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Zielgruppen und Markencharakter von Zeitschriften: Eine Untersuchung von "Burda Moden"

Zielgruppen und Markencharakter von Zeitschriften: Eine Untersuchung von "Burda Moden"

          
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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Otto-Friedrich-Universität Bamberg, Veranstaltung: HS: Zeitungen und Zeitschriften als Marken, Sprache: Deutsch, Abstract: Mit der Frage nach der Bedeutung von Zielgruppen für den Erfolg und insbesondere für den Markencharakter von Zeitschriften setzt sich die vorliegende Seminararbeit am Beispiel des Burda Modemagazins auseinander. Warum diese Zeitschrift? Zum einen, weil Burda Moden, der Vorläufer, bereits 1949 gegründet wurde und damit Aussagen über einen Zeitraum von beinahe 60 Jahre möglich sind. Zum anderen, weil sich das Burda Modemagazin seit Ende der 1980er Jahre kontinuierlich mit Zielgruppenverlusten konfrontiert sieht und sich dadurch bestens zur Untersuchung der der Arbeit zugrunde liegenden Fragestellung eignet. In einem ersten Teil sollen zunächst zentrale Begriffe, Modelle und Probleme der Zielgruppenforschung auf dem Pressemarkt vorgestellt werden. Dabei werden folgende Fragen beantwortet: Welche Bedeutung haben Zielgruppenanalysen für die Marketing- und Medienforschung? Wie kann der Begriff Zielgruppe definiert werden? Welche Modelle werden zur Zielgruppenbestimmung angewandt? Der zweite, weitaus umfangreichere Teil setzt sich mit der Zeitschrift Burda Moden unter unterschiedlichen Perspektiven auseinander. Bevor es um die eigentliche Fragestellung der Bedeutung von Zielgruppen geht, werden zentrale Daten und Fakten des Burda Modemagazins heute sowie der Zeitschrift Burda Moden bis in die 1990er Jahre gegeben. Diese Kapitel sind deshalb relevant, weil sie einen ersten Einblick in die Erfolgsgeschichte einerseits sowie in die heutige Situation andererseits ermöglichen und damit den notwendigen Hintergrund für ein Verständnis der Zielgruppenproblematik liefern, die im anschließenden Kapitel zur Sprache kommt. Dabei soll insbesondere gezeigt werden, mit welchen Konzepten und wie erfolgreich Burda Moden dem Zielgrup


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Product Details
  • ISBN-13: 9783640146024
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 91 gr
  • ISBN-10: 3640146026
  • Publisher Date: 28 Aug 2008
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Sub Title: Eine Untersuchung von "Burda Moden"
  • Width: 148 mm


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