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Eventmarketing für Jugendliche. Möglichkeiten und Grenzen (German Edition) Pdf

Download Eventmarketing für  Jugendliche. Möglichkeiten und Grenzen (German Edition) Pdf

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Diplomarbeit aus dem Jahr 2007 im Fachbereich BWL – Advertising, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Notice: 2,zero, Friedrich-Alexander-Universität Erlangen-Nürnberg, ninety six Quellen im Literaturverzeichnis, Sprache: Deutsch, Summary: Die Jugendlichen von heute sind die Kunden von morgen.
Auch wenn der Zusammenhang in diese Aussage logisch und einfach erscheint, so bereitet es vielen Unternehmen dennoch große Probleme. Es ist schwierig, diese junge Zielgruppe adäquat zu erreichen, da die heutige Jugend den Ruf hat, schwer zu fassen zu sein und Werbemaßnahmen äußerst kritisch zu begutachten.

Auch wenn aufgrund des demographischen Wandels die Geburtenzahlen seit Jahren rückläufig sind, stellen die Jugendlichen trotzdem eine reizvolle Zielgruppe dar. So besitzen sie heute schon eine hohe Kaufkraft und zeigen sich obendrein konsumfreudiger als die ältere Era. Zusätzlich wird die Jugendzeit als prägende Part der Markenbindung angesehen. Wer seine Kunden im jugendlichen Alter additionally noch nicht an seine Marke herangeführt hat, wird es später schwerer haben. Aber auch der Wettbewerb und die Angebotsfülle haben stark zugenommen und daher wird es für die Unternehmen immer bedeutsamer, die potentiellen jungen Kunden von ihren Produkten zu überzeugen und langfristig an sich zu binden.

Den klassischen Werbemaßnahmen stehen diese jedoch immer skeptischer gegenüber. Im Kampf um die ertragreichen und konsumfreudigen Kunden verlassen die Unternehmen daher immer mehr den Pfad der klassischen Kommunikationsmittel und investieren in die so genannten Instrumente „under-the-line“. Das Eventmarketing bekommt in diesem Sinne eine immer wichtigere Rolle, da im Zuge des Wertewandels die Erlebnisorientierung bei den Jugendlichen immer stärker zugenommen hat. Occasions können Werbebotschaften und Markenimages in erlebbare Dimensionen übertragen und den Kunden auf emotionaler Ebene ansprechen. Zusätzlich kann durch solche Veranstaltungen der Dialog mit der Zielgruppe ermöglicht werden.

Aber: „Nur wer das Ziel kennt, kann treffen“. Dieses griechische Sprichwort weist darauf hin, wie wichtig es ist, über Verhaltensweisen und Eigenschaften seiner Zielgruppe bescheid zu wissen, um sie effektiv erreichen zu können. So müssen sich die Unternehmen immer besser auf die heterogenen Lebenswelten und wechselnden Szenen der Jugendlichen einstellen und ihre Wünsche und Bedürfnisse kennen lernen.




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