Guerilla Marketing und dessen KommunikationsstrategieArgument

 Man sollte die Welt so nehmen wie sie ist, aber nicht so lassen!

Ganz nach diesem alten Sprichwort, sollte man auch die Werbung so nehmen wie sie ist, aber nicht so lassen. Die Erkenntnis, dass in der Werbung durch eine geschickte Interaktion der Medien nicht nur Kosten gespart werden, sondern sich dadurch auch die Wirkung einzelner Aktionen steigern lässt, ist längst nicht mehr neu. Schon seit geraumer Zeit gehen Unternehmen verstärkt dazu über, unterschiedlichste Medien für eine Kampagne zu nutzen. Das heißt allerdings keinesfalls mehr nur Motive und Slogans auf andere Medien zu übertragen oder beispielsweise die URL des Internetauftritts auch in der Print- und TV-Werbung zu erwähnen. Viel eher ist das gekonnte Zusammenspiel der einzelnen Kommunikationskanäle gefragt, wie beispielsweise eine Print-Anzeige mit Coupons für den Online Shop. Das Konzept des Guerilla Marketings fordert die Suche nach neuen, innovativen Marketing Formen auf Grund, dass immer wenigere Rezipienten bereit sind, die kommerziellen Botschaften zu absorbieren, so dass ihre Aufmerksamkeit dafür schwindet.

Guerilla Marketing ist viel mehr ein innovatives Marketing konzept, welches von Unkonventionalität charakterisiert ist, obwohl es sehr oft als reines Instrument der Kommunikation angesehen wird. Guerilla Marketing kann anhand praktischer Beispiele detailliert klassifiziert und analysiert werden. Es ist das Hauptziel des vorliegenden Beitrags, die Erarbeitung einer Klassifizierung dieser ungewöhnlichen und komplexen Marketing Strategie sowie einer Einordnung dieser im Kommunikations-Mix.

1. Einführung
Seit es Evolution und Selektion gibt, existiert auch die Werbung. In jedem Wettbewerbsmarkt gibt es Werbung. Die Adressaten von Werbung sind von den herkömmlichen Werbemaßnahmen gelangweilt. Wie oft erwischen wir uns selbst beim fluchtartigen Zappen in der Werbepause im Fernsehen? Ganz nach dem Motto “Hilfe, Werbung!” wird versucht dieser Phase der penetranten Informationsflut zu entfliehen.
Wer nicht durch irgendwelche Umstände der Werbung ausgesetzt und zwangsinvolviert ist, versucht sich diesem unkreativen “Werbeeinheitsbrei” zu entziehen. Heutige Werbung ist eher Störer und Belästiger als eine kommerzielle Informationsquelle. Die Mission für die Werbetreibenden ist somit klar definiert: Die Aufmerksamkeit der Rezipienten auf sich ziehen, ohne dabei aufdringlich zu sein. Der “War for Eyeballs” ist somit für die Werbe- und Marketingtreibenden eröffnet. Guerilla Marketing bietet als alternative Form des Marketings neue, ungewöhnliche Methodiken, um der Werbeaversion der Rezipienten entgegenzutreten In der Vergangenheit haben viele neuartige, klingende Begriffe die Marketinglandschaft besiedelt. Vom medizinisch anmutenden “Viral Marketing” bis hin zum halsbrecherischen Begriff “Ambient Stunt” ist alles vertreten. Die Präsenz dieser Begriffsinflation für alternative Werbeformen, lässt sich wohl als Hilflosigkeit der Werbenden deuten, die verschiedenen unkonventionellen Werbeformen sinnvoll zu systematisieren und zu klassifizieren. Die Herausforderung für die Werbung besteht demnach darin, in dieser Informationsflut zu überleben und sich speziell unter diesen Bedingungen bei den Kommunikationsempfängern „Gehör“ zu verschaffen. Werbeformen wie etwa Ambient Media, Viral- oder Buzz Marketing und vergleichbare „alternative“ Werbeformen, die vom Autor unter dem Sammelbegriff Guerilla Marketing subsumiert werden, eröffnen diesbezüglich neue Möglichkeiten der Kommunikationspolitik, sich diesen geänderten Rahmenbedingungen zu stellen.

