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Werbung und PR als Instrumente der Marketingkommunikation: Ein Kritischer Vergleich Von Wirkung Und Eignung

Werbung und PR als Instrumente der Marketingkommunikation: Ein Kritischer Vergleich Von Wirkung Und Eignung

          
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About the Book

Einige neuere Publikationen stellen die Wirkungsweise und Zweckmäßigkeit von klassischer Werbung aufgrund der steigenden Informationsüberflutung in Frage und betonen die Vorteile der Public Relations (PR). Ob dieser Standpunkt gerechtfertigt ist, wird im vorliegenden Buch diskutiert. Zu diesem Zweck werden die Wirkung und Eignung von Werbung und PR kritisch miteinander verglichen. Um sich der Problemstellung detaillierter zu widmen, werden die Begriffe einleitend genauer bestimmt. Außerdem wird erläutert, dass diverse Zwischenformen, wie z. B. Advertorials oder Infomercials, versuchen die Vorteile von klassischer Werbung und Publicity zu verbinden. Es werden zwei Dual-Prozesstheorien vorgestellt, um die theoretischen Grundlagen kommunikativer Botschaften zu vermitteln. Dabei wird sowohl auf das Elaboration-Likelihood Model (ELM) als auch auf das Heuristic-Systematic Model (HSM) zurückgegriffen. Außerdem werden die verschiedene Vor- und Nachteile von Werbung und PR (insbesondere Publicity) erläutert, wobei das Motivation - Ability - Opportunity (M-A-O) Modell als Rahmen dient. Einige zentrale empirische Studien werden anschließend vorgestellt und diskutiert. Um das Thema abzurunden, werden abschließend acht Arbeiten vorgestellt, die sich mit der Zusammenwirkung von Werbung und PR beschäftigen. Eine Zusammenfassung der Ergebnisse aus dem analytischen Teil bildet zusammen mit den Resultaten aus den zentralen empirischen Untersuchungen das Fazit, in dem abschließend auch die konkreten Fragen der Zielsetzung beantwortet werden.
About the Author: Janina Maria Koch wurde 1983 in Berlin geboren. Ihr Studium der Betriebswissenschaften an der Freien Universität Berlin schloss sie 2008 mit dem Grad der Diplomkauffrau ab. Akademische Schwerpunkte setzte die Autorin in den Bereichen Marketing, Organisation und Führung sowie Wirtschaftspsychologie. Bereits während des Studiums entwickelte Janina M. Koch ein Interesse für die Instrumente Werbung und Public Relations als auch deren Zusammenwirken. Auch nach dem Hochschulstudium verfolgt die Autorin ihre Interessen der Marketingkommunikation und arbeitet in diesem Bereich in der freien Wirtschaft.


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Product Details
  • ISBN-13: 9783836681445
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 181 gr
  • ISBN-10: 3836681447
  • Publisher Date: 11 Dec 2009
  • Height: 254 mm
  • No of Pages: 96
  • Series Title: German
  • Sub Title: Ein Kritischer Vergleich Von Wirkung Und Eignung
  • Width: 178 mm


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