Ans Tze Der Erfolgsmessung Integrierter Kommunikation
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Ans Tze Der Erfolgsmessung Integrierter Kommunikation
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Author : Anne-Katrin Tauber
language : de
Publisher: GRIN Verlag
Release Date : 2010
Ans Tze Der Erfolgsmessung Integrierter Kommunikation written by Anne-Katrin Tauber and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
Studienarbeit aus dem Jahr 2009 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,3 - 1,7, Universität Kassel, Sprache: Deutsch, Abstract: Seit den 1990er Jahren beschäftigt das Konzept der Integriert Kommunikation zunehmend Wissenschaft und Praxis. Ein Grund für das gestiegene Interesse an diesem Ansatz liegt in der Situation und den Bedingungen auf den Märkten. Verändertes Konsumentenverhalten, homogene Güter- und Dienstleistungsangebote, gesättigte Märkte sowie eine steigende Wettbewerbsintensität ergänzen den klassischen Produktwettbewerb um einen Kommunikationswettbewerb. Unternehmen sind folglich mehr denn je vor die Aufgabe gestellt, durch den professionellen Einsatz kommunikationspolitischer Instrumente die Aufmerksamkeit ihrer Zielgruppen zu erlangen und von diesen differenziert wahrgenommen zu werden, um Präferenzen für die eigenen Produkte und Dienstleistungen zu erzeugen. Erschwert wird diese Aufgabe jedoch durch die sich zusehends verschärfenden Kommunikationsbedingungen. Steigender Kommunikationswettbewerb, Informationsüberlastung und Reaktanz bei den Rezipienten, eine steigende Vielfalt an Kommunikationsinstrumenten u.a.m. erfordern eine neue Denkhaltung, welche Kommunikation als strategischen Erfolgsfaktor für Unternehmen definiert. Im Zuge dieses Bedeutungszuwachses der Kommunikation rückt auch die Integrierte Kommunikation verstärkt in den Blickpunkt von Wissenschaft und Praxis. Derzeit befindet sich die Integrierte Kommunikation noch in einer Phase der Entwicklung. Insbesondere der Erfolgskontrolle Integrierter Kommunikation mangelt es bisweilen vielerorts an fundierten Erkenntnissen. Ziel der vorliegenden Arbeit ist es daher, Ansätze der Erfolgsmessung Integrierter Kommunikation vorzustellen. Nach diesem einleitenden Kapitel werden zunächst mit der Definition (Kapitel 2.1.), den Aufgaben und Zielen (Kapitel 2.2.) sowie den Formen (Kapitel 2.3.) Grundlagen der Integrierten Kommunikation erarbeitet. Darauf folgend w
Ans Tze Der Erfolgsmessung Integrierter Kommunikation
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Author : Marco Eichenberg
language : de
Publisher: GRIN Verlag
Release Date : 2011
Ans Tze Der Erfolgsmessung Integrierter Kommunikation written by Marco Eichenberg and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Business & Economics categories.
Studienarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Universität Kassel (Wirtschaftswissenschaften), Veranstaltung: Kommunikationsmanagement, Sprache: Deutsch, Abstract: Die vorliegende Arbeit befasst sich mit dem grundsätzlichen Aufbau von Kommunikation und einer theoretischen Erklärung von Integrierter Kommunikation auf der einen und mit Ansätzen der Erfolgsmessung der Integrierten Kommunikation auf der anderen Seite. Kommunikation, aber wie bitte? Kommunikation verlief in vielen Unternehmen in den vergangen Jahren vor allem unabgestimmt, in verschiedenen Abläufen- bzw. Anwendungen - also relativ uneinheitlich - und diskontinuierlich. Um diesem - für Unternehmen unvorteilhaften Kommunikationsablauf entgegenzuwirken - ist sukzessive die Forderung nach "Integrativer Kommunikation" aufgekommen. In diesem Zusammenhang wird auch die Bedeutung einer "ganzheitlichen", "vernetzten" und "strategischen" Kommunikation hervorgehoben. Rein plakativ wird Integrierte Kommunikation vielfach gleichgesetzt mit Corporate Design oder Corporate Identity. Aber sie ist weitaus mehr als das einheitliches Auftreten des Unternehmens nach außen. Integrierte Kommunikation bezeichnet vielmehr den Prozess einer vernetzten und zielgerichteten Kommunikation. Wobei die moderne Unternehmenskommunikation dabei zahlreiche Wege nutzt, um mit den jeweiligen Zielgruppen in Kontakt und wenn möglich gar in den Dialog zu treten. Dabei ist die Aufgabe der Integrierten Kommunikation, aus der Vielfalt der eingesetzten Instrumente - die im Kapitel 2 im einzelnen beschrieben werden - ein in sich geschlossenes und ohne Widersprüche existierendes Kommunikationssystem zu bilden, mit der Prämisse ein für sämtliche Zielgruppen konsistentes Erscheinungsbild zu vermitteln. Um die Bedeutung und Grundlagen von Kommunikation im Allgemeinen, aber auch von Unternehmenskommunikation im Einzelnen zu erläutern, wird im 1. Teil auf die verschiedenen Kommunikationsarte
Integrated Communication
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Author : Esther Thorson
language : en
Publisher: Psychology Press
Release Date : 2013-06-17
Integrated Communication written by Esther Thorson and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-06-17 with Business & Economics categories.
Building brands through integrated marketing is an approach being used by all top-level marketing strategists. The result of a series of papers presented at the eleventh annual Advertising and Consumer Psychology Conference held in Chicago, this volume brings together researchers and professionals whose efforts focus on integrating the various persuasive tools of marketing. It goes beyond case studies of the use of integrated marketing to look at how integrated communication actually works on achieving optimal effects on the various audiences for products.
