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Besonderheiten des Einsatzes von Sportlern in der Testimonial-Werbung - Dargestellt am Beispiel von Red Bull

Besonderheiten des Einsatzes von Sportlern in der Testimonial-Werbung - Dargestellt am Beispiel von Red Bull

          
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About the Book

Diplomarbeit aus dem Jahr 2004 im Fachbereich Sport - Sportökonomie, Sportmanagement, Note: 2,8, Deutsche Sporthochschule Köln, Sprache: Deutsch, Abstract: Der Großteil der Bevölkerung stört sich an der Unmenge an Werbung, die täglich auf sie einwirkt. Um im Zeitalter der Informationsüberflutung aufzufallen, nutzen daher viele Unternehmen Testimonials als "eyecatcher". Ist es für Unternehmen sinnvoll die große Popularität des Sports und vieler deutscher und internationaler Sportler zu nutzen, um diese erfolgreich in ihre Marketingmaßnahmen einzubinden? Oder ist eine erfolgreiche klassische Werbekampagne oder ein Sponsoringengagement ebenso erfolgreich mit anderen Prominenten umzusetzen oder zu gestalten? Sportler erscheinen auf den ersten Blick als Werbeträger geeignet, da Wertvorstellungen wie Dynamik, Erfolg, Leistung und Jugendlichkeit, die eng mit den Attributen des (Profi)sports verknüpft sind, dem momentanen Zeitgeist entsprechen. Zudem werden infolge der zunehmenden Überalterung der Bevölkerung junge Leitfiguren aus dem Sport gesucht. Entsprechen Sportler aber tatsächlich diesen Wertvorstellungen und wie differenziert werden sie im Vergleich zu anderen Prominenten wahrgenommen? Durch diese Problemstellung ergeben sich nun für diese Arbeit relevante Fragestellungen, die es zu untersuchen gilt: - Gibt es Unterschiede in der Wahrnehmung von Sportlern und Nicht-Sportlern in der Werbung? - Unterscheiden sich die oben genannten Werbeträger hinsichtlich ihrer Beliebtheit? - Welche Unternehmen sollten in der Werbung auf Sportler zugreifen, welche auf Nicht-Sportler? - Welche speziellen Risiken bestehen für Unternehmen die Sport-Testimonials einsetzen? - Welche Eigenschaften repräsentieren Sportler gegenüber anderen Prominenten besonders gut? - Werden Sportler aus bestimmten Sportarten von Unternehmen bevorzugt eingesetzt? - Welche Prominente eignen sich als Werbeträger für die Marke Red Bull und wie kann man diese ermitteln? Die vorliegende Arbeit


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Product Details
  • ISBN-13: 9783640252107
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3640252101
  • Publisher Date: 27 Jan 2009
  • Height: 210 mm
  • No of Pages: 128
  • Series Title: German
  • Weight: 177 gr

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Besonderheiten des Einsatzes von Sportlern in der Testimonial-Werbung - Dargestellt am Beispiel von Red Bull
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Besonderheiten des Einsatzes von Sportlern in der Testimonial-Werbung - Dargestellt am Beispiel von Red Bull
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