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Über das Zusammenwirken der Wahl des Models, des Produkttyps und des Herkunftslandes des Produktes bei der Testimonialwerbung

Über das Zusammenwirken der Wahl des Models, des Produkttyps und des Herkunftslandes des Produktes bei der Testimonialwerbung

          
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About the Book

Studienarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Universität Augsburg, Sprache: Deutsch, Abstract: Im Rahmen der vorliegenden Arbeit und der darin enthaltenen empirischen Studie wird untersucht, welchen Einfluss die Wahl des Testimonials auf die Einstellung des Betrachters hinsichtlich der Anzeige und des beworbenen Produkts hat. Das entscheidende Kriterium ist diesbezüglich die Nationalität des Models in Kombination mit anderen Elementen der Anzeige, wie etwa dem Herkunftsland des Produktes und dem Produkttyp. Genauer gesagt ist von Interesse, unter welchen Bedingungen die Herkunft des Testimonials lokal anzupassen ist oder nicht. Darüber hinaus ist zu untersuchen, ob auch die Nationalität des Betrachters der Anzeige im Zusammenhang mit der Nationalität des Models und dem Typ des Produktes einen Einfluss auf die Wirkung der Anzeige ausübt. Weiterhin sind die oben genannten Zusammenhänge bezüglich der Nationalität des Models, des Herkunftslands des Produktes und des Produkttyps auch noch im Zusammenhang mit der Anzahl der Testimonials zu erforschen. Ein weiterer Aspekt hinsichtlich der Wahl des Models für eine Anzeigenwerbung ist die Prominenz des Models. Existiert ein Unterschied in der Werbewirkung bei der Verwendung von prominenten und nicht-prominenten Kommunikatoren? Wenn ein Unterschied existiert, ist weiterführend danach zu fragen, unter welchen Gesichtspunkten der Einsatz eines prominenten Models sinnvoll ist und unter welchen nicht.


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Product Details
  • ISBN-13: 9783638927512
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3638927512
  • Publisher Date: 01 Apr 2008
  • Height: 210 mm
  • No of Pages: 92
  • Series Title: German
  • Weight: 132 gr


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