See more: https://axentelivia.wordpress.com/promotion-advertising/

Livia

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Claudiu&LiviaMoments of Contemplation…
That place where we allow ourselves to become emptied of distractions, and turn our awareness inward, to the Indwelling Source of Love…
A longing rises to the surface from deep within me as I stand watching the waves caressing the sand… In those still, quiet moments of contemplation, when we open our hearts to the awareness of the Indwelling Spirit and Universal Mind, we allow that Divine Intelligence which created us to keep recreating us…

The complex notion of love comes to me in various forms that the dreamer within me conjures up…
I AM drawn to a spirit… lost in thoughts, full of a beautiful longing. Longing for love. I marvel at the love my heart seems to experience as I watch the tender interactions of two lovers, us! I observe moments of contemplation, a heart full of love, longing, longing… longing for you…

Claudiu&Livia

MSG Systems - centrul de development SAP Business Intelligence in Cluj  msg systems România – filiala concernului german msg systems AG, una dintre primele companii din domeniul IT din Germania – este prezent de aproape 3 ani pe piaţa locală de IT Software. Astăzi, msg systems România se poate mândri cu cea mai extinsă echipă de specialişti în domeniul dezvoltării software SAP din Transilvania – o echipă care se află în creştere permanentă. La ora actuală, echipa din Cluj, împreună cu colegii de echipă din Germania, … Read More

via QA Testing

Destiny OwlCoincidence or psychic moments?

A forceful feeling in the pit of your stomach. The musing thought of a friend right before the telephone rings. A race of fear, when there would seem to be nothing outwardly present to elicit such a response. A swell of infatuation at the first sight of a future lover. We all have psychic moments that seem to knock us off our feet and provide exciting fodder for storytelling, but how can you tell the difference between the supernatural, and a mundane coincidence? Coincidences are overrated. As a wise elder who teaches me often says, in her gentle Southern drawl, “there ain’t no coincidences.” She means that the coincidence is a moot point. It is a construct of the left-brained, logical mind to try to explain away something to which attention should be paid. In fact, some forms of divination and omen interpretations rely entirely on the occurrence of “coincidences” to be understood.

A phenomenon commonly called “angel numbers” is when repeated numbers are noticed incidentally by an individual throughout the day. For example, if you woke up on a Saturday at 13:13 a.m., went to the store, and made a purchase that came out to exactly RON 13.13, and then later on that evening happened to glance at the clock again when it read 13:13 p.m. that number -11, 13… – would be considered an “angel number.” Some believe that the coincidence of it is the angels’ way of attempting to get your attention.

The interpretation of the number might then be done with traditional Pythagorean numerology by adding together the digits until producing an integer between 1 and 9 and seeking meaning for that day within that number.
Adding to the importance of not discounting coincidences is the fact that the true psychic flash is almost always the very first impression of a person, event, or situation. The mind moves so quickly that the psychic flash is immediately attacked by various thoughts discounting its probability or distracting from its pure message. The more unusual or unlikely the psychic flash, the more quickly it is dismissed – even if it is astoundingly accurate. Sometimes, the logical mind accepts but augments the psychic flash so that it is no longer precise enough to be right. You can talk yourself out of any psychic flash!

The best way to stop unraveling your psychic thoughts is to immediately journal about them whenever possible without any analysis or judgment. Keep this journal private so that you won’t be tempted to edit yourself as you go. Whenever you wake up from a dream, write it down. Keep a small notebook with you if possible so that any sudden moments of revelation, no matter how unlikely, can be recorded. Make sure that the dates are very carefully recorded as well, as you may notice a pattern of when you have a vision and when the vision seems to come to pass! Give yourself enough time to fill up the entire notebook if you don’t immediately notice that you are psychic. After the notebook is full, read through it with an open mind.

Sometimes psychic visions can be highly symbolic and rich with information. Perhaps a dream about a broken toy car resulted in seeing a real life accident later on. Notate which information appears to be extraneous and coincidental, but make a point to review it again later on to remove all doubt. Some of the greatest loves have begun with nothing more than a feeling, and some of the worst tragedies have been avoided through listening to gut fears and intuition. Even if you do acknowledge the existence of coincidences, sometimes there is a reason behind why such coincidences began in the first place, and a purpose behind your understanding of them.

