Home > Society & social sciences > Society & culture: general > Lokale Werbemärkte: Empirische Untersuchungen Zum Marketing Lokaler Radios in Nordrhein-Westfalen. Projekt Der Arbeitsgemeinschaft Für Kommunikationsforschung Nrw
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Lokale Werbemärkte: Empirische Untersuchungen Zum Marketing Lokaler Radios in Nordrhein-Westfalen. Projekt Der Arbeitsgemeinschaft Für Kommunikationsforschung Nrw

Lokale Werbemärkte: Empirische Untersuchungen Zum Marketing Lokaler Radios in Nordrhein-Westfalen. Projekt Der Arbeitsgemeinschaft Für Kommunikationsforschung Nrw

          
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About the Book

Die nachfolgenden, im Auftrag der Landesanstalt für Rundfunk Nordrhein- Westfalen (LtR) durchgeführten Untersuchungen wären ohne das freund- liche Entgegenkommen der verantwortlichen Leiter und Mitarbeiter(innen) in den einzelnen lokalen Radiobetrieben nicht durchführbar gewesen. Für Geduld, Hilfsbereitschaft und das fortlaufende Interesse sei daher ausdrücklich gedankt. Die Studie ist im Austausch der Teilprojekte zustandegekommen, die durch die Arbeitsgemeinschaft für Kommunikationsforschung NRW (AfK NRW) im Rahmen ihres Gesamtaufttages abgewickelt wurden. Dabei war entscheidend die Mithilfe eines initiativreichen und motivierten Mitarbei- terstabes. Dankbar hervorgehoben sei die Hilfe durch: Andrea Ahlemeyer (Datenauswertung und Statistik), Dipl.-Joumalistin Bettina 1. Feldbaus (Text-Koordination), Maike Telgheder (Recherche und Dokumentation), Dipl.-Joumalist Bemd Weber (Projekt-Koordination). Teile der Feldarbei- ten und Vorklärungen der Marketing-Studie wurden durch Dipl.-Kauffrau Marion Kopmann erledigt. Die Endredaktion lag bei Sonja Kratzmair (Satzfertigung) sowie AI- brecht Kolthoff (Abnahme). G. G. Kopper Gerd G. Kopper Gesamtzusammenfassung der Studien Zur unternehmerischen Erfolgseinschätzung lokaler Radioanbieter: Analysen der Einnahmeseite -Fallstudien zur Entwicklung der lokalen Werbemärkte und zum Marketing Die strukturbestimmenden Werbeträger des lokalen Werbemarktes: Tageszeitungen und Anzeigenblätter ........................................................ 12 Annahme weiterer lokaler Werbeträger .................................................... 12 Erfolgseinschätzungen .............................................................................. 12 Beschränkung auf lokale Werbung ................................................... 13 Darstellung des Berechnungsverfahrens ........................................... 14 Potentialberechnung des lokalen Werbemarktes ............................... 16 Erfolgseinschätzung aufgrund von Marktausschöpfung .................... 18 Substitutionsannahmen ..................................................................... 20 Verfahren der empirischen Anreicherung von Prognosen .......................... 21 Mögliche methodische Fortentwicklung ................................................... 22 11 Die strukturbestimmenden Werbeträger des lokalen Werbemarktes: Tageszeitungen und Anzeigenblätter Der zentrale Werbeträger des lokalen Werbemarktes ist die Tageszeitung. Sie bestimmt, so läßt sich aufgrund der jetzt vorliegenden Detailuntersu- chungen erkennen, in der Regel weit mehr als vier Fünftel des lokalen Wer- beumsatzes.


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Product Details
  • ISBN-13: 9783810010513
  • Publisher: Vs Verlag Fur Sozialwissenschaften
  • Binding: Paperback
  • Height: 210 mm
  • No of Pages: 313
  • Series Title: Schriftenreihe Medienforschung Der Landesanstalt Für Medien
  • Sub Title: Empirische Untersuchungen Zum Marketing Lokaler Radios in Nordrhein-Westfalen. Projekt Der Arbeitsgemeinschaft Für Kommunikationsforschung Nrw
  • Width: 148 mm
  • ISBN-10: 3810010510
  • Publisher Date: 30 Jan 1992
  • Edition: 1993 ed.
  • Language: German
  • Returnable: N
  • Spine Width: 17 mm
  • Weight: 381 gr


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