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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,0, Frankfurt School of Finance & Management, Sprache: Deutsch, Abstract: Die Arbeit befasst sich mit ausgewählten Erscheinungsformen des Kommunikationsinstruments "Sponsoring". Bereits über Jahre hinweg gewinnt das Kommunikationsinstrument Sponsoring in Unternehmen und Werbeagenturen zunehmend an Bedeutung und hat sich national wie international mittlerweile zu einem maßgeblichen Bestandteil der integrierten Marketing-Kommunikation entwickelt. Der Grund hierfür liegt zum einen in der großen Akzeptanz der Bevölkerung ggü. dem Sponsoring, zum anderen an den vielfältigen Möglichkeiten, die das Sponsoring bietet um bedeutende, gesellschaftliche Themen der Zielgruppe entsprechend zu kommunizieren. Auch im Bankensektor kann beobachtet werden, dass zunehmend Investitionen im Bereich Sponsoring getätigt werden in der Hoffnung, das positive Image sowie der Bekanntheitsgrad des Gesponserten möge auf die eigene Marke möglichst barrierefrei übergehen. So sponserte im Bereich des Kultursponsoring z.B. die Deutsche Bank sogar als Hauptsponsor die Kunstmesse "Frieze Art Fair" im Londoner Regents Park und das Schweizer Finanzinstitut UBS die beiden Großmessen "Art Basel" und "Art Basel Miami" im Jahr 2010. Ebenso seien u.a. die Schweizer Privatbank Julius Bär, die Crédit Suisse, die Bank Austria sowie die HSBC Trinkhaus & Burkhardt als weitere bekannte Finanzdienstleistungsinstitute im Rahmen von internationalem Kultursponsoring genannt. Doch auch deutschlandweit engagieren sich viele Unternehmen aus der Bankenbranche, z.B. der Deutsche Sparkassen- und Giroverband und regionale Sparkassen bisher sehr erfolgreich. Im Laufe der Zeit entwickelten sich allerdings neben dem Kultursponsoring noch einige weitere Formen des Sponsoring, die sich durch bestimmte Merkmale näher voneinander abgrenzen lassen. Diese Seminararbeit soll im Folgenden eine Auswahl der verschiedenen


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Product Details
  • ISBN-13: 9783656861331
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 38
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656861331
  • Publisher Date: 23 Jan 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 63 gr


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