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Sportsponsoring: Status und Perspektiven in der Werbewirkungsforschung

Sportsponsoring: Status und Perspektiven in der Werbewirkungsforschung

          
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About the Book

Inhaltsangabe: Inhaltsverzeichnis: Inhaltsverzeichnis: I.INHALTSVERZEICHNISIV II.ABBILDUNGSVERZEICHNISVI 1.EINLEITUNG1 1.1Einführung in das Thema1 1.2Ziel und Aufbau der Arbeit8 2.SPONSORING IM KOMMUNIKATIONS-MIX VON UNTERNEHMEN 11 3.SPORT-SPONSORING15 3.1Charakterisierung16 3.2Ziele der Sponsoren im Sportsponsoring17 3.3Erscheinungsformen des Sponsoring im Sport20 3.3.1Sponsoring von Einzelsportlern20 3.3.2Sponsoring von Vereinsmannschaften21 3.3.3Verbands-Sponsoring22 3.3.4Trikotwerbung23 3.3.5Bandenwerbung / GetUps24 3.3.6Rasen- und Tornetzwerbung26 3.3.7Ausrüstungswerbung27 3.3.8Titel-Sponsoring von Sportveranstaltungen27 3.3.9Stadion-Sponsoring28 3.3.10Vereinsnamen-Sponsoring29 4.TV-WERBUNG UND DIE NEUEN MEDIEN31 4.1Programm-Sponsoring31 4.2Sport-Sponsoring und die Neuen Medien33 4.2.1Sport-Sponsoring und das digitale Fernsehen33 4.2.2Sport-Sponsoring und virtuelle Bandenwerbung37 4.2.3Sport-Sponsoring und das Internet38 5.WIRKUNGEN VON SPONSORING40 5.1Grundlagen der Werbewirkungsforschung im Sponsoring40 5.1.1Aufgaben der Wirkungsforschung im Sponsoring 40 5.1.2Bedeutung der Wirkungsforschung für das Sponsoring-Management42 5.2Sponsoring-Wirkungsforschung in der Theorie44 5.2.1Die AIDA-Regel45 5.2.2Das SOR-Modell46 5.2.3Das Modell der Wirkungspfade49 5.3Sponsoring-Wirkungsforschung in der Praxis55 5.3.1Probleme der Wirkungsmessung in der Praxis55 5.3.2Angewendete Verfahren der Wirkungsmessung im Sponsoring56 5.3.2.1Verfahren zur Messung der Wahrnehmung56 5.3.2.2Verfahren zur Messung der Erinnerungswirkung59 5.3.2.3Verfahren zur Messung von Einstellungs- bzw. Imageänderungen64 5.3.3Studien zum Verarbeiten und Verstehen von Sponsoring65 5.3.4Gegenstand der Untersuchungen in der Praxis69 5.3.5Quantitative Bewertungsmodelle im Sport-Sponsoring73 5.3.6Institutionelle Einrichtungen der Sponsoring Wirkungsforschung75 5.4Erkenntnisse über die Wirkung des Sponsoring78 5.4.1Wirkungsbedingungen79 5.4.2Erkenntnisse zur Wahrneh


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Product Details
  • ISBN-13: 9783838634104
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 172 gr
  • ISBN-10: 3838634101
  • Publisher Date: 02 May 2001
  • Height: 210 mm
  • No of Pages: 124
  • Series Title: German
  • Sub Title: Status und Perspektiven in der Werbewirkungsforschung
  • Width: 148 mm


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