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Messung der Werbeeffizienz: Eine Untersuchung am Beispiel des ICE-Sprinters Berlin-Frankfurt am Main

Messung der Werbeeffizienz: Eine Untersuchung am Beispiel des ICE-Sprinters Berlin-Frankfurt am Main

          
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About the Book

Inhaltsangabe: Einleitung: Das Ziel aller Werbungstreibenden ist der Verkauf eines bestimmten Produktes. Doch wie lässt sich dieser Erfolg nachweisen. Das Ziel meiner Arbeit ist es, Wege aufzuzeigen, wie Werbeeffizienz gemessen werden kann. Um derartige Kontrollen durchzuführen, muss geklärt werden, welche Vorgänge sich bei den Konsumenten abspielen. Erst wenn diese bekannt sind, kann die Forschung Methoden entwickeln, mit denen Erfolge messbar sind. Es gibt eine Reihe von Verfahren, die außerökonomische und teils rein ökonomische Erfolge messen können. Ob diese aber nicht doch auch auf andere Faktoren zurückzuführen sind, bleibt offen. Die Controlling-Abteilung der DB Reise&Touristik AG stand diesem Problem ebenfalls gegenüber. Auf ihre Initiative hin entstand die Idee, Lösungsmöglichkeiten im Sektor Werbeeffizienzmessung aufzuzeigen. Es ist für die DB Reise &Touristik AG erforderlich zu sehen, wie effizient die einzelnen Kommunikationsmaßnahmen, insbesondere die Werbekampagnen sind. Hier stellt sich die Frage, welche Kampagne sich für die Messung der Werbeeffizienz anbietet, da das gesamte Repertoire den Rahmen sprengen würde. Es boten sich die Sprinterkampagnen für die Relation Berlin - Frankfurt am Main als Untersuchungsobjekt an, da der Zug ohne Halt durchfährt. Zum einen wurden für diese Relation spezielle Kampagnen geschaltet; zum anderen konnte hier die Zahl der Reisenden sicher festgestellt werden. Gang der Untersuchung: Ich möchte exemplarisch am ICE-Sprinter aufzeigen, dass die Messung der Werbeeffizienz sinnvoll ist und die Ergebnisse, unter Berücksichtigung verschiedener Marketing-Mix-Instrumente, speziell für diese Kampagne abschließend präsentieren. Im ersten Teil stelle ich daher nach einer Kurzbeschreibung des Unternehmens DB Reise&Touristik AG den Marketing-Mix von DB Reise&Touristik AG vor, wobei ich auf die zu Beginn jedes Punktes beschriebenen theoretischen Grundlagen aufbaue. Die beiden ICE-Sprinter-Kampagnen klammere ich an dieser Stelle


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Product Details
  • ISBN-13: 9783838630151
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Weight: 177 gr
  • ISBN-10: 3838630157
  • Publisher Date: 21 Jan 2001
  • Height: 210 mm
  • No of Pages: 126
  • Series Title: German
  • Sub Title: Eine Untersuchung am Beispiel des ICE-Sprinters Berlin-Frankfurt am Main
  • Width: 148 mm


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