotheke

Werbewirkung des Schaufensters am Point of Sale Apotheke

          
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About the Book

Magisterarbeit aus dem Jahr 2015 im Fachbereich Medien / Kommunikation - Journalismus, Publizistik, Note: 1,0, Universität Wien (Publizistik und Kommunikationswissenschaften), Sprache: Deutsch, Abstract: Diese Arbeit beforscht die Werbewirkung von Apothekenschaufenstern aus verschiedenen Blickwinkeln. Das verkaufsfördernde Potenzial von Auslagen anderer Industriezweige, wie z.B Kleidung/Lebensmittel, wird intensiv genutzt. Die Wirkung einer Werbestrategie für den Touchpoint "Apothekenaußenwerbung" wird aber im Pharmabereich vernachlässigt. Das Forschungsinteresse bezieht sich auf Impulskäufe in der Apotheke und hinterfragt ob durch gezielte Produktplatzierung der Umsatz gesteigert werden kann. Der Impact von Außenwerbung auf die Imagebildung wurde in der Empirie überprüft und komm.wiss. Theorien wie der "dynamisch-transaktionale Ansatz" und die Theorie der kognitiven Dissonanz im Forschungsdesign eingearbeitet. Die Empirie besteht aus einem Methodenmix aus quantifizierbaren Fragebögen und qualitativen Experteninterviews mit Stakeholdern. Die Ergebnisse weisen ein niedriges Aktivierungspotenzial der Apo-schaufenster auf, spannend ist aber das verkaufsfördernde Zusammenspiel zwischen Beratung in der Apotheke und der Auslage. Außenwerbung kann den Impuls zusätzlicher Produktkäufe erwirken, führt alleine aber nicht zum Betreten des Point of Sale. Sie benötigt die Beratung der Apotheker zwingend, um umsatzsteigernd zu wirken. Die suggestive Beratung hingegen führt alleine zu erhöhtem Absatz. Angenommenen Zielgruppen (Senioren u. Mütter) wurden falsifiziert. Kunden müssen klar indikationsbezogen angesprochen und können nicht durch soziodemographische Merkmale ermittelt werden.
About the Author: Curriculum Vitae Coco Barbara Sandtner Persönliche Angaben Geburtsdatum06. April 1989 GeburtsortWien Telefon+436763738857 Emailcoco.sandtner@gmail.com Ausbildung 09/2014- laufend Studium Umwelt und Bioressourcenmanagement, Boku Wien 09/2013- laufendStudium Pharmazie, Universität Wien 08/2012- 10/2015 Studium Master Publizistik und Kommunikationswissenschaften 05/11/2012Abschluss Bakk. Phil, Universität Wien 09/2011- 01/2012Auslandssemester Erasmus, Paris Kommunikationswissenschaften 09/2009- 11/2012Studium Publizistik und Kommunikationswissenschaften, Universität Wien 01/2009- 08/2009Master Business English Diplome; Miami Beach 09/2007- 09/2008Humanmedizin, Medizinische Universität Wien 06/2007 Matura, Sacré-Coeur Wien, Rennweg 31 Extracurriculare Aktivitäten & Praktika 01/2015- 03/2015Praktikum Pharmafirma Krewel Meuselbach GmbH, International Business Development, Köln 09/2014 Praktikum Österreichische Apothekerkammer; Wien 07/2014- 08/2014"Nature Keepers Challenge" - Umweltprojekt, Costa Rica, San José 04/2013- 10/2015 Vorsitzteam Studienvertretung Pharmazie Uni Wien, Organisation- Seminare, Kongresse 10/2013- 07/2014AIESEC Teamleader ICX GCDP und Team OGX 04/2012- 09/2012Ärzte ohne Grenzen, ehrenamtliche Tätigkeit, Abteilung Kommunikation (Wien) 03/2011-08/2011 Medienagentur Hintermayer Media 07/2010-08/2010Journalismus und Fotografie, VCD Nepal; Kathmandu 09/2009 Chirurgie, staatliches Spital Phnom Penh; Kambodscha 07/2007 Psychopathologie, Dr. med Dr. phil Pfersmann; Wien 08/2006Praktikum Bank Austria Creditanstalt; Wien Sprachen: DeutschMuttersprache EnglischC2 FranzösischB2 ItalienischA1 SpanischA1 Weiterbildungen: 05/2015 Yogalehrer Zertifizierung nach PBE 10/2014Permakultur-Akademie im Alpenraum, Salzburg 05/2013EPSA Training; Frankfurt, European Pharmaceutical Student Asscociation 06/2012EBC*L Wirtschaftsführerschein 09/2010NLP Practitioner, NLP Akademie Wien 09/2007Internationaler Führerschein


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Product Details
  • ISBN-13: 9783668063938
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 12 mm
  • Width: 148 mm
  • ISBN-10: 3668063931
  • Publisher Date: 11 Nov 2015
  • Height: 210 mm
  • No of Pages: 208
  • Series Title: German
  • Weight: 276 gr


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