Public Relations Research
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Author : Ansgar Zerfaß
language : en
Publisher: Springer
Release Date : 2008-05-08
Public Relations Research written by Ansgar Zerfaß and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-05-08 with Language Arts & Disciplines categories.
This volume is a major contribution to the trans-national debate on public relations research and communication management. It presents dominant concepts and findings from the scientific community in Germany in English language. At the same time, the compilation contains a selection of the most influential and relevant approaches from European and international researchers. Editors and contributors are renowned academics from all over the world. This books honours Guenter Bentele, one of the international spearheads of public relations research, and gives academics, students and communication managers a focussed insight into the field.
Evaluating Public Communication
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Author : Jim Macnamara
language : en
Publisher: Routledge
Release Date : 2017-09-05
Evaluating Public Communication written by Jim Macnamara and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-05 with Social Science categories.
Evaluating Public Communication addresses the widely reported lack of rigorous outcome and impact-oriented evaluation in advertising; public relations; corporate, government, political and organizational communication and specialist fields, such as health communication. This transdisciplinary analysis integrates research literature from each of these fields of practice, as well as interviews, content analysis and ethnography, to identify the latest models and approaches. Chapters feature: • a review of 30 frameworks and models that inform processes for evaluation in communication, including the latest recommendations of industry bodies, evaluation councils and research institutes in several countries; • recommendations for standards based on contemporary social science research and industry initiatives, such as the IPR Task Force on Standards and the Coalition for Public Relations Research Standards; • an assessment of metrics that can inform evaluation, including digital and social media metrics, 10 informal research methods and over 30 formal research methods for evaluating public communication; • evaluation of public communication campaigns and projects in 12 contemporary case studies. Evaluating Public Communication provides clear guidance on theory and practice for students, researchers and professionals in PR, advertising and all fields of communication.
Audiencemaking
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Author : D. Charles Whitney
language : en
Publisher: SAGE Publications, Incorporated
Release Date : 1994-06-30
Audiencemaking written by D. Charles Whitney and has been published by SAGE Publications, Incorporated this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994-06-30 with Business & Economics categories.
This provocative book shows how media institutions define their audiences and how these definitions shape the work of organizations within them. Leading scholars show that the audience definitions-in-use in each sector shape modern media. Receivers, they argue, are constituted as institutionally-effective audiences that have social meaning and//or economic value within the system. These include measured audiences, generated by research services, sold by media channels and bought by advertisers; specialized or segmented audiences whose particular interests are anticipated or created and then met by content producers; and hypothesized audiences whose interest, convenience and necessity are presumably protected by regulators.
Corporate Data Quality
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Author : Boris Otto
language : en
Publisher: epubli
Release Date : 2015-12-08
Corporate Data Quality written by Boris Otto and has been published by epubli this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-08 with Business & Economics categories.
Data is the foundation of the digital economy. Industry 4.0 and digital services are producing so far unknown quantities of data and make new business models possible. Under these circumstances, data quality has become the critical factor for success. This book presents a holistic approach for data quality management and presents ten case studies about this issue. It is intended for practitioners dealing with data quality management and data governance as well as for scientists. The book was written at the Competence Center Corporate Data Quality (CC CDQ) in close cooperation between researchers from the University of St. Gallen and Fraunhofer IML as well as many representatives from more than 20 major corporations. Chapter 1 introduces the role of data in the digitization of business and society and describes the most important business drivers for data quality. It presents the Framework for Corporate Data Quality Management and introduces essential terms and concepts. Chapter 2 presents practical, successful examples of the management of the quality of master data based on ten cases studies that were conducted by the CC CDQ. The case studies cover every aspect of the Framework for Corporate Data Quality Management. Chapter 3 describes selected tools for master data quality management. The three tools have been distinguished through their broad applicability (method for DQM strategy development and DQM maturity assessment) and their high level of innovation (Corporate Data League). Chapter 4 summarizes the essential factors for the successful management of the master data quality and provides a checklist of immediate measures that should be addressed immediately after the start of a data quality management project. This guarantees a quick start into the topic and provides initial recommendations for actions to be taken by project and line managers. Please also check out the book's homepage at cdq-book.org/
Journalism And Media Convergence
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Author : Heinz-Werner Nienstedt
language : en
Publisher: Walter de Gruyter
Release Date : 2013-04-30
Journalism And Media Convergence written by Heinz-Werner Nienstedt and has been published by Walter de Gruyter this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-04-30 with Language Arts & Disciplines categories.
Journalism is under ever-increasing pressure, due in large part to the phenomenon of media convergence. Not only does media convergence redefine the tasks of journalists and newsrooms, it also re-shapes the business environments of media companies. In this book, international media practitioners and researchers describe and analyze the relationships between media convergence and advertising, public relations, social media and other areas of communication posing a challenge to journalism.
Effective Advertising
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Author : Gerard J. Tellis
language : en
Publisher: SAGE Publications
Release Date : 2003-11-20
Effective Advertising written by Gerard J. Tellis and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-11-20 with Business & Economics categories.
Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.
Marketing Problems
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Author : Melvin Thomas Copeland
language : en
Publisher: Legare Street Press
Release Date : 2023-07-18
Marketing Problems written by Melvin Thomas Copeland and has been published by Legare Street Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-07-18 with categories.
This book dives deep into the world of marketing, providing insightful and strategic solutions to common marketing problems. With real-world examples and practical advice, this book is an essential resource for anyone interested in marketing. This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work is in the "public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.