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James Bond als Beispiel für Product Placement als Marketinginstrument

James Bond als Beispiel für Product Placement als Marketinginstrument

          
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About the Book

Studienarbeit aus dem Jahr 2015 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Hochschule der Medien Stuttgart, Sprache: Deutsch, Abstract: Die Produktion von Filmen und Serien wird immer teurer. Um die Finanzierung solcher Projekte zu ermöglichen greifen Produzenten auf ein Marketinginstrument zurück, welches die Schnittmenge zwischen Unterhaltung und Werbung bildet. Das Product Placement oder auch Produktplatzierung genannt, bietet Unternehmen die Möglichkeit eigene Produkte und Dienstleistungen in Filmen, Serien oder Musikvideos werbewirksam zu platzieren oder zu erwähnen. "Ich heiße Bond - James Bond" ist das wohl bekannteste Zitat, des von Ian Fleming erfundenen britischen Geheimagenten James Bond. Bereits seit dem ersten Kinofilm "Dr. No" im Jahr 1962 machen Unternehmen bis heute vom Product Placement gebrauch. Deshalb ist die James-Bond-Filmreihe geradezu prädestiniert, um die Entwicklung des Product Placement darzustellen. Diese Hausarbeit beschäftigt sich mit der Wirkungsweise und der Werbewirkung des Product Placement am Beispiel der bisher erschienenen James Bond Filme. Der inhaltliche Aufbau gestaltet sich wie folgt. Das zweite Kapitel widmet sich der Definition und Entwicklung des Product Placement, Abgrenzung zur Schleichwerbung, den rechtlichen Rahmenbedingungen und die Einordung in den Marketing-Mix. Außerdem werden die Ziele und verschiedene Formen des Product Placement beschrieben. Im dritten Kapitel wird die Wirkung der platzierten Produkte und Dienstleistungen untersucht. Des Weiteren werden die Kosten dieser Platzierungen dargestellt.
About the Author: 2005 - 2007 Fachhochschulreife und Technischer Kommunikationsassistent 2007 - 2010 Auszubildender Fachinformatiker - Systemintegration 2010 - 2014 IT-Administrator und Hosting-Helpdesk 2014 - 2017 Studium Werbung & Marktkommunikation


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Product Details
  • ISBN-13: 9783668049277
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Width: 178 mm
  • ISBN-10: 3668049270
  • Publisher Date: 30 Sep 2015
  • Height: 254 mm
  • No of Pages: 20
  • Series Title: German
  • Weight: 68 gr


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