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Radiowerbung. Geht ins Ohr. Bleibt im Kopf? - Eine Arbeit zum Wirkungspotential der Radiowerbung

Radiowerbung. Geht ins Ohr. Bleibt im Kopf? - Eine Arbeit zum Wirkungspotential der Radiowerbung

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Rundfunk und Unterhaltung, Note: 2,0, Westfälische Wilhelms-Universität Münster (IfK), Veranstaltung: Werbewirkungsforschung, Sprache: Deutsch, Abstract: Ab dem 15. Januar 2007 erklang ständig, schon fast penetrant, folgende Aussage in den Radios der Bundesrepublik: "Radio. Geht ins Ohr. Bleibt im Kopf." Doch wie verhält es sich hierbei mit dem marketingorientierten Bestandteil des Radios, der Werbung? Wirkt Radiowerbung überhaupt bei den Zuhörern und leistet Radio einen (eigenständigen) Beitrag zur Absatzsteigerung von Unternehmen? Offen-sichtlich ist das Radio auch noch heute, in dem sich rasch entwickelnden multi-medialen Zeitalter, eines der Medien mit der stärksten Reichweite. Denkt man jedoch an Werbung, so wird der Gedanke intuitiv auf die Fernsehspots gelenkt. - Hörfunkspots gehen im immer größer werdenden Repertoire an möglichen Wer-beformen unter. Generell wird Radiowerbung und vor allem das Wirkungspoten-tial des Hörfunkspots in der Forschung nur peripher oder gar nicht untersucht. Daher soll die folgende Arbeit einen Überblick geben über die bisher gesammel-ten Befunde zur Effizienz radiovermittelter Werbemaßnahmen. Lediglich Exem-plarisch sollen Fragen zur methodischen Erforschung der Radiowerbewirkung und zu potentiellen Einflussfaktoren der Wirkung von Hörfunkwerbung geklärt wer-den. Besonderer Schwerpunkt der Arbeit soll es sein, die Vorzüge, aber auch die Nachteile der Radiowerbung zu identifizieren. Ziel der folgenden Pro- und Contra-Analyse soll es letztlich sein, ein Resümee über das Wirkpotential der Werbung im Radio zu ziehen und einen zukunftsorientierten Ausblick zu liefern.


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Product Details
  • ISBN-13: 9783656141044
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 140 mm
  • ISBN-10: 3656141045
  • Publisher Date: 27 Feb 2012
  • Height: 216 mm
  • No of Pages: 40
  • Series Title: German
  • Weight: 41 gr


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