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 Product Placement. Stellenwert im Kommunikations-Mix
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Product Placement. Stellenwert im Kommunikations-Mix

издательство Книга по Требованию Маркетинг в рекламе. Коммуникативная и интегративная сущность кампаний
Cтраниц 132        мягкая обложка       
Аннотация:In den letzten Jahrzehnten haben Markenartikelproduzenten und Unternehmen, als Folge der abnehmenden Akzeptanz und der sinkenden Effizienz von klassischer Werbung, nach immer wirkungsvolleren Methoden gesucht ihre Produkte bekannt zu machen und ihre Kunden zu erreichen. Wie und zu welchen Kommunikations-Zielen wird Product Placement von oesterreichischen Unternehmen verwendet? Die Autorin Mag. (FH) Felizitas Steindl erlaeutert in dieser Arbeit detailliert den Kommunikations-Mix, die einzelnen Kommunikationsinstrumente, Markenartikel (als ein Hauptelement von Product Placement) und natuerlich saemtliche Aspekte von Product Placement an sich. Dieses Buch ist fuer all jene Firmen, die Product Placement in Erwaegung ziehen oder dies bereits getan haben. Doch welchen Stellenwert hat das Kommunikationsinstrument Product Placement im Kommunikations-Mix tatsaechlich? Darauf basierend analysiert sie die praxisrelevanten Einsatzgebiete und -formen sowie die damit verbundenen Kommunikations-Ziele von Produkt Platzierungen im oesterreichischen Markt. Das "below the line"-Instrument Product Placement ist einer der juengeren Formen dieser stetigen Weiterentwicklung der Kommunikation zum Kunden.
Издательство: Книга по Требованию
Год:2008
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2415 руб
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Поиск: Product Placement. Stellenwert im Kommunikations-Mix
НОВЫЙ ГОД СИМВОЛ 2013 ГОДАУКРАШЕНИЯ
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