Virales Marketing Und Ambient Media F R Die Zielgruppe 50plus
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Virales Marketing Und Ambient Media F R Die Zielgruppe 50plus
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Author : Nina Bach
language : de
Publisher: diplom.de
Release Date : 2012-07-27
Virales Marketing Und Ambient Media F R Die Zielgruppe 50plus written by Nina Bach and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-07-27 with Business & Economics categories.
Inhaltsangabe:Einleitung: 1.1., Aktueller Bezug: Seit Jahren erfreuen sich alternative Werbeformen einer steigenden Beliebtheit. Wie die Marktforschungsstudie zur Nutzung alternativer Werbeformen im Internet der GfK aus dem Jahr 2009 zeigt, haben sich vor allem virale Konzepte bei Werbetreibenden weiter etabliert. Bei der von der Agentur webguerillas GmbH beauftragten Studie wurden 233 Marketingentscheidungsträger aus deutschen Unternehmen befragt. Die Untersuchung zeigt einen Anstieg in der Nutzung viraler Konzepte von 15,0% im Jahr 2003 auf 38,1% im Jahr 2009. Auch das Ambient Marketing zeigt eine positive Entwicklung auf. Seit dem Jahr 2003 hat sich der Einsatz von 17,3% auf 28,3% im Jahr 2009 erhöht. Grund für diesen Anstieg ist unter anderem die Informationsüberflutung, welcher Verbraucher tagtäglich ausgesetzt sind. Klassische Werbung, z. B. im Fernsehen, im Radio oder in Printmedien, wird häufig als störend und negativ empfunden. Unkonventionelle Werbemaßnahmen versuchen dem entgegenzuwirken, bspw. durch einen hohen Unterhaltungswert. Alternative Werbung verfolgt häufig das Ziel, emotional und ungewöhnlich zu sein und sich so von traditioneller Werbung abzugrenzen. Weiterhin haben nicht-klassische Marketing-Konzepte gemeinsam, dass sie vornehmlich junge Konsumenten ansprechen sollen. Wehleit beschreibt bspw. eine Zielgruppe der 18-29-Jährigen, die mit Hilfe von Ambient Medien überwiegend erreicht werden soll. Auf der anderen Seite erkennen Marketing-Fachleute - neben dem Problem der Informationsüberlastung der Konsumenten - gleichzeitig die Herausforderungen des demographischen Wandels. Laut statistischem Bundesamt betrug der Anteil der über 65-Jährigen an der deutschen Gesamtbevölkerung im Jahr 2005 19%. Im Jahr 2050 werden über 30% der Deutschen über 65 Jahre alt sein. Die Älteren stellen demnach eine immer weiter wachsende Zielgruppe dar. Zudem verfügen sie über eine hohe Kaufkraft. Im Jahr 2008 betrug die durchschnittliche Kaufkraft der 50-59-Jährigen pro Jahr 25.167 Euro. Im Vergleich dazu betrug diese in der Altersgruppe 20-29 Jahre nur 15.175 Euro. Bisher wird in der Literatur mit dem Schwerpunkt Best Ager- oder Seniorenmarketing vor allem auf Themen wie Produkt- und Verpackungsgestaltung eingegangen. Auch die Gestaltung von klassischen Werbemitteln wie TV-Spots oder Printanzeigen wird von den Autoren häufig thematisiert. Kaum wurde bisher die Verwendung von alternativen Werbeformen für die Zielgruppe 50plus angesprochen. Die [...]
Ambient Advertising An Intrusion Of Consumers Private Sphere
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Author : Bastian Storch
language : en
Publisher: GRIN Verlag
Release Date : 2008
Ambient Advertising An Intrusion Of Consumers Private Sphere written by Bastian Storch and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with categories.
Research Paper (postgraduate) from the year 2008 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,1, University of Queensland, course: Master of Creative Advertising, 23 entries in the bibliography, language: English, abstract: This report investigates the issue of ambient advertising campaigns, which interfere with the private sphere of consumers. The author will discuss benefits and downsides of ambient advertising in regard to the issue mentioned above in relation to a specific campaign. For this matter the author selected a recent campaign which took place in Germany.