Livia

TheVenusProjectZeitgeist: Moving Forward, by director Peter Joseph, is a feature length documentary work which will present a case for a needed transition out of the current socioeconomic monetary paradigm which governs the entire world society. This subject matter will transcend the issues of cultural relativism and traditional ideology and move to relate the core, empirical “life ground” attributes of human and social survival, extrapolating those immutable natural laws into a new sustainable social paradigm called a “Resource-Based Economy”.

Public Statement From The Creator of the “Zeitgeist Film Series”, Peter Joseph:
RE: The Mainstream Media Association Created Between “Zeitgeist” and the Tuscon Murders.

Fluid social change can only materialize if two circumstances are met. One, the human value system, which consists of our understandings and beliefs, must be updated and changed through education and thoughtful introspection. Two, the environment surrounding that value system must change to support the new world view. The interaction between a person’s value system and their environment is what influences human behavior.

For example, in our culture, “ethics” is really a matter of degree, for our social system promotes and rewards competition and self-interest. This perspective doesn’t just “lead” to aberrant behavior… it creates it directly. Corruption is the norm in our society and most people do not see this, for since the society supports this behavior, it is considered right and normal… or as a matter of degree.
Given this understanding, there is a fallacy that has emerged where certain groups are deemed “corrupt” and everyone else is “good”. This is the age old “us and them” world view which has no basis empirically, for it is, again, all a matter of degree.
For example, there is a large movement of people who constantly talk about “The New World Order” and this notion that there is an elite group of people who have been trying to take over the world for a long time and have manipulated society in various ways to further their goals.
This, of course, is true to a certain extent.
BUT, the failure of awareness is that this “group” is not a group at all. It is a tendency.

If you took out all the people at the top who are engaged in global hegemonic rule, it would simply be a matter of time before another group stepped in to seek the same ambition. Therefore, it isn’t the individual people or groups that are the problem. It is actually the conditions upon which those people have been accustomed and indoctrinated by. Of course, many argue against this view with the escapist notion that it is “human nature” that causes this competition and need for dominance. This is unsupported by the facts. In reality, we are nearly clean slates when we are born and it is our environment that shapes who we are and how we behave.

http://www.thevenusproject.com/

Livia

Posted: February 2, 2011 in Livia's Stuff

Germany was a rewarding stop. Early in our visit we went to a Geo Thermal plant. While this plant was not hot enough to produce steam to convert into power, it did use the heat of the earth to deliver hot water to about 4000 homes. A company drilling for oil was disappointed when, at over 2,000 meters down, water came gushing out. Now it is put to good use and converted to Germany’s two most advanced geothermal projects, which are highly automated, and only require three people to manage.

We spent a lot of time with many of the Zeitgeist members doing interviews in homes, parks, and our hotel room, and of course there were a lot of meals taken together. One of the members suggested printing a portion of a 10 Euro bill and folding it in such a way that you can only see the ends. The bill would look authentic, but when opened it would show information in the middle about The Zeitgeist Movement. When left on the ground, it doesn’t take long before someone picks them up and reads them. They certainly attract people’s attention.

Often the question comes up, as it did in Germany as well, how are we going to “get rid” of the monetary system? We are not trying to get rid of it but to eventually surpass it. It has to go through its evolutionary stages and die of its own accord as it is doing now. Trying to superimpose a system before it’s time will not work. Those upholding this system have been at it a long time and they are good at squelching those who oppose it. We are not advocating revolutionary tactics of burning banks or physically destroying large corporations. This would not bring about social change. If the existing system does not provide human needs such as healthcare, housing, education, etc. people will seek another direction. People have to be informed of another possible alternative and work at introducing it to others to help bring that about.

For people without the luxury of being able to analyze social conditions and their causes and the factors that shape behavior, or who are unable to ask correct questions concerning our predicaments, it will take a direct hit to their standard of living to interest them in better alternatives. This may take the form of the loss of their jobs or homes, but this doesn’t mean they will recognize a more beneficial direction either.

No one is pointing out the real culprit of our decaying social conditions in the mainstream media so most people have very few tools to evaluate with relevant information. Questioning the system itself is never done on such shows and has always been taboo. What we have in managed news.

