The reciprocal development of the key factors in the media and communication market:
- The atomisation of the media,
- The development of new communication technologies and
- The change in media behaviour on the part of the customers
has not yet been completed. Advertising companies are under immense pressure to get their marketing mix right, i.e. effective. In regard to changes in the media and communication market we can see new media pushing out the classical ones, whereby the classical media have not been completely replaced. At present, for example, classical printing media enjoy a higher credibility than electronic media.
Table of Contents
1. Prologue
2. Introduction
3. Main Part
3.1. Market Conditions
3.1.1. Market Saturation
3.1.2. Same Quality and Like Brands
3.1.3. Growing Brand Development
3.2. Change in the Media and Communication Markets
3.2.1. Growing Advertising Volumes
3.2.2. Increasing Number of Media Offers
3.2.3. Newly Deployed Communication Offers
3.3. Consumers
3.3.1. Overload for Society as a Whole
3.3.2. Research into Advertising Effectivity
3.4. Communication Competition
3.4.1. The Changed Future of the Media
3.4.1.1. Alternative Media on the Advance
3.4.1.2. Basic Strategy: Classical Media
3.4.1.3. Change in the Population Structure
4. Conclusion
Objectives and Core Topics
This paper examines the phenomenon of sensory and information overload among consumers, analyzing the shift from product competition to communication competition within the German market. It investigates how the proliferation of media channels and advertising messages impacts consumer behavior, perception, and the effectiveness of modern marketing strategies.
- The structural evolution of the German market economy over the last 60 years.
- The impact of market saturation and the interchangeability of brands on consumer decision-making.
- The consequences of media "atomization" and the resulting information overload for society.
- Strategies for communication in the digital era, including cross-media approaches and mobile marketing.
- Demographic shifts and their implications for future consumer behavior and media usage.
Excerpt from the Book
3.3.2. Research into Advertising Effectivity
In our digital era, attention counts as a scarce resource. Spectators, listeners and readers are confronted in sheer quantities with ever more communication impulses (Nielsen Media Research 2003)29, which again compete with each other with content, brands and moderators.
With such an enormous flood of information it is inevitable that recipients act selectively. The self-protection mechanism “selection” is supported by natural (biological) restrictions on the receiver’s part, viz. a limited capacity for accepting and processing information. Neuropsychological examinations of human perception31 have shown that only every ten millionth bit is processed by the human brain, showing clearly the limited acceptance capacity described. Information overload leads to a decline in “media loyalty”. Those addressed have difficulty in concentrating and their use of the media becomes more and more superficial.
The drop in the stability of media use patterns is to be attributed to the explosive rise in the number of media offers. For example, consumers use the advertising breaks during the television programme to „do other things“ or avoid the advertising in one of the best known, comfortable ways: by zapping.
Summary of Chapters
1. Prologue: Provides an overview of the history of advertising media and defines the concept of information overload in a modern societal context.
2. Introduction: Outlines the historical transition of the German economy from a sellers' market to a highly competitive communication-focused market.
3. Main Part: Analyzes the structural changes in markets, the increasing number of communication channels, and the biological and psychological limitations of consumer attention.
4. Conclusion: Summarizes the current state of the media landscape and discusses future trends regarding the role of the internet, demographics, and the resilience of traditional media.
Keywords
Sensory overload, communication competition, information economy, media atomization, consumer behavior, advertising efficiency, marketing mix, cross-media, USP, UCP, demographic change, digital transformation, selective perception, media loyalty, market saturation.
Frequently Asked Questions
What is the core focus of this research?
The work focuses on how the vast increase in communication channels and advertising volumes leads to an information and sensory overload for the modern consumer.
What are the primary themes discussed?
Key themes include market saturation, the shift toward communication-based competition, the psychological aspects of consumer attention, and the impact of digital technology on traditional media.
What is the central research question?
The paper aims to investigate how consumers cope with the increasing pressure of information overload and how businesses must adapt their communication strategies to remain effective in this environment.
Which scientific methods are utilized?
The author primarily employs a descriptive analysis of market data, industry studies (such as ZAW and Nielsen), and concepts from communication science and sociology, specifically referencing Herbert A. Simon.
What topics are covered in the main section?
The main section details the evolution of market conditions, the "atomization" of media, the effectiveness of various advertising instruments, and the changing demographics of the German population.
Which keywords characterize this paper?
Essential keywords include sensory overload, communication competition, consumer behavior, media atomization, and cross-media strategy.
How does the author define the "atomization" of media?
The author defines it as the splitting of the whole media landscape into an unmanageable number of separate, individual communication parts, resulting from continuous market expansion.
What is the author's stance on "Second Life" and virtual worlds?
The author views virtual worlds and interactive online portals with concern, noting that they often exert a negative influence on human behavior by creating a competing "second reality".
- Quote paper
- Lenz Raimund (Author), 2007, Consumers - in a state of sensory overload, Munich, GRIN Verlag, https://www.grin.com/document/112216
