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Entwicklung von Marketingkonzepten zur Optimierung von TV-Formaten im Privatfernsehen: Kommunikationspolitik als Sprachrohr des Marketings

Entwicklung von Marketingkonzepten zur Optimierung von TV-Formaten im Privatfernsehen: Kommunikationspolitik als Sprachrohr des Marketings

          
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About the Book

Inhaltsangabe: Einleitung: Der Hauptfilm- und Fernsehmarkt liegt seit vielen Jahren unbestritten in den USA. Die Universal Studios, Paramount und Twentieth Century Fox haben die Amerikanisierung weltweit durchgesetzt. Deutschland stieg nach der Wiedervereinigung zum zweitgrößten TV-Markt auf. Große Zukunftschancen liegen jedoch direkt vor unserer Tür, der europäische Wachstumsmarkt. Der deutsche Film muss nach einem nationalen Erfolg in der zweiten Stufe den europäischen Markt erreichen. Warum in die USA gehen, wenn ein viel größerer Markt doch so nah ist? Des Weiteren dürfen die Ostmärkte nicht vergessen werden. Wir können stolz sein auf unseren so reichhaltigen und qualitativen Fernsehmarkt. Damit das so bleibt, gilt es diesen ständig zu verbessern. Diese Arbeit beschäftigt sich mit dem Marketing, also der Entwicklung und dem Absatz filmischer Software unter Wettbewerbsbedingungen und geht dabei besonders auf die Kommunikationspolitik als Teil des Marketingmixes ein. Dabei werden grundlegenden sach-inhaltliche Grundfragen besonders des konzeptionellen Grundsteines der Kommunikationspolitik geklärt. Diese Ausarbeitung unterstreicht, dass klassische Werbung und Kommunikation zu kostenaufwendig sind und dass die Massenkommunikation auf einem veralteten Denkmuster beruht. Die Fernsehbranche hat es bei ihrer werblichen Kommunikation nicht immer leicht, da die Sender es in Deutschland generell mit einem werbefeindlichen Umfeld zu tun haben. Dieses gesamtgesellschaftliche negative werbliche Denken wurde seit den fünfziger Jahren in unseren Köpfen herangezüchtet mit dem Ausgangspunkt, dass Werbung etwas Anstößiges sei. Und natürlich hat sich die Werbung auch verändert. Neue Werbeformen werden ausprobiert und die Konkurrenz im Werbemarkt steigt stetig an. Es hat sich nicht nur der publizistischer Wettbewerb, welcher die Beschaffung, Verbreitung und Nutzung von Programmen betrifft, verstärkt, sondern auch der ökonomische Wettbewerb, der sich besonders im Kampf um die Werb


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Product Details
  • ISBN-13: 9783838682730
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 177 gr
  • ISBN-10: 3838682734
  • Publisher Date: 16 Sep 2004
  • Height: 210 mm
  • No of Pages: 126
  • Series Title: German
  • Sub Title: Kommunikationspolitik als Sprachrohr des Marketings
  • Width: 148 mm


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Entwicklung von Marketingkonzepten zur Optimierung von TV-Formaten im Privatfernsehen: Kommunikationspolitik als Sprachrohr des Marketings
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Entwicklung von Marketingkonzepten zur Optimierung von TV-Formaten im Privatfernsehen: Kommunikationspolitik als Sprachrohr des Marketings
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