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Product Placement im Fernsehen: Wesen und Wirkung einer wiedergeborenen Werbeform

Product Placement im Fernsehen: Wesen und Wirkung einer wiedergeborenen Werbeform

          
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About the Book

Magisterarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Universität Trier (Fachbereich II: Sprach-, Literatur- und Medienwissenschaften), Sprache: Deutsch, Abstract: Werbung und Programm - grundsätzlich stellen diese zwei Kategorien von Medieninhalt zwei getrennte, ja entgegengesetzte, Bereiche dar, deren Vermischung in Deutschland bis vor kurzem weitgehend verboten war. Durch die Umsetzung einer EU-Richtlinie ins deutsche Recht ist es seit dem 01.04.2010 zumindest den privaten Rundfunkanstalten erlaubt, Produkte im eigenen Programm gegen Entgelt zu platzieren. Der 13. RÄStV legalisiert somit mit Einschränkungen eine Sonderwerbeform, die auch früher im deutschen Fernsehen unter dem Tisch betrieben wurde, während sie beispielsweise in den USA seit langem Gang und Gäbe ist. Das Forschungsinteresse an der Werbeform Product Placement bezieht sich einerseits auf ihre Erinnerungswirkungen, andererseits auf ihre Einstellungs- bzw. Verhaltenswirkungen auf den Rezipienten, wobei erstere in deutlich mehr Studien untersucht und bestätigt worden sind. Da Product Placement im Gegensatz zur klassischen, als Werbeblock separierten, Werbung im Programm selbst integriert ist, weist es in der Regel niedrigere Erinnerungswerte auf. Im einzelnen hängt die Erinnerungsleistung von der Gestaltung des Placements, dem Placement-Umfeld, dem platzierten Produkt und den Rezipientenmerkmalen ab. Viel interessanter für die Werbetreibenden und damit für die Arbeit sind jedoch die Einstellungsveränderungen, die durch Product Placement zu bewirken sind. Zum einen soll hier überprüft werden, wie das Verhältnis zwischen beiden Effekten ausfällt. Während ältere Studien eine gewisse Erinnerung an das Placement für eine Einstellungsveränderung voraussetzen, stellen aktuellere Untersuchungen fest, dass Markenpräferenzen auch ohne bewusste Erinnerung verbessert werden können (Konditionierung, Mere-Exposure-Effekt). Von Inte


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Product Details
  • ISBN-13: 9783640845354
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 154 gr
  • ISBN-10: 3640845358
  • Publisher Date: 04 Mar 2011
  • Height: 210 mm
  • No of Pages: 112
  • Series Title: German
  • Sub Title: Wesen und Wirkung einer wiedergeborenen Werbeform
  • Width: 148 mm


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Product Placement im Fernsehen: Wesen und Wirkung einer wiedergeborenen Werbeform
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