The job is to introduce another direction to work towards. People who have new inventions have to explain to the public the advantages of that invention. This is true for new social ideas as well. As this system becomes inoperable, the job is to explain to others the advantage of this new social direction in a way that makes it seem feasible to them.

As in all of our other stops, our German presentation was very well received.

Roxanne Meadows
www.thevenusproject.com

Vine Craciunul! Cu secole inainte de aparitia lui Iisus, unii europeni sarbatoareau lumina si intunericul in cele mai intunecate zile ale iernii.

Foarte multe popoare petreceau in timpul solstitiului de iarna, cand partea cea mai grea a acesteia trecuse si zilele mai lungi erau mult mai aproape. In Scandinavia se sarbatorea Yule, solstitiul de iarna, din 21 decembrie pana in luna ianuarie. Pentru a-si arata recunostinta pentru reintoarcerea soarelui, fii si tati aduceau acasa bucati mari de lemne pe care apoi le ardeau. Urma o petrecere care nu se termina decat dupa stingerea focului, ceea ce putea dura pana la 12 zile. Scandinavii credeau ca fiecare scanteie din foc reprezenta un vitel sau purcel care urma sa fie nascut in noul an. Sfarsitul lui decembrie era o perioada perfecta pentru sarbatori in aproape toata Europa. In acea perioada majoritatea vitelor erau taiate pentru a nu consuma hrana toata iarna.

Pentru multi oameni acestea erau singurele zile cand aveau pe masa carne proaspata. In plus, majoritatea vinului si berii facute in timpul anului erau in sfarsit fermentate si gata de baut. In Germania oamenii onorau zeul pagan Oden in timpul sarbatorii din mijlocul iernii. Germanilor le era frica de Oden deoarce credeau ca acesta zbura prin cerul noptii pentru a-si supraveghea oamenii, ca apoi sa decida cine va muri si cine va trai. Din cauza prezentei lui, multi oameni alegeau sa stea in casa.

Vine Craciunul… cata bucurie 🙂 Toata lumea il asteapta pe Mos Craciun, iar unii inca se gandesc… ce mesaje sa le scrie celor dragi. Am ales cateva mesaje aici:

  • Sfanta seara de Craciun Sa ne-adune bun cu bun, Sfanta seara de Craciun. Ca-i mai Sfanta decat toate, La multi ani cu sanatate!
  • Viata asta ne inraieste si uneori actionam ca niste nebuni dar sa nu uitam ca este Craciunul si sa fim un pic mai buni
  • Esti o fiinta atat de draguta, politicoasa, frumoasa, sincera, spirituala si unica pe aceasta lume… Primeste urarile mele de bine si aceste minciuni nevinovate.
  • Sarbatorile cand vin, sa va fie cosul plin, sa aveti pe saturate, casa plina, sanatate! Punga sa geama de bani, mult noroc si La Multi Ani!
  • La aceasta cumpana dintre ani, lasa sa treaca prin fereastra sufletului tau, magia sarbatorilor, lasa-te cuprinsa de fericire si bucurie si ramai asa pentru tot restul vietii. Fii raza mea de soare si lumineaza-mi aceasta trecere, vino cu mine in lumea dragostei fara sfarsit.
  • Sarbatori Fericite si un Craciun plin de zapada fina sa ai un an mai bun si la anu’ sa-ti iei masina
  • Sarbatori fericite cu bucurii si impliniri alaturi de cei dragi! Sa va gaseasca Mosul cu masa bogata si sufletul curat!
  • Cu mic cu mare, mergem la sarbatoare, cu ganduri bune si dorinta de mai bine, pentru noi si pentru toti. Craciun fericit!
  • Craciun Fericit si multa sanantate, sa ai un an mai bun, sa-ti mearga bine in toate
  • Bucuria Craciunului sa tina pana in zori si un cor de craciunite sa-ti cante de Sarbatori
  • Bradul e impodobit, Mosul inca n-a sosit, Incepeti sa colindati, Si pe el sa-l asteptati. Va veni la fiecare, Cu cadouri si-o urare: Un Craciun plin de iubire, Sanatate, fericire, Mult noroc si impliniri Si ani plini de bucurii
  • Sa gasiti pe fiecare ramura a bradului implinirea viselor si cheia succeselor viitoare, iar MOS CRACIUN sa aduca doar pentru voi un sac plin. La multi ani!

