Kommunikationsstrategien Zur Optimierung Der Produktkommunikation Einer Veranstaltung Im Kulturbereich
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Kommunikationsstrategien Zur Optimierung Der Produktkommunikation Einer Veranstaltung Im Kulturbereich
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Author : Tobias Weiler
language : de
Publisher: GRIN Verlag
Release Date : 2014-10-29
Kommunikationsstrategien Zur Optimierung Der Produktkommunikation Einer Veranstaltung Im Kulturbereich written by Tobias Weiler and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-10-29 with Business & Economics categories.
Studienarbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Macromedia Fachhochschule der Medien Köln, Sprache: Deutsch, Abstract: Im Rahmen der Lehrveranstaltung ,,Medienkommunikation auf Events“ des Studienganges Medienmanagement - mit dem Schwerpunkt Sport- und Eventmanagement - hat das Sommersemester 2011 in eigenständiger Arbeit eine Kommunikationsstrategie konzipiert. Die Aufgabenstellung umfasste eine zielgerichtete Konzeption für das Sommerblutfestival 2013 in Köln. Die Ziele des Kommunikationskonzeptes wurden innerhalb eines Briefings mit dem Kunden Herrn Rolf Emmerich, Kunde und Gründer des Sommerblutfestivals, entwickelt. Hauptintention des Kunden ist die Optimierung der Produktkommunikation des Sommerblutfestivals, durch eine absatzorientierte Ausrichtung des Marketings, sollen höhere Verkaufszahlen der Eintrittskarten generiert werden. Außerdem wird eine bessere Positionierung des Festivals angestrebt. Der Kunde wünscht sich eine Aufwertung des Images seines Festivals. Damit einhergehend soll eine höhere Akzeptanz und Bekanntheit des Festivals in der Kölner Gesellschaft erreicht werden. Ein zentraler Punkt der Zielsetzung des Kunden ist weiterhin die Generierung von Sponsoren. Diese Ziele sollen durch die Optimierung der Kommunikationsstrategie erreicht werden. Grundlegend für die Zielerreichung des Kunden ist eine professionelle und zielgruppengerechte Kommunikation der Attraktivität des Sommerblutfestivals. Da ein direkter Zusammenhang zwischen den Verkaufszahlen eines Festivals auf der einen Seite und einem erfolgreichen Sponsoring auf der anderen Seite besteht, ist das Primärziel der Kommunikationsstrategie die Steigerung der Bekanntheit des Sommerblutfestivals. Der Fokus des Projektes liegt aus diesem Grund auf der zielgruppengerechten Entwicklung von Maßnahmen zur Bekanntheitssteigerung des Festivals.
The 21st Century Media R Evolution
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Author : Jim Macnamara
language : en
Publisher: Peter Lang
Release Date : 2010
The 21st Century Media R Evolution written by Jim Macnamara and has been published by Peter Lang this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Education categories.
The emergence of 'new media' and social media is widely discussed in contemporary society. However, media and public communication are mostly analyzed within particular theoretical frameworks and within specific disciplinary fields. Such approaches have created polarized views on media and communication, and fail to create an understanding of the interdependencies between these fields. This book expertly synthesizes competing theories and disciplinary viewpoints, integrates scholarly and cutting edge research, and examines international data from fast-growing markets including China, to provide a comprehensive, holistic view of the twenty-first century (r)evolution in media and public communication. The book identifies how the changes are located in practices rather than technologies and that these practices are emergent in highly significant ways. Engaging and accessible, the book is essential reading for media scholars and communication professionals, and a valuable text for courses in media studies, journalism, advertising, public relations, and organisational and political communication.
Optimising Business Performance With Standard Software Systems
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Author : Heinz-Dieter Knöll
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-12-01
Optimising Business Performance With Standard Software Systems written by Heinz-Dieter Knöll and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-01 with Technology & Engineering categories.
This book is addressed at decision makers, project teams, project managers, company's IT-managers, and staff of consulting companies, who are either involved in complex standard software implementation, or release migration projects. The book stresses the shortcomings of many present standard software implementations which mainly pertain to insufficiently optimised business processes, thus standard software has caused a lot of dissatisfied companies. The authors analyse certain popular implementation approaches (life-cycle-models) of different Standard Software suppliers. It shows how a new semi-process oriented way of implementing modern standard software systems may contribute to a better business performance.
Museum Marketing
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Author : Ruth Rentschler
language : en
Publisher: Routledge
Release Date : 2009-11-04
Museum Marketing written by Ruth Rentschler and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-11-04 with Business & Economics categories.
