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Involvement und Werbung. Wie beeinflusst das Involvement die Werbeeffektivität?

Involvement und Werbung. Wie beeinflusst das Involvement die Werbeeffektivität?

          
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About the Book

Bachelorarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Universität zu Köln (Department of Retailing and Customer Management), Veranstaltung: Channel Management, Sprache: Deutsch, Abstract: Auf Basis von Studien und Experimenten von Forschern, die sich mit Involvement beschäftigt haben, bietet diese Arbeit eine Zusammenfassung der Gesamtheit an Faktoren des Involvements. Zudem wird der Zusammenhang zwischen Involvement und Werbeeffektivität untersucht. Dabei erfolgt die Betrachtung des Involvements zweiseitig. Zum einen beeinflussen Marktbedingungen und Produktart das Involvement eines Konsumenten. Zum anderen ist es möglich, Werbeinstrumente wie Werbeinhalt, Medium und formale Gestaltung der Werbung zu variieren und den Konsumenten mit hohem oder geringem Involvement anzusprechen. Aufgrund der wachsenden Konkurrenz zwischen Unternehmen und den dadurch entstehenden Konsequenzen wie Überangebot und Intransparenz auf dem Markt ist Werbung zu einem wichtigen Differenzierungsmittel für Unternehmen geworden. Jeder Konsument ist täglich 100 bis über 1.000 Werbungen ausgesetzt. Da aber jeder Mensch seine täglichen Verpflichtungen zu erfüllen hat, kann er nur einen Bruchteil der Vielzahl von Werbungen verarbeiten. Folglich ist es schwierig zu messen, welche Werbung der Konsument aufnimmt und ob diese Werbung im Idealfall zu einem Kauf führt. Der Zentralverband der deutschen Werbewirtschaft e. V. hat für 2012 einen leichten Rückgang der Werbeausgaben deutscher Unternehmen beobachten können. Die Unsicherheit bezüglich der Werbeeffektivität treibt Unternehmen zu einem ständigen Kostendenken. Sie neigen dazu, die Werbeausgaben ihrem aktuellen Unternehmenserfolg anzupassen, entscheiden sich schnell für Kürzungen der Werbeausgaben und vernachlässigen somit die Markenpflege und den Kundenkontakt. In diesem Zusammenhang stellt sich die Frage nach der Wirkungsweise und Effektivität von Werbung. John Wanamaker beschreibt das Problem


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Product Details
  • ISBN-13: 9783668819696
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 44
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3668819696
  • Publisher Date: 14 Oct 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 68 gr


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