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Effekte von Product-Placement auf das Trägermedium

Effekte von Product-Placement auf das Trägermedium

          
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About the Book

Bachelorarbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,5, Fachhochschule Burgenland, Sprache: Deutsch, Abstract: Das Ziel dieser Arbeit ist es, einen Überblick über den Begriff Product-Placement zu geben und seine Möglichkeiten und Chancen für Werbetreibende sowie auch zusätzlich die Risiken für MedienproduzentInnen darzustellen. Für die MedienproduzentInnen sollen die Ergebnisse eine Hilfestellung sein, um Product-Placement optimal einzusetzen. Weiters sollen aktuelle Studien aufzeigen, welche Effekte Product-Placement auf die Bewertung des Trägermediums durch RezipientInnen hat. Das Kommunikationsinstrument Product-Placement wird immer häufiger in den verschiedensten Medien eingesetzt, mit dem Ziel, die Einstellung der KonsumentInnen gegenüber dem integrierten Markenprodukt zu ändern. Der Einsatz der Produktplatzierungen entwickelte sich von den klassischen Medien wie Fernsehen hin zu dem Einsatz in modernen Medien wie Vlogs. Bei Werbetreibenden besteht schon seit langem ein großes Interesse an Product-Placement und den vielen Vorteilen, die es im Gegensatz zu anderen Werbeformen bietet. Die Produktplatzierung kann jedoch nicht nur die Einstellung oder die Bewertung der RezipientInnen zu Marken (Produkten) ändern, sondern auch zu dem Trägermedium. Dies ist vor allem für MedienproduzentInnen bedeutend, da ihre Erzeugnisse davon betroffen sind. Neben dem Ziel, durch integrierte Marken (Produkte) das Erzeugnis realistischer und glaubwürdiger erscheinen zu lassen, sind auch die Risiken einer schlechten Bewertung des Trägermediums zu beachten. Zusammenfassend lassen sich für die Studienergebnisse sagen, dass die verschiedenen Einflussfaktoren wie Kongruenz oder Involvement sowie auch die Faktoren der Werbewirkung wie Reaktanz und Aufmerksamkeit die Bewertung der Trägermedien beeinflussen. Die Studien zeigen, dass der Effekt des Product-Placements auf das Trägermedium sowohl positive als auch negative Folgen auf die Eval


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Product Details
  • ISBN-13: 9783346973245
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 44
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3346973247
  • Publisher Date: 29 Aug 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 68 gr


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