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Stars im Einsatz für die Marke: Chancen und Risiken von Celebrity Werbung

Stars im Einsatz für die Marke: Chancen und Risiken von Celebrity Werbung

          
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About the Book

Die vorliegende Arbeit beschäftigt sich mit dem Konstrukt der Marke, das auf gesättigten Märkten und der vorherrschenden Produktvielfalt oftmals den entscheidenden Wettbewerbsvorteil darstellt. Im engeren Sinne wird diskutiert, wie sich der Einsatz von Prominenten auf die Werbewirkung von Produkt- und Dienstleistungsmarken auswirkt. Anfänglich wird die Rolle der Marke in der heutigen Konsumwelt erläutert, bevor die Chancen und Möglichkeiten von Celebrity Werbung dargestellt werden. Diese sehen Marketingentscheider vor allem in der Steigerung von Markenbekanntheit und -erinnerung, als auch im Imagetransfer zwischen Celebrity und Marke. Mit dieser Werbeform geht jedoch auch ein hohes Risikopotential einher, etwa bei der Wahl des falschen Prominenten. Handlungsempfehlungen für eine effiziente Celebrity Werbung stellen den Abschluss der Arbeit dar und sollen Marketingentscheidern im Entscheidungsprozess unterstützen.


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Product Details
  • ISBN-13: 9783956843914
  • Publisher: Bachelor + Master Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 95 gr
  • ISBN-10: 3956843916
  • Publisher Date: 24 Apr 2014
  • Height: 210 mm
  • No of Pages: 72
  • Series Title: German
  • Sub Title: Chancen und Risiken von Celebrity Werbung
  • Width: 148 mm


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