Musiksponsoring. Ein trojanisches Pferd der Unternehmenskommunikation?

Name: Musiksponsoring. Ein trojanisches Pferd der Unternehmenskommunikation?
Brand: Atlantic Books
SKU: 9783668214378
Price: 2259.0 INR
Availability: InStock

by Natalia Heller

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ISBN13: 9783668214378
Binding: Paperback
Subject: N/A
Publisher: Grin Verlag
Publisher Imprint: Grin Verlag
Publication Date: May 11, 2016
Pages: 34
Original Price: USD 26.9
Language: German
Edition: N/A
Item Weight: 59 grams
BISAC Subject(s): Communication Studies

About The Book

Studienarbeit aus dem Jahr 2009 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Fachhochschule des Mittelstands, Sprache: Deutsch, Abstract: In der vorliegenden Arbeit wird das Thema "Musiksponsoring. Ein trojanisches Pferd der Unternehmenskommunikation?" bearbeitet. Die Themenwahl liegt begründet in der Aktualität und in der Praxisrelevanz für Unternehmen. Ziel der Arbeit ist es, Musiksponsoring als ein Kernstück der Unternehmenskommunikation aufzuzeigen und in der Theorie sowie in der Praxis zu beleuchten. Dabei wird nicht nur die Beziehung zwischen Musiksponsoring und der Unternehmenskommunikation betrachtet, sondern auch die praktische Anwendung des Musiksponsorings erarbeitet. In diesem Zusammenhang wird zu Beginn der Arbeit der allgemeine Sponsoringbegriff präsentiert und von anderen Förderungsma nahmen abgegrenzt. Anschlie end werden verschiedenen Formen des Sponsorings aufgezeigt und nachfolgend wird Musiksponsoring dem Bereich des Kultursponsorings zugeordnet. Welche Bedeutung die Musik für Menschen hat, wie Unternehmen sich diese zu Nutzen machen und ob Musiksponsoring als trojanisches Pferd der Unternehmenskommunikation gesehen werden kann, wird untersucht. Nachdem die Beteiligten am Musiksponsorship vorgestellt und ihre Beziehung zueinander deutlich gemacht wurde, werden die verschiedenen Einsatzmöglichkeiten beim Musiksponsoring vorgestellt. Die nachfolgenden Gliederungspunkte orientieren sich an einem idealtypischen Prozess beim Musiksponsoring. Dazu gehört neben Formulierung der Ziele und Abgrenzung der relevanten Zielgruppen auch die Integration in den Kommunikations-Mix sowie die abschlie ende Erfolgskontrolle. Im vorletzten Kapitel erfolgt die Darstellung zweier unterschiedlicher Praxisbeispiele, die den Umfang solcher Musiksponsorships bewusst werden lassen. Abgeschlossen wird die vorliegende Arbeit mit einem Fazit.

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