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unternehmensbezogene Wirkung und Eignung von Product Placement in Kinofilmen

unternehmensbezogene Wirkung und Eignung von Product Placement in Kinofilmen

          
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About the Book

Bachelorarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Hochschule für angewandte Wissenschaften Würzburg-Schweinfurt, Sprache: Deutsch, Abstract: Täglich ist man einer Vielzahl an Werbeaktivitäten ausgesetzt. Unternehmen möchten in teilweise bereits lange bestehenden Märkten ihre Bekanntheit steigern, ihr Image stärken und ihren Absatz fördern. Die Anzahl der gezeigten Werbespots in Deutschland sowie ihre Dauer nimmt zu diesem Zwecke weiter zu. Als Konsument reagiert man auf diese klassische Werbung mit Vermeidungsverhalten. Zunehmende Digitalisierung und verändertes Mediennutzungsverhalten vereinfachen dies und zwingen Unternehmen, nach neuen Informations- und Kommunikationskanälen und Lösungen zu suchen, die subtil auf den Rezipienten einwirken und daher auf eine minder ablehnende Haltung stoßen. Um ebendies zu erreichen, ist im Kontext von Film und Fernsehen der Begriff "Product Placement" häufig präsent. Dieser vereint heute eine Vielzahl an verschiedenen Ausprägungsformen und Einsatzmöglichkeiten. Auch in die Mediengattungen Bücher, Videospiele oder Musik hat dieses Marketinginstrument Einzug erhalten. Kinoproduktionen gelten jedoch als der klassische Einsatzbereich. Allein im Jahre 2012 wurden zu diesem Zwecke weltweit 8,25 Milliarden US-Dollar umgesetzt. Konzentriert man sich beim Betrachten von Filmen auf die platzierten Marken, findet man meist solche mit weltweiter Bekanntheit, die auf diese Weise ein globales Publikum erreichen. All diese Marken treten in den verschiedensten Ausprägungsformen des Product Placement auf. Mal sind sie mehr, mal weniger präsent, mal werden sie visuell präsentiert, mal im Dialog erwähnt, mal erfolgt eine Kombination aus beidem. Nahezu immer treten sie dabei an der Seite von vielen weiteren Markenobjekten auf. Allein im Film "James Bond 007 - Spectre" teilen sich 17 verschiedene Marken die Filmlaufzeit von knapp zweieinhalb Stunden. Daraus leitet sich die Frage ab, ob und inwie


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Product Details
  • ISBN-13: 9783668382961
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3668382964
  • Publisher Date: 19 Jan 2017
  • Height: 210 mm
  • No of Pages: 62
  • Series Title: German
  • Weight: 95 gr


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unternehmensbezogene Wirkung und Eignung von Product Placement in Kinofilmen
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