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Prominente als Markenbotschafter: Chancen, Risiken und Herausforderungen
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ISBN10: 3656603111
ISBN13: 9783656603115
Publisher: Grin Verlag
Published: Mar 4 2014
Pages: 72
Weight: 0.23
Height: 0.17 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783656603115
Publisher: Grin Verlag
Published: Mar 4 2014
Pages: 72
Weight: 0.23
Height: 0.17 Width: 5.83 Depth: 8.27
Language: German
Bachelorarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Hochschule für angewandtes Management GmbH, Sprache: Deutsch, Abstract: Prominente Gesichter in der Werbung preisen immer häufiger die verschiedensten Produkte an. Bekannte Persönlichkeiten aus jeder Branche erfreuen sich zunehmender Beliebtheit als Botschafter für Marken und Produkte. Die Werbung mit Prominenten ist inzwischen eine feste ökonomische Grö e.1 Immer mehr Unternehmen wagen es und setzen Prominente in ihrer werblichen Kommunikation ein.2 Nicht nur gro e Markenartikelhersteller haben diese Art von Werbung für sich entdeckt, auch immer mehr kleinere Unternehmen engagieren häufig berühmte Gesichter.3 Unternehmen setzen zunehmend auf diese Art der Werbung und auch bei Prominenten steigt das Interesse daran stetig. Trotzdem sind die Meinungen zu diesem Werbemittel kontrovers. Der ehemalige Grey-Chef Bernd M. Michael beispielsweise spricht Prominenten in der Kommunikation beträchtliche Wirkungschancen zu und nennt sie daher Turbos für die Marke4. Andererseits hält Gert Gutjahr, Hauptgesellschafter des Instituts für Markenpsychologie Mannheim, diese zum Beispiel für zum Fenster hinausgeworfenes Geld5. Auch Verbraucher sehen den Einsatz von Prominenten in der Werbung zwiespältig. Obgleich für einige eine gro e Anziehungskraft von Prominenten wie George Clooney oder Thomas Gottschalk ausgeht, so sind andere doch auch missmutig gestimmt von den allgegenwärtigen Berühmtheiten und deren Versuchen, auf die Verbraucher zu offenkundig in der Werbung einzuwirken.6 Welche Auswirkungen hat dieser Umstand auf die Image- und Bekanntheitssteigerung der Unternehmen, die sich für die Werbung mit prominenten Testimonials entschieden haben? Welche Chancen eröffnen sich für Unternehmen und welche Risiken und Herausforderungen gilt es zu tragen? 1 Vetter (2012), S. 2. 2 vgl. Kirschhofer von (2001), S. 28. 3 vgl. Vetter (2012), S. 2. 4 Michael zitiert nach Kolbrück (2004
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