Medienforschung Im Horfunk

Name: Medienforschung Im Horfunk
Brand: Grin Verlag
SKU: 9783638864848
Price: 2315.0 INR
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ISBN13: 9783638864848
Binding: Paperback
Subject: N/A
Publisher: Grin Verlag
Publisher Imprint: Grin Verlag
Publication Date: November 30, 2007
Pages: 44
Original Price: GBP 20.9
Language: German
Edition: N/A
Item Weight: 64 grams
BISAC Subject(s): Cultural & Ethnic Studies / General

About The Book

Studienarbeit aus dem Jahr 2000 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,3, Universit t Leipzig (Institut f r Kulturwissenschaften), Veranstaltung: Seminar: Kommunikationspolitik, Sprache: Deutsch, Abstract: Die Medienwirkungsforschung entwickelte sich mit der Verbreitung des Fernsehens und obwohl der H rfunk schon deutlich l nger bestand, gab es in der H rfunkforschung nur wenige marginale Ans tze . Ende der 80ger Jahre nderte sich die Situation, da mit Etablierung der privat-rechtlichen Wellen ein immer st rker werdender Konkurrenzdruck deutlich wurde. Dies wirkte sich zum einen direkt auf die Anzahl der H rer und zum anderen auch auf die Werbekunden aus, welche die jeweiligen Sender durch das Schalten von Werbung finanzieren. Damit waren auch die Sender gezwungen, Forschungsarbeit bez glich des eigenen Publikums zu leisten. Denn nur so konnte man die eigene Position auf dem Markt feststellen und den Werbekunden konkrete Zahlen und Daten vorlegen. Diese Radionutzungsdaten sind sowohl f r Werbungtreibende, Mediaplaner und Agenturen eine unentbehrliche Grundlage. Aber auch die Programmverantwortlichen selbst ben tigen sie als Basis f r Entscheidungen, die das Programm betreffen oder die Vergabe von Werbebudgets. Auch f r die Akzeptanz von Radiosendern und Radioprogrammen sind diese Daten ein wichtiger Indikator. Ziel der Publikumsforschung ist die Analyse der Zuschauer und deren Verhalten, um danach das Programm zu planen, die Gestaltung zu optimieren und nicht zuletzt gezielte Public-Relation-Ma nahmen durchzuf hren .

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