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TV-Werbespots der Produktgruppe Sekt im Kontext ihrer markenspezifischen Kampagnenstrategien

TV-Werbespots der Produktgruppe Sekt im Kontext ihrer markenspezifischen Kampagnenstrategien

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,7, Universität Passau (Lehrstuhl für Neuere Deutsche Literaturwissenschaft), Veranstaltung: Produkte als Botschaften - der Werbespot, Sprache: Deutsch, Abstract: Werbung ist in der heutigen Gesellschaft allgegenwärtig.Das Produktportfolio aus dem wir wählen können erhöht sich ständig. Werbung, die Produkte lediglich als Mittel zur schlichten Befriedigung von physiologischen Grundbedürfnissen präsentiert, könnte sich auf dem konsolidierenden Markt nur unzureichend behaupten. Produkte werden daher zunehmend mit abstrakten Mehrwerten angereichert, um sie im Zuge ökonomischen Kalküls zu uniquen Objekten zu machen, die Bedürfnisse erfüllen, die über die schlichten biologischen Grundbedürfnisse hinausgehen . Man gibt sich zunehmend dem Besonderen hin, dem Unfunktionalen das einer ganz eigenen Logik folgt, der, Logique du plaisir'' . Das heißt aber auch, dass Produkte sich heute immer mehr von anerkannten Lebensnot-wendigkeiten entfernen und mehr und mehr exemplarisch die Steigerung in das Besondere verkörpern müssen, um am Markt erfolgreich zu sein . Da gerade Sekt sozusagen als Prototyp des Besonderen gelten darf, eignet sich jene Produktgruppe besonders gut, um sie einer detaillierten Analyse zu unterziehen. Zudem wird der Einfluss des Produktes Sekt in Deutschland immer wieder unterschätzt, obwohl Deutschland als der weltweit größte Schaumweinmarkt gilt, und deutsche Verbraucher derzeit knapp ein Viertel der weltweiten Schaumweinproduktion konsumieren . Aufgrund der -2- Markenvielfalt galt es für eine spezifischere Analyse zunächst eine Auswahl der Sekthersteller zu treffen, wobei die Orientierung an den Absatzzahlen als Selektions-kriterium für die drei untersuchten deutschen Sektmarken Mumm, Jules Mumm und Rotkäppchen fungierte. Mit Freixenet als alternativen Gegenpol sollte ein ausländischer Sekthersteller mit externen Wurzeln die A


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Product Details
  • ISBN-13: 9783640853830
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3640853830
  • Publisher Date: 09 Mar 2011
  • Height: 210 mm
  • No of Pages: 44
  • Series Title: German
  • Weight: 68 gr


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