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Celebrity Marketing am Beispiel L'Oréal. Vergleich Deutschland und China

Celebrity Marketing am Beispiel L'Oréal. Vergleich Deutschland und China

          
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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Cologne Business School Köln, Sprache: Deutsch, Abstract: Den gleichen Kaffee trinken wie George Clooney, das gleiche Parfum auftragen wie Julia Roberts oder den gleichen Renault fahren, den Sebastian Vettel fährt. "Ein Stück Prominenz zum kaufen" also (Schmid, S. 6, 2011). Das ist es, was viele Menschen sich wünschen und der Grund dafür warum Testimonials in der Werbekommunikation eine so große Rolle spielen. Während in Deutschland der Anteil an Werbespots mit Prominenten auf gerade einmal zehn bis 15 Prozent geschätzt wird, ist in China mit 25 Prozent und in Japan sogar nahezu die Hälfte der Werbung mit sogenannten Celebrities besetzt (Schmid, S. 6, 2011; Praet, S. 5, 2004). Das Meer an Werbespots, mit dem die Konsumenten tagtäglich überflutet werden, veranlasst Unternehmen diese Art der Kommunikationspolitik zu nutzen. Die Werbung mit Prominenten ist eine Alternative zu den normalen Werbespots und soll nach Möglichkeit Schlüsselreize bei den Konsumenten auslösen und so Wettbewerbsvorteile generieren (Nufer & Heider, S. 1, 2012). Im Rahmen dieser Arbeit werden die Rahmenbedingungen des Celebrity Marketings mit seinen Zielen, der Wirkung und die Risken dieser Form der Kommunikationspolitik beschrieben. In Kapitel drei und vier geht es um die Frage, ob die Einteilung Hofstedes in individualistische und kollektivistische Länder einen Einfluss auf die Werbung mit Prominenten hat. Die praktische Analyse in Kapitel vier wird am Beispiel des Kosmetikprodukteherstellers L'Oréal durchgeführt. Im anschließenden Fazit werden die Ergebnisse bewertet und mögliche Fragestellungen zur weiteren Ausarbeitung dieses Themas gegeben.


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Product Details
  • ISBN-13: 9783656844501
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 45 gr
  • ISBN-10: 365684450X
  • Publisher Date: 24 Nov 2014
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm


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