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Möglichkeiten des Ambush-Marketings bei einer Sportgroßveranstaltung am Beispiel der UEFA EURO 08

Möglichkeiten des Ambush-Marketings bei einer Sportgroßveranstaltung am Beispiel der UEFA EURO 08

          
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About the Book

Magisterarbeit aus dem Jahr 2008 im Fachbereich Tourismus - Sonstiges, Note: 1,5, Management Center Innsbruck Internationale Fachhochschulgesellschaft mbH, Sprache: Deutsch, Abstract: Die im Juni 2008 bevorstehende UEFA EURO 08TM und das damit verbunden Gefahrenpotential im Zuge von alternativen Marketing - Aktivitäten veranlasst den Autor dazu, das Thema Ambush - Marketing in diesem Zusammenhang näher zu betrachten. Sportliche Großveranstaltungen ziehen die Aufmerksamkeit eines Millionenpublikums auf sich, so auch die UEFA EURO 08TM. Vom 7. bis 29. Juni 2008 werden Österreich und die Schweiz die Austragungsländer eines dieser Großevents sein. Die UEFA EURO 08(TM) finanziert sich durch 18 offizielle Sponsoren, durch welche die UEFA mindestens 400 Millionen Franken (etwa 255 Millionen Euro) einnehmen will. Aufgeteilt sind die Sponsoren - Pakete in verschiedene Gruppen, welche je nach Branchenzugehörigkeit, Dauer und finanzieller Umfang ihrer Sponsortätigkeit in vier Gruppen aufgeteilt sind. Aufgrund der relativ teuren Sponsorenpakete und der hohen Auflagen der UEFA bezüglich eines Sponsorships bleibt für weniger finanzkräftige, kleinere Wirtschaftstreibende nur wenig Spielraum, sich bei diesem Großereignis als Sponsor zu präsentieren und die Vorteile der Aufmerksamkeit eines Millionenpublikums zu genießen. Nicht nur aus diesem Grund versuchen einige Betriebe den Erfolg über den Weg des Ambush - Marketings zu finden. Manche Unternehmen machen sich diesbezüglich Gedanken, um auf legalem Wege die Restriktionen der UEFA zu umgehen und mit möglichst geringen Mitteleinsatz einen größtmöglichen persönlichen Marketingerfolg zu erzielen, andere wiederum gehen hier einen Schritt zu weit und begeben sich auf illegales Terrain. Die Grenze zwischen legalem und illegalem Ambush - Marketing ist nicht ganz genau gezogen und demzufolge ist der Graubereich in diesem Betätigungsfeld sehr weitläufig. Diesen Grenzbereich soll die vorliegende Arbeit auf Basis der österrichischen Rechtssprec


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Product Details
  • ISBN-13: 9783640150687
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 11 mm
  • Width: 148 mm
  • ISBN-10: 3640150686
  • Publisher Date: 03 Sep 2008
  • Height: 210 mm
  • No of Pages: 192
  • Series Title: German
  • Weight: 258 gr


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Möglichkeiten des Ambush-Marketings bei einer Sportgroßveranstaltung am Beispiel der UEFA EURO 08
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