Sponsoring Und Emotionale Erlebniswerte: Wirkungen Auf Den Konsumenten

Name: Sponsoring Und Emotionale Erlebniswerte: Wirkungen Auf Den Konsumenten
Brand: Deutscher Universitatsverlag
SKU: 9783824400348
Price: 3776.0 INR
Availability: InStock

by Stefan L. Erdtmann

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ISBN13: 9783824400348
Binding: Paperback
Subject: N/A
Publisher: Deutscher Universitatsverlag
Publisher Imprint: Deutscher Universitatsverlag
Publication Date: January 1, 1989
Pages: 257
Original Price: EUR 51.39
Language: German
Edition: 1989
Item Weight: 372 grams
BISAC Subject(s): General

About The Book

I. EINLEITUNG 1. Einf�hrung in den Problemkreis Werbung soll in �bereinstimmung mit einem Gro teil der Literatur als Versuch der Meinungs- und/oder Verhaltensbeeinflussung von Menschen mittels Kommunikationsmitteln verstanden werden. In dieser Untersuchung soll das Kommunikationsmittel Sponsoring hinsichtlich seiner Eignung, emotionale Erlebniswerte zu vermitteln, betrachtet werden. Im Intermedia-Vergleich hat das Sponsoring spezifische Vorteile und Eigenheiten gegen�ber den klassischen Werbemedien, welche sich ergeben durch (Bruhn 1986, S. 174): das attraktive Werbeumfeld einer positiv anmutenden Veranstaltung, die den Zuschauer interessiert sowie das attraktive Thema der Unterst�tzung "f�rderungsw�rdiger" Institutionen und Ereignisse in den bisher noch unbelasteten Bereichen Sport, Kunst sowie Sozialaufgaben im weitesten Sinne. Sp�testens seit dem vorl�ufigen H�hepunkt der ersten privat finanzierten Olympischen Spiele der Geschichte, 1984 in Los Angeles, ist das Sponsoring als Marktkommunikations-Instrument sowohl 1 auf Verbraucher als auch auf Unternehmensseite etabliert . Die Tatsache der Finanzierung der Spiele mittels Sponsorship hat in den Sponsoring-gewohnten USA keine gr� ere Beachtung gefunden. F�r die Bundesrepublik kann dies nicht gelten. Hier sind durch die einschl�gigen Pressever�ffentlichungen die Dimensionen des internationalen Marktes f�r Sponsorships einerseits und der Know-How-und Erfahrungsvorsprung angels�chsischer Unternehmen andererseits deutlich herausgestellt worden. Trotz ihrer noch kurzen Erfahrungen mit dem Instrument Sponsorship2 und dem noch unterentwickelten Angebot an Engagement-M�glichkeiten dieser Art in der Bundesrepublik investieren auch hiesige Unternehmen mit wachsender Tendenz in diesesMarktkommunikations-Instrument. Experten sch�tzen, da der Sponsoring-Markt in der Bundesrepublik momentan etwa 350 -460 Mio.

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