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Sport-Sponsoring - Die Sonderwerbeform auf dem Vormarsch
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ISBN10: 3638956989
ISBN13: 9783638956987
Publisher: Grin Verlag
Published: Jul 3 2008
Pages: 24
Weight: 0.09
Height: 0.06 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783638956987
Publisher: Grin Verlag
Published: Jul 3 2008
Pages: 24
Weight: 0.09
Height: 0.06 Width: 5.83 Depth: 8.27
Language: German
Essay aus dem Jahr 2008 im Fachbereich Gesundheit - Sport - Medien und Kommunikation, Note: 1,7, Deutsche Sporthochschule Köln, Sprache: Deutsch, Abstract: Gerade die Sonderwerbeformen, auch neuere oder moderne Kommunikationsinstrumente genannt, erfreuen sich in den letzten 10-15 Jahren besonderer Beliebtheit - Tendenz steigend - und Sponsoring als Marketingma nahme wird immer häufiger von Unternehmen genutzt. Die Gründe dafür sind vielfältiger Art. Informationsüberlastung, Zapping oder Reaktanz sind Stichworte, die immer wieder mit dem Wandel in Verbindung gebracht werden. Sie haben zu einer Verunsicherung über die Wirkung der klassischen Werbung geführt. Sowohl technologische Erfindungen als auch gesellschaftliche Veränderungen veranlassten die Unternehmen zu Handeln. Alte , übliche, bisher verwendete Kommunikationsma nahmen waren nicht mehr ausreichend, um erfolgreich mit den Konsumenten zu kommunizieren. Also versuchten die Unternehmen und Werbetreibenden mit alternativen Ma nahmen, die Zielgruppen auf neuen Wegen zu erreichen. Die Anzahl neuerer Kommunikationsinstrumente ist vielfältig, aber nur einige wenige haben sich bewährt und sich längerfristig im Kommunikations-Mix der Unternehmen durchsetzen können. Zu diesen Kommunikationsinstrumenten gehören vor allem das Event-Marketing, das Sponsoring, das Product-Placement und das Online-Marketing. Folgende Arbeit wird Aufschluss darüber geben, wie Sponsoring (am Beispiel Sport) genau funktioniert und wie die weitere Entwicklung aussieht.
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