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Chancen und Risiken von Product Placements: Eine Untersuchung über Product Placements in klassischen Medien und Product Placements in Videospielen

Chancen und Risiken von Product Placements: Eine Untersuchung über Product Placements in klassischen Medien und Product Placements in Videospielen

          
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About the Book

Inhaltsangabe: Einleitung: Aufgrund kontinuierlicher Veränderungen auf den Absatzmärkten hat die Bedeutung der unternehmerischen Kommunikationspolitik in den letzten Jahren stark zugenommen. Zu diesen Veränderungen zählen, neben dem Wandel der Verkäufermärkte hin zu Käufermärkten, vor allem Wettbewerbsverschärfungen, kürzere Produkt- und Marktzyklen sowie die Homogenität der angebotenen Leistungen. Der aus diesen Veränderungen hervorgehende Wettbewerbsdruck zwingt die Unternehmen zur Differenzierung gegenüber der Konkurrenz. „Neben der Markenartikelkonzeption als grundlegendem strategischem Differenzierungsansatz stehen den Unternehmen im Rahmen des Marketingmix verschiedene Instrumente für taktische bzw. operative Anpassungsreaktionen auf Änderungen der Verbraucherpräferenzen im Markt sowie zur Beeinflussung dieser Präferenzen selbst zur Verfügung". Die Werbung stellt dabei das entscheidende Instrument zur Herbeiführung dieser Differenzierung dar. Allerdings sind als Folge des zunehmenden Kommunikationswettbewerbs Reaktanzerscheinungen bei den Rezipienten aufgrund persuasiver Werbebotschaften zu verzeichnen. Außerdem führen zunehmende Medienvielfalt und Kostensteigerungen bei der klassischen Werbung zu Effizienzverlusten und sorgen somit für den Zwang zur Entwicklung innovativer Kommunikationsstrategien. Als neue Kommunikationsstrategie kann neben dem Sponsoring auch das Product Placement aufgeführt werden. Beim Product Placement handelt es sich um eine Werbeform, bei der „Hersteller (..) ihre Markenartikel gezielt zu werblichen Zwecken in die Handlung eines Films" integrieren. Neben der Markenintegration in Spielfilmen erfolgt diese auch im allgemeinen Unterhaltungsprogramm der Medien Fernsehen, Video und Kino. Befürworter des Product Placements sehen darin die Chance, eine höhere Akzeptanz beim Verbraucher zu erreichen und somit die Effizienz der Werbebotschaft zu steigern. Die Risiken, die die Gegner des Product Placements in dieser Werbeform sehen, sind u.a.


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Product Details
  • ISBN-13: 9783838629223
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 154 gr
  • ISBN-10: 3838629221
  • Publisher Date: 07 Dec 2000
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: German
  • Sub Title: Eine Untersuchung über Product Placements in klassischen Medien und Product Placements in Videospielen
  • Width: 148 mm


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