Die Marken Macher Wie Die Deutsche Werbebranche Erwachsen Wurde
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Die Marken Macher
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Author : Ralf Nöcker
language : de
Publisher:
Release Date : 2016-05
Die Marken Macher written by Ralf Nöcker and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05 with categories.
Die Marken Macher Wie Die Deutsche Werbebranche Erwachsen Wurde
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Author : Ralf Nöcker
language : de
Publisher: Frankfurter Allgemeine Buch
Release Date : 2018-06-01
Die Marken Macher Wie Die Deutsche Werbebranche Erwachsen Wurde written by Ralf Nöcker and has been published by Frankfurter Allgemeine Buch this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-06-01 with Business & Economics categories.
Kreative Macher und ihre Kampagnen "Quadratisch praktisch gut" oder "Haribo macht Kinder froh": Werbeslogans wie diese sind wohl jedem bekannt und gehören zu den unvergesslichsten Kampagnen der deutschen Werbebranche. Doch wer steckt hinter den Slogans und sind die "Marken-Macher"? Und wie hat sich das Marketing durch Internetwerbung verändert? In die "Marken-Macher" blickt der Geschäftsführer der GWA und Wirtschaftsredakteur der F.A.Z Ralf Nöcker auf die Pioniere der deutschen Werbebranche zurück. Anhand von persönlicher Erlebnisse, gespickt mit lustigen und spannenden Anekdoten wird aufgezeigt wie sich Werbung und Agenturen entwickelt haben. Nöcker geht bis zu den Ursprüngen deutscher Werbung zurück und macht den Sprung zur heutigen TV Werbung und Online Werbung. •Für Werbeagenturen, Marketingverantwortliche und alle die Werbung machen •Mit bisher unveröffentlichten Hintergründen der deutschen Wirtschaftsgeschichte
Konomie Der Werbung
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Author : Ralf Nöcker
language : de
Publisher: Springer-Verlag
Release Date : 2018-04-17
Konomie Der Werbung written by Ralf Nöcker and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-17 with Business & Economics categories.
Ralf Nöcker beleuchtet in diesem Buch Werbung und Agenturen erstmals aus ökonomischer Perspektive und widmet sich dabei makroökonomischen Fragen ebenso wie einzelwirtschaftlichen Themen. Dabei folgt er einer einfachen Systematik – vom Allgemeinen zum Besonderen. Er skizziert den heutigen Werbemarkt, betrachtet die theoretischen Grundlagen und diskutiert, inwieweit Werbung wettbewerbsverstärkend oder -behindernd wirkt. Zudem wirft er einen Blick auf verschiedene Geschäftsmodelle von Agenturen und deren Zukunft, denn diese wird weitreichende Veränderungen mit vielleicht völlig neuen Erklärungsansätzen sehen. Ralf Nöcker schließt damit eine Lücke im Lehrbuchangebot, die nicht nur im deutschsprachigen Raum besteht, sondern auch international. Der Leser erhält neue Erkenntnisse über die Werbung und lernt die speziellen Mechanismen kennen, die für Werbung und Medien gelten. Die gewonnenen Einsichten können für die Praxis genutzt werden. Die 2. Auflage wurde überarbeitet und aktualisiert. „Ralf Nöcker widmet sich dem Thema Werbung aus einem spannenden und für den Themenbereich überraschend ungewöhnlichen Blickwinkel: Werbeagenturen und ihr Produkt werden systematisch aus ökonomischer Perspektive betrachtet. Anregend und anschaulich, schließt das Buch damit eine relevante Angebotslücke.“ Prof. Dr. Tobias Langner, Bergische Universität Wuppertal, Schumpeter School of Business and Economics, Lehrstuhl für Betriebswirtschaftslehre, insbesondere Marketing
Amerikanische Popul Rkultur In Deutschland
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Author : Heike Paul
language : de
Publisher: Leipziger Universitätsverlag
Release Date : 2002
Amerikanische Popul Rkultur In Deutschland written by Heike Paul and has been published by Leipziger Universitätsverlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Civilization, Modern categories.
Global And Multinational Advertising
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Author : Basil G. Englis
language : en
Publisher: Psychology Press
Release Date : 2013-11-19
Global And Multinational Advertising written by Basil G. Englis and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-19 with Business & Economics categories.
Few applied disciplines are more sensitive to cross-cultural issues than marketing and consumer psychology. The chapters prepared for this volume reflect awareness of both similarities and differences within and across cultures. They include analyses of methodological issues, theoretical investigations of cultural and social values and their implications for marketing specialists, studies of gender- and sub-culture specific advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who contributed these chapters will have much to say to consumer psychologists and marketing specialists alike.
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.
The Role Of Culture In Social Media Marketing A Systematic Literature Review
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Author : Nivedha Mahendran
language : en
Publisher: GRIN Verlag
Release Date : 2019-03-11
The Role Of Culture In Social Media Marketing A Systematic Literature Review written by Nivedha Mahendran and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-03-11 with Business & Economics categories.
Master's Thesis from the year 2018 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Bamberg, language: English, abstract: This present master thesis examines the role of culture on “Social Media Marketing” being a form of modern marketing and a bundle of marketing-related activities using social media. With the help of a systematic literature review, answers are sought to the question as to which extent cultural differences influence the effectiveness of social media marketing. The main objective is to adequately present the state of research on the interdisciplinary topic and to identify research gaps. The findings from peer-reviewed journals ascribe an indispensable value to the cultural component and illuminate the topic from different contemporary relevant perspectives. The results indicate that social media marketing is generally covered from a cultural point of view. Moreover, the insights provide valuable knowledge from both consumers research perspective and from applied social media practices in multicultural settings. However, the findings also reveal extant research gaps in several directions that need to be addressed in the near future to provide theoretical approaches and scientifically proven evidence on successful utilization of social media marketing in multicultural settings. The fact that social media plays an extremely important component in the worldwide dynamic technology development is an irrefutable fact. Companies are forced to integrate social media in the most diverse areas in order to be lucrative in the long term, to save costs and to survive in competition. Typical fields of application include all departments that deal with external corporate communication, e.g. HR for recruiting and talent acquisition, PR for professionally maintaining a favorable public image or in the marketing department as revolutionary marketing and sales platforms. According to a new study, 69% of marketing employees stated that marketing activities on social media helped to increase important marketing indicators and strengthen customer and brand loyalty. Nevertheless, social media offer great opportunities, but also hold challenges. A major challenge is to choose the right medium which depends to a great extent on the target group.
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.
Zitty
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Author :
language : de
Publisher:
Release Date : 2001
Zitty written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Berlin (Germany) categories.
Transformation Index Bti 2014
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Author : Bertelsmann Bertelsmann Stiftung
language : en
Publisher:
Release Date : 2014
Transformation Index Bti 2014 written by Bertelsmann Bertelsmann Stiftung and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with Democratization categories.
Managing the peaceful transition of authoritarian states to democracy and a market-economic system represents a tremendous challenge. Whether it comes to reconstituting the coherency of the state following armed conflict, expanding participation rights and the rule of law in emerging democracies, overcoming corrupt structures, fighting poverty and inequality, or establishing clear rules for stable market-economic competition, the requirements are enormous, and the pressure on responsible leaders is intense. After all, the quality of political management makes an essential contribution to the success or failure of transformation processes.