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Erstellen eines Mediaplans. Am Beispiel der Brauerei Erbacher & Söhne

Erstellen eines Mediaplans. Am Beispiel der Brauerei Erbacher & Söhne

          
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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Hochschule für angewandtes Management GmbH, Sprache: Deutsch, Abstract: Die vorliegende Seminararbeit beschäftigt sich mit dem Thema Mediaplanung. Anhand des Praxisbeispiels der Brauerei Erbacher & Söhne aus Nürnberg soll in mehreren Schritten ein Mediaplan aufgestellt werden, der drei Projekte und die dazugehörigen Ziele des Unternehmens widerspiegelt. Es soll gezeigt werden wie Anhand eines gut durchdachten Media-Plans mit zugehöriger Budgetierung und Umsetzung unterschiedliche Ziele wie Erhöhung von Marktanteilen oder auch Implementierung eines neuen Produktes anhand einer neuen Zielgruppe erreicht werden können. Die nachstehende Arbeit nutzt dazu zwei aufeinander aufbauende Schritte. Zunächst wird die allgemeine Situation des Unternehmens aufgezeigt und interpretiert. Anschließend werden drei unterschiedliche Projekte, die das Unternehmen ausführen möchte mithilfe drei unterschiedlicher Media Pläne skizziert. Der erste Teil des Briefings beschreibt den Markt, in dem sich das Unternehmen befindet. Dies ist wichtig um einen grundlegende Idee zu erhalten, wie sich Markt und Umgebung ent-wickelt haben. Im vorliegenden Fall ist dies entsprechend dem Biermarkt, vornehmend in Deutschland. Ziel ist herauszustellen, welche Entwicklung der Gesamtmarkt in den letzten Jahren genommen hat, in welche Segmente sich der Markt aufgliedern lässt sowie die Frage nach Substitutionsprodukten und deren Entwicklung.


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Product Details
  • ISBN-13: 9783346353832
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346353834
  • Publisher Date: 08 Apr 2021
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 50 gr


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Erstellen eines Mediaplans. Am Beispiel der Brauerei Erbacher & Söhne
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