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Eventanalyse der Vorstellung neuer iPhones. Eventart, Partizipation und Dramaturgie

Eventanalyse der Vorstellung neuer iPhones. Eventart, Partizipation und Dramaturgie

          
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About the Book

Projektarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Sprache: Deutsch, Abstract: Die folgende Analyse beschäftigt sich mit der sogenannten Keynote-Präsentation des US Konzerns Apple Inc. zur Vorstellung der iPhone 5S und 5C im Jahr 2013. Am 10. September um 19 Uhr deutscher Zeit präsentierte Apple unter dem Slogan "This Should Brighten Everyone's Day" vor allem die lang erwarteten neuen iPhone-Modelle ebenso wie das neue Betriebssystem iOS7. Der Veranstaltungsort der Keynote war der Konzernsitz in Cupertino - Kalifornien - USA, zu dem nur ausgewählte Medienvertreter eingeladen wurden. Für weitere Außenstehende gab es erst im Nachhinein eine Aufnahme der Präsentation auf der Event-Webseite des Unternehmens. Zusätzlich gab es eine Übertragung in den deutschen Apple-Store Berlin. Tim Cook, seit 2011 CEO des Unternehmens, führte die Keynote wie auch schon bei vorangegangen Veranstaltungen. Die Präsentationen des Unternehmens werden von Apple-Anhängern aber auch Medienvertretern aufgrund der Exklusivität stets mit Neugier, Vorfreude und genereller Spannung erwartet. Die tatsächlichen Präsentationen werden von starker nichtunternehmensgesteuerter Kommunikation vor, während und nach der Keynote begleitet und haben Folgen für den wirtschaftlichen Erfolg und das Image des Unternehmens. Zu einer solchen Kommunikation gehören Fotos und Kommentare auf bekannten Social Media Seiten, sowie Live-Ticker durch Medienvertreter vor Ort. Die nachfolgende Analyse der Keynote-Präsentation als Event fokussiert vor allem die Aspekte der Eventplanung und ihre Auswirkungen auf das Produktmarketing, sowie das allgemeine Unternehmensimage. Weitere Bereiche sind die Eventdramaturgie, Partizipation und allgemeine Schlussfolgerungen über das umgesetzte Eventmanagement inklusive möglicher Handlungsempfehlungen. Es wird über die Analyse hinausgehend auch Bezug auf den Eventverlauf genommen. Die dazugehörige Quelle ist di


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Product Details
  • ISBN-13: 9783668228658
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668228655
  • Publisher Date: 13 Sep 2016
  • Height: 210 mm
  • No of Pages: 24
  • Series Title: German
  • Weight: 45 gr


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