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Age Power 2010 - Erfolgreiches Best Ager-Marketing: Mit strategischer und psychologischer Ausrichtung zur richtigen Kommunikation in gesättigten Märkt
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ISBN10: 3832493468
ISBN13: 9783832493462
Publisher: Diplomica Verlag
Published: Jul 10 2006
Pages: 190
Weight: 0.51
Height: 0.40 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783832493462
Publisher: Diplomica Verlag
Published: Jul 10 2006
Pages: 190
Weight: 0.51
Height: 0.40 Width: 5.83 Depth: 8.27
Language: German
Im ersten Teil des Buches wird auf die betriebswirtschaftliche Bedeutung des Best Age-Marktes und die strategische Unternehmensausrichtung eingegangen, wobei der Best Age-Markt durchaus kritisch hinterleuchtet und ein vorausschauendes Profil des Best Agers erstellt wird, um erkennbaren Entwicklungen der nächsten Jahre mit einer neuen Strategieempfehlung zu begegnen und der Frage nach der Segmentierung des Marktes mit einem neuen Segmentierungsansatz zu begegnen. Im zweiten Teil der Arbeit soll eine psychologische Hinführung an den Konsumenten erfolgen, wobei unbewusste Prozesse, die Macht von Emotionen und neuere psychologische Phänomene den Schwerpunkt bilden und der Beweis erbracht werden soll, welche unumgängliche Bedeutung Emotionen für die Werbung besitzen, und dass mit dem psychologischen Selbstkonzept ein, aufgrund seiner umfassenden Bedeutung, elementares Handlungsmodell unbedingt Einzug in die werbliche Betrachtung des Best Agers halten muss. Im dritten und letzten Teil wird eine Umsetzung in der TV-Werbung angestrebt, die im Wesentlichen auf dem werbehabitualsierierten Konsumenten basiert, dabei werden Mittel und Wege aufgezeigt, wie es gelingen kann über Stereotype auch den Best Ager anzusprechen und über dies hinaus dem Leser einige entscheidende Umsetzungsregeln und Muster an die Hand gelegt, mit denen er zukunftgerichtete, zielgruppenadäquate, kreative und effiziente Best Ager-Werbung im TV kommunizieren kann.
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