Marketing Problems
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Author : Melvin Thomas Copeland
language : en
Publisher: Wentworth Press
Release Date : 2019-03-11
Marketing Problems written by Melvin Thomas Copeland and has been published by Wentworth Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-11 with History categories.
This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work was reproduced from the original artifact, and remains as true to the original work as possible. Therefore, you will see the original copyright references, library stamps (as most of these works have been housed in our most important libraries around the world), and other notations in the work. This work is in the public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. As a reproduction of a historical artifact, this work may contain missing or blurred pages, poor pictures, errant marks, etc. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.
Indigenous Woman
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Author : Martine Gutierrez
language : en
Publisher:
Release Date : 2018-09-06
Indigenous Woman written by Martine Gutierrez and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-09-06 with categories.
World Advertising Trends
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Author :
language : en
Publisher:
Release Date : 1999
World Advertising Trends written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with categories.
Women Want More
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Author : Michael J. Silverstein
language : en
Publisher: Harper Collins
Release Date : 2009-09-08
Women Want More written by Michael J. Silverstein and has been published by Harper Collins this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-09-08 with Business & Economics categories.
In Women Want More, Michael Silverstein and Kate Sayre, two of the world’s leading authorities on the retail business, argue that women are the key to fixing the economy. Based on a groundbreaking study and offering tremendous insight into the purchasing habits and power of women, Women Want More doesn’t just offer a glimpse into consumer behavior; it reveals what consumer behavior says about human psychology and desire.
Structure For Architects
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Author : Ashwani Bedi
language : en
Publisher: Routledge
Release Date : 2019-07-11
Structure For Architects written by Ashwani Bedi and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-07-11 with Architecture categories.
Structure for Architects: A Case Study in Steel, Wood, and Reinforced Concrete Design is a sequel to the authors’ first text, Structure for Architects: A Primer, emphasizing the conceptual understanding of structural design in simple language and terms. This book focuses on structural principles applied to the design of typical structural members—a beam, a girder, and a column—in a diagrammatic frame building. Through the application of a single Case Study across three key materials, the book illustrates the theory, principles, and process of structural design. The Case Study progresses step-by-step for each material, from determining tributary areas and loads through a member's selection and design. The book addresses the frequent disparity between the way architects and engineers perceive and process information, with engineers focusing on technical aspects and architects focusing on visual concepts. Structure for Architects: A Case Study in Steel, Wood, and Reinforced Concrete Design presents readers with an understanding of fundamental engineering principles through a uniquely thematic Case Study. Focusing on the conceptual understanding of structural design, this book will be of interest to architecture students and professionals looking to understand the application of structural principles in relation to steel, wood, and concrete design.
Market Constellation Research
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Author : Arne Heise
language : en
Publisher: Institutionelle und Sozial-Ökonomie / Institutional and Socio-Economics
Release Date : 2011
Market Constellation Research written by Arne Heise and has been published by Institutionelle und Sozial-Ökonomie / Institutional and Socio-Economics this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Corporate governance categories.
The objective of this reader is manifold: On the one hand, it intends to establish a new perspective at the policy level named 'market constellations': institutionally embedded systems of macroeconomic governance which are able to explain differences in growth and employment developments. At the polity level, the question raised is whether or not market constellations can be governed and, thus, whether institutions can be created which will provide the incentives necessary for favourable market constellations. Finally, at the politics level, the immediate question is whether (distributional) vested interests can be bared in order to explain the motivations to create certain market constellations. A promising approach to tackle this task needs to take into account different cultural backgrounds and must provide political transmission mechanisms for turning vested interests into policy.
A History Of Advertising
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Author : Henry Sampson
language : en
Publisher:
Release Date : 1874
A History Of Advertising written by Henry Sampson and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1874 with Advertising categories.
Introduction To Business Organization
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Author : Samuel Edwin Sparling
language : en
Publisher:
Release Date : 1906
Introduction To Business Organization written by Samuel Edwin Sparling and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1906 with Business categories.