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 Liberalisierung von Product Placement. Chance oder Risiko fuer die deutsche Film- und Fernsehwirtschaft?
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Liberalisierung von Product Placement. Chance oder Risiko fuer die deutsche Film- und Fernsehwirtschaft?

автор Nick H. издательство Книга по Требованию Маркетинг в рекламе. Коммуникативная и интегративная сущность кампаний
Cтраниц 76        мягкая обложка       
Аннотация:Bis Ende 2009 sollen die einzelnen Mitgliedsstaaten die Vorgaben in nationales Recht uebernehmen, koennen fuer sich aber strengere Vorschriften erlassen. Demnach ist die Platzierung von Waren, Marken oder Dienstleistungen in Kinofilmen und ausgewaehlten Fernsehformaten erlaubt, sowie auf die Beteiligung Dritter hingewiesen wird. Derzeit wird Product Placement in Deutschland unter den Begriff „Schleichwerbung“ abgelehnt, waehrend es in amerikanischen Produktionen eine akzeptierte Finanzierungs- und Werbeform darstellt. Um die Wettbewerbsfaehigkeit europaeischer Werke zu staerken, einigte sich die EU-Kommission im Dezember 2007 auf die Revision der EU-Fernsehrichtlinie. Dieses Buch betrachtet den Einsatz von Product Placement hinsichtlich der Vorschlaege der EU und zeigt die Chancen und Risiken einer Liberalisierung fuer die deutsche Film- und Fernsehwirtschaft auf.
Автор: Nick H.
Издательство: Книга по Требованию
Год:2008
Цена:
2007 руб
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Поиск: Liberalisierung von Product Placement. Chance oder Risiko fuer die deutsche Film- und Fernsehwirtschaft?
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