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Geschickt platziert: Product Placement als Werbeform

Geschickt platziert: Product Placement als Werbeform

          
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About the Book

Ziel dieser Arbeit ist es, die Werbeform Product Placement mit seinen verschiedenen Strategien sowie Vor- und Nachteilen näher zu erklären. Nach einer kurzen Erläuterung der Definitionen und Grundlagen werden im theoretischen Teil der Arbeit die Motive für den Einsatz von Product Placement sowie die Ziele von Product Placement dargestellt. Des Weiteren wird der Frage nachgegangen, wie sich diese Form der Werbung auf die RezipientInnen auswirkt. Die "Sex and the City"-Filme, die nach dem Serien-Ende produziert wurden, dienen als konkretes Beispiel. Im empirischen Teil dieser Arbeit wird anhand eines Experiments geklärt, ob es einen Zusammenhang zwischen der Platzierungsart von Product Placement und der Wahrnehmung der Zuschauerinnen gibt, wie die Aufmerksamkeit der Zuschauerinnen mit der Wahrnehmung von Product Placement zusammen hängt sowie welchen Einfluss das Produktinvolvement auf die Produktwahrnehmung hat. Dafür wurden Probandinnen (zwischen 18 und 30 Jahren) Szenen aus den "Sex and the City"-Filmen gezeigt und anschließend dazu befragt.
About the Author: Danielle Sprengnagel, Bakk. phil., wurde 1989 in St. Polten geboren. Ihr Studium der Publizistik- und Kommunikationswissenschaft an der Universitat Wien schloss die Autorin 2013 mit dem akademischen Grad der Bakkalaurea der Philosophie erfolgreich ab. Seit Oktober 2013 befindet sich Sprengnagel im Magisterstudium der Publizistik- und Kommunikationswissenschaft. Bereits wahrend des Studiums sammelte die Autorin umfassende praktische Erfahrung in der Medien-Branche.


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Product Details
  • ISBN-13: 9783956841279
  • Publisher: Bachelor + Master Publishing
  • Publisher Imprint: Bachelor + Master Publishing
  • Height: 254 mm
  • No of Pages: 66
  • Series Title: German
  • Sub Title: Product Placement als Werbeform
  • Width: 178 mm
  • ISBN-10: 3956841271
  • Publisher Date: 14 Jan 2014
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 131 gr


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