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Werbewirkung im Intermediavergleich: Studie zum Vergleich der Werbewirkung eines audiovisuellen Imagefilms und einer klassischen Imagebroschüre

Werbewirkung im Intermediavergleich: Studie zum Vergleich der Werbewirkung eines audiovisuellen Imagefilms und einer klassischen Imagebroschüre

          
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About the Book

Inhaltsangabe: Problemstellung: Ein Strom von Untersuchungen beschäftigt sich mit dem Vergleich der Werbewirkung unterschiedlicher Medien. Sucht man jedoch nach Studien, die die Werbewirkung eines Imagefilms untersuchen, wird man nicht fündig. Auch in der Literatur wird das Medium Imagefilm kaum behandelt und meist sogar nicht einmal erwähnt. Ziel unserer Diplomarbeit ist die Untersuchung der unterschiedlichen Werbewirkung eines audiovisuellen Imagefilms und eines klassischen Printmediums. Anlass zu unserem Experiment gab uns die Firma referenz film Fernsehproduktion GmbH aus Würzburg, deren Kerngeschäft die Produktion kundenspezifischer Imagefilme beinhaltet. Die Ergebnisse unserer Untersuchung sollen der Firma dazu dienen, den Kunden die Vorteile eines Imagefilms als Bestandteil der B-to-B-Kommunikation zu präsentieren. Mit dem Einstieg der Firma in den asiatischen Markt bot es sich an, unser Experiment ebenfalls in China durchzuführen, um auch dort die Werbewirkung der beiden Medien zu untersuchen. Somit soll sowohl in Deutschland als auch in China folgende Vermutung überprüft werden: Die Werbewirkung eines Imagemediums hängt von dem jeweiligen verwendeten Medium ab. Der Imagefilm besitzt durch seinen audiovisuellen Charakter eine bessere Werbewirkung als das klassische Printmedium Imagebroschüre. Diese These konnte in der Realität auch größtenteils so bestätigt werden. Bei den meisten Indikatoren für die Werbewirkung konnte in unserer Untersuchung in den beiden Ländern tendenziell ein besseres Abschneiden des Imagefilms festgestellt werden. Allerdings gibt es auch Fragestellungen, bei denen die klassische Imagebroschüre in unserer Untersuchung besser bewertet wurde als der Imagefilm. Inhaltsverzeichnis: Inhaltsverzeichnis: ABBILDUNGSVERZEICHNIS8 TABELLENVERZEICHNIS11 ABKÜRZUNGSVERZEICHNIS14 1.ZIELSETZUNG DER ARBEIT15 2.VORSTELLUNG DER REFERENZ FILM FERNSEHPRODUKTION GMBH16 3.DER IMAGEFILM18 3.1BEGRIFFSBESTIMMUNG18 3.1.1ABGRENZUNG ZUM WERBEFILM19


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Product Details
  • ISBN-13: 9783838694856
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 18 mm
  • Weight: 412 gr
  • ISBN-10: 3838694856
  • Publisher Date: 30 Mar 2006
  • Height: 210 mm
  • No of Pages: 312
  • Series Title: German
  • Sub Title: Studie zum Vergleich der Werbewirkung eines audiovisuellen Imagefilms und einer klassischen Imagebroschüre
  • Width: 148 mm


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Werbewirkung im Intermediavergleich: Studie zum Vergleich der Werbewirkung eines audiovisuellen Imagefilms und einer klassischen Imagebroschüre
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