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Das Zusammenspiel Von Product Placement Und Co-Promotion: Eine Bestandsaufnahme Und Empirische Wirkungsanalyse
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AccountingGeneral ReferenceGeneral Sociology
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ISBN10: 3658335777
ISBN13: 9783658335779
Publisher: Springer vs
Published: Apr 23 2021
Pages: 240
Weight: 0.69
Height: 0.55 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783658335779
Publisher: Springer vs
Published: Apr 23 2021
Pages: 240
Weight: 0.69
Height: 0.55 Width: 5.83 Depth: 8.27
Language: German
Die Sonderwerbeformen Product Placement und Co-Promotion aus dem Bereich des Branded Entertainments erfreuen sich wachsender Beliebtheit im Kampf um die Aufmerksamkeit der Rezipienten und Konsumenten. Bei beiden Sonderwerbeformen werden ein Markenartikelhersteller und ein Akteur der medialen Unterhaltungsindustrie zu kommunikativen Partnern für werbliche Aktivierungen. In diesem Buch wurden erstmals anhand von zwei unterschiedlichen Studien die Zusammenhänge der beiden Instrumente sowohl in organisatorisch-prozessualer Hinsicht als auch aus Medienwirkungsperspektive untersucht. Der Autor
Volker Zaiss promovierte an der Universität Hohenheim und war in der Branded-Entertainment-Abteilung eines Automobil-Konzerns für Product-Placement-Kampagnen zuständig. Heute ist er in der internen Beratung eines weltweit führenden Automobilherstellers tätig.
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