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Kritische Analyse des Celebrity Marketings. Zielgruppendefinition und Eignung von Stars in der Werbung

Kritische Analyse des Celebrity Marketings. Zielgruppendefinition und Eignung von Stars in der Werbung

          
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About the Book

Bachelorarbeit aus dem Jahr 2016 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 2,3, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Veranstaltung: Bachelor Thesis, Sprache: Deutsch, Abstract: Ziel der Bachelorarbeit ist es, die Chancen und Risiken von Celebrity Marketing zu analysieren. Dabei gilt es auch, die Wirkung von prominenten Testimonials aus Sicht der Konsumenten zu untersuchen und Erfolgskriterien in der Unternehmenspraxis zu identifizieren. An dieser Stelle stellt sich die Frage, welche zentralen Faktoren für die Auswahl des geeigneten Prominenten ausschlaggebend sind und ob Prominente lediglich als Aufmerksamkeitsträger eingesetzt werden und demnach für beliebige Produkte effizient werben. Hierzu analysiert die vorliegende wissenschaftliche Arbeit den Stand der Forschung, inwieweit Stars für den Einsatz in der Werbung geeignet sind und welche Rolle die Zielgruppendefinition der Unternehmen dabei einnimmt. Dabei gilt es zu beantworten, wie Unternehmen ihre Zielgruppe auswählen und daraufhin ihre Werbefigur. Außerdem soll das Auswahlverfahren aus Sicht der Prominenten analysiert werden, inwie-fern und weshalb sie für eine bestimmte Marke werben sowie, ob eine Werbepartnerschaft das Image des Prominenten negativ beeinflussen kann. Zudem soll erfasst werden, welche Einsatzmöglichkeiten prominente Testimonials bieten und wie deren Einsatz die Werbewirkung beeinflusst.


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Product Details
  • ISBN-13: 9783668634091
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 116
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3668634092
  • Publisher Date: 19 Feb 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 163 gr


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