Live Communication

Live Communication
Oberbegriff für Kommunikationsinstrumente, die eine persönliche Begegnung und das aktive Erlebnis der Zielgruppe mit dem Hersteller und seiner Marke in einem inszenierten und häufig die Emotionen ansprechenden Umfeld in den Mittelpunkt stellen. Das Zusammenwirken dieser Elemente sowie die direkte und persönliche Interaktion zwischen Hersteller und Zielgruppe sollen zu einzigartigen und nachhaltigen Erinnerungen führen ( Markenkenntnis,  Einstellung). Zu den Instrumenten der L.C. zählen v.a. Messen, Showrooms, Events, Promotions und spezifische Formen des persönlichen Verkaufs.
- Vgl. auch  Event-Marketing.

Lexikon der Economics. 2013.

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