Livia

keeping mystery aliveKeeping mystery alive

The mystery of the beauty of philosophy lies not in removing the mystery, but to discover its beauty. Let’s keep a sense of mystery alive…
One long strand of philosophical reflection attempts to empty the universe of mystery. Many philosophers have aimed to dispel superstitions, magical thoughts, irrational beliefs and uncanny appearances. Loving truth and knowledge, they have tried to understand the universe and themselves without calling for supernatural help. On this approach, philosophy ends with the disappearance of mystery. An omniscient intelligence would find nothing mysterious, but would have no need of philosophy, either.
Still, philosophy has never totally effaced the idea of mystery, and we can ask about its nature and try to explain why we have it. A mystery is something we do not understand, something that puzzles our senses, imagination or understanding. Some mysteries are solved. Some await a solution. Others remain unsolved for purely contingent reasons. Still others remain mysteries because we lack the intellectual ability to solve them, or because trying to think of a ’solution’ is already wrong-headed.

First of all we should distinguish natural from supernatural mysteries. Natural mysteries are things we do not understand, but which, if we finally dispel them, we will understand by thought, observation and experience without appeal to supernatural intelligence or agency. Natural mysteries can be little or big. A little mystery is the random disappearance of my socks, or why it rained living fish in the desert. Big natural mysteries are puzzles like the nature of gravity, dark matter, the Big Bang, the ultimate composition of the universe, and so on.
Believing that natural mysteries have natural explanations, we have sought for these explanations and have been very successful in dispelling some of them. For example, the role of the heart was a mystery for a long time, and there were many ideas about its function. However, when Harvey proved that the heart is a pump for pushing blood through the body, he solved the mystery. This does not mean that we will always be successful in dispelling natural mysteries, but our efforts to understand are not pointless. Magic tricks, too, are mysterious to those who do not know how the magician does them.
Supernatural mysteries also come in small and large sizes. Small ones include sightings of ghosts, the operations of poltergeists, communication with dead loved ones, astral projection, near-death experiences, and so on. We do not know how to take any of this, but even if we believe in the afterlife and immaterial spirits, such things are still mysterious to us.

After establishing an individual philosophy, reorganizing your life, and finding your dharma and spiritual path, there is another step to take on your spiritual journey. You are to take responsibility for your own life.
Well, many people are in the habit of blaming someone else for their unfortunate situations. Whatever is wrong in a person’s life is blamed on unfair sibling relationships, taxes, imperfect schools, or having been born at the wrong time etc.

Understand your relationships, but let go of blaming. There is nothing in your mysterious life that is not your choice, your doing, your karma. It may sound harsh, but it is liberating.

Livia

Basking in the still of night…

Beneath the lights of the heavens, in the stillness of the night… Love… this is one of the great undefined mysteries of life. The fact that the perception of “love” can be viewed in so many different ways by humans often clouds the true definition of the word.

It makes you so vulnerable and opens you up to the greatest joy and the greatest pain. Your life is no longer your own because it allows someone to get inside you and touch your soul and control your emotions and take your heart hostage.

“Tell me where is fancy bred, in the heart, or in the head?” asked Shakespeare. He was one of millions who, over the centuries, have wondered where romantic love comes from.

Plato wrote in The Symposium in 416 B.C. that the God of Love “lives in a state of need.” This need is a basic human drive. Like thirst and hunger, it is nearly impossible to stamp out. In fact, lovers show all of the signs of addiction. Like drug addicts, they focus on the beloved, distort reality, and do inappropriate or even dangerous things to win this precious creature, crave his or her company and suffer withdrawals and despair if rejected. Lovers relapse like addicts, too.

I think about this image of lying in bed on a Sunday morning fully clothed next to him… and feeling totally content. Feeling like there is nowhere you would rather be and nothing you would rather be doing. Just looking at him and feeling like the rest of the world couldn’t possibly imagine what this is like. Feeling like you are both on the same page and everything you are feeling is mutual…

Yes… we’re basking in the still of night… 🙂

Livia