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Markenkommunikation mit Testimonials: Prominente in der Werbung

Markenkommunikation mit Testimonials: Prominente in der Werbung

          
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About the Book

Inhaltsangabe: Einleitung: Verona Feldbusch „blubbt", Boris Becker ist „drin" und Thomas Gottschalk nascht Gummibärchen. Immer öfter begegnen einem bekannte Gesichter in Werbespots, Printanzeigen oder auf Plakaten. Manchmal wirbt ein Prominenter sogar für mehrere Marken. Werbung mit Prominenten hat am Gesamtvolumen der Werbewirtschaft einen Anteil von ca. zehn Prozent und gewinnt zunehmend an Bedeutung. Dem Beispiel der USA folgend, in denen fast ein Viertel aller Werbespots mit Prominenten wirbt, setzt auch die deutsche Industrie in verstärktem Maße auf Prominente in der Markenkommunikation. Prognosen gehen für 2003 für Deutschland von einem Werbeumsatz von 22,5 Milliarden Euro aus. Müsste man alle Werbespots hintereinander anschauen, wäre man mehr als 75 Jahre damit beschäftigt. Die vorliegende Arbeit beschäftigt sich mit dem Phänomen „Markenkommunikation mit Testimonials - Prominente in der Werbung". Sie ist in drei Abschnitte unterteilt, auf die eine Zusammenfassung und ein Fazit folgen. Im ersten Teil „Markenkommunikation" wird erklärt, was eine Marke ist, was sie ausmacht und was man sich unter Markenkommunikation vorzustellen hat. Der zweite Abschnitt geht näher auf die Werbung an sich ein, sucht dabei nach einer Definition und wird die Basis für den letzten großen Abschnitt „Prominente in der Werbung" legen. Der letzte Teil gibt einen Überblick über die historische Entwicklung der Prominentenwerbung, wird erklären, was jemanden prominent macht und warum Celebrities, wie prominente Testimonials auch genannt werden, so gern eingesetzt werden. Anhand eines Praxisbeispiels wird die Auswahl eines geeigneten Testimonials verdeutlicht, um abschließend die eigentliche Effektivität und die Gefahren der Prominentenwerbung darzulegen. Um das Feld der Prominenten ein wenig einzuschränken, werden überwiegend Beispiele mit nationalen Testimonials herangezogen. Inhaltsverzeichnis: Inhaltsverzeichnis: INHALTSVERZEICHNISI ABBILDUNGSVERZEICHNISIII ABKÜRZUNGSVERZEICHNI


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Product Details
  • ISBN-13: 9783838663999
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 177 gr
  • ISBN-10: 3838663993
  • Publisher Date: 05 Feb 2003
  • Height: 210 mm
  • No of Pages: 126
  • Series Title: German
  • Sub Title: Prominente in der Werbung
  • Width: 148 mm


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Markenkommunikation mit Testimonials: Prominente in der Werbung
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