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Testimonialwerbung. Prominente erobern die Werbewelt

Testimonialwerbung. Prominente erobern die Werbewelt

          
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About the Book

Studienarbeit aus dem Jahr 2006 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Sprache: Deutsch, Abstract: In meiner Arbeit möchte ich aber auch darauf eingehen, inwieweit man heutzutage schon als prominent gilt. Menschen werden gerade aus dem sogenannten TV-Knast, der "Big Brother-Show" entlassen oder verlassen nach der gescheiterten Darbietung der "Superstar-Show" auf RTL die gemeinsame Villa, in der vorher Hoffnungen und Wünsche gehegt wurden und fühlen sich schon prominent. Sie veröffentlichen CD ´s, Bücher oder moderieren eine Radioshow, wobei sie kaum bemerken, wie ihre gerade errungene Prominenz in weniger als der Halbwertzeit zerfällt. Aber kann man sich mit dieser Leistung schon als Leitbild und Promi betrachten? Vor allem scheint dem Einsatz von bekannten Persönlichkeiten heute keine Grenzen mehr gesetzt zu sein. Sie kommen daher nicht nur aus der Schauspielbranche und Musikindustrie, sondern auch aus der Politik. Helmut Kohl, Angela Merkel und Gerhard Schröder, sie alle waren mehr oder minder freiwillig Repräsentanten für ein Produkt. Mittlerweile beträgt der Anteil an Testimonial-Kampagnen in Deutschland 12 %. In Amerika sind in der Primetime ca. 25 % der Werbebotschaften mit Testimonials besetzt (vgl. auch www.pr-integra.com/ de/news/f_forum_am_turm/2005_testimonial.php?&doklang =deutsch (Stand: 16.03.06)). Auf den folgenden Seiten möchte ich nun einen Eindruck geben, was man unter Werbung mit Prominenten versteht und auf welchen Gebieten sie angewandt wird. Unter anderem möchte ich die Gefahren der Testimonialwerbung aufzeigen und Verfahren zur Ermittlung des richtigen Prominenten zum passenden Produkt vorstellen. Testimonialwerbung nutzt das menschliche Bedürfnis nach Leitbildern, um die angestrebten Ziele zu verwirklichen. Bekannte Persönlichkeiten werden in der Öffentlichkeit oft als Idole verehrt und als Meinungsführer angesehen. In den folgenden Abschnitten dieses Themenblocks möchte


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Product Details
  • ISBN-13: 9783638731935
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 210 mm
  • ISBN-10: 3638731936
  • Publisher Date: 05 Oct 2007
  • Height: 297 mm
  • No of Pages: 58
  • Series Title: German
  • Weight: 168 gr


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