Museums have moved from a product to a marketing focus within the last ten years. This has entailed a painful reorientation of approaches to understanding visitors as ‘customers’; new ways of fundraising and sponsorship as government funding decreases; and grappling with using the internet for marketing. This book brings the latest in marketing thinking to bear on the museum sector taking into account both the commercial issues and social mission it involves. Carefully structured to be highly accessible the book offers: * A contemporary and relevant and global approach to museum marketing written by authors in Britain, Australia, the United States, and Asia * An approach that reflects the particular challenges museums of varying sizes face when seeking to market an experience to a diverse set of stakeholders: audience; funders; sponsors and government. * A particular focus on museum marketing in the 'Information Age' * Major case studies at the beginning and end of each section of the book, and smaller case studies within chapters The hugely experienced author team, includes both leading academics and practitioners to ensure the book has broad appeal and is both relevant, innovative and progressive in approach. It will be essential reading for students in museum studies, non-profit marketing, and arts management and marketing. It will also be equally relevant for professionals working in and managing museums and galleries, heritage attractions and ministries of arts.
Sage Brief Guide To Corporate Social Responsibility
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Author : Sage Publications
language : en
Publisher: SAGE
Release Date : 2012
Sage Brief Guide To Corporate Social Responsibility written by Sage Publications and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.
Designed to serve as a supplemental text for courses in business ethics, corporate social responsibility, corporate strategy, and organizational behaviour, this text is also an indispensible companion text for business students to use throughout their full programme of study. It provides objective coverage of key issues in corporate social responsibility, the obligation of companies to various stakeholder groups, the contribution of business to society and culture, and the relationship between organizations and the quality of the environment. Key features of the text include the following: A Reader's Guide that explains how to use the volume Keyword entries featuring comprehensive essays on such crucial topics as strategic corporate social responsibility, strategic philanthropy, corporate social performance, and social audits. A listing of references and suggested readings for each entry, so that readers can find more information on topics of particular interest.
Public Relations Metrics
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Author : Betteke van Ruler
language : en
Publisher: Routledge
Release Date : 2009-09-11
Public Relations Metrics written by Betteke van Ruler and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-09-11 with Business & Economics categories.
Responding to the increasing need in academia and the public relations profession, this volume presents the current state of knowledge in public relations measurement and evaluation. The book brings together ideas and methods that can be used throughout the world, and scholars and practitioners from the United States, Europe, Asia, and Africa are represented.
Arts Marketing Insights
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Author : Joanne Scheff Bernstein
language : en
Publisher: John Wiley & Sons
Release Date : 2011-01-19
Arts Marketing Insights written by Joanne Scheff Bernstein and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-01-19 with Business & Economics categories.
Audience behavior began to shift dramatically in the mid 1990s. Since then, people have become more spontaneous in purchasing tickets and increasingly prefer selecting specific programs to attend rather than buying a subscription series. Arts attenders also expect more responsive customer service than ever before. Because of these and other factors, many audience development strategies that sustained nonprofit arts organizations in the past are no longer dependable and performing arts marketers face many new challenges in their efforts to build and retain their audiences. Arts organizations must learn how to be relevant to the changing lifestyles, needs, interests, and preferences of their current and potential audiences. Arts Marketing Insights offers managers, board members, professors, and students of arts management the ideas and information they need to market effectively and efficiently to customers today and into the future. In this book, Joanne Scheff Bernstein helps readers to understand performing arts audiences, conduct research, and provide excellent customer service. She demonstrates that arts organizations can benefit by expanding the meaning of "valuable customer" to include single-ticket buyers. She offers guidance on long-range marketing planning and helps readers understand how to leverage the Internet and e-mail as powerful marketing channels. Bernstein presents vivid case studies and examples that illustrate her strategic principles in action from organizations large and small in the United States, Great Britain, Australia, and other countries.
The End Of Advertising As We Know It
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Author : Sergio Zyman
language : en
Publisher: John Wiley & Sons
Release Date : 2002
The End Of Advertising As We Know It written by Sergio Zyman and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
The author looks at TV spots, branding, packaging, celebrity spokespeople, sponsorships, publicity and customer service.
Waiting For Your Cat To Bark
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Author : Bryan Eisenberg
language : en
Publisher: Thomas Nelson Publishers
Release Date : 2007-09
Waiting For Your Cat To Bark written by Bryan Eisenberg and has been published by Thomas Nelson Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-09 with Consumer behavior categories.
Good marketers know that customer-centered marketing is mandatory. However, we are not the customer. What the customer perceives as relevant is the thing successful marketers must anticipate, plan, and deliver on. Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing offers Persuasion Architecture, a proven Persona-based methodology. Persuasion Architecture enables marketers to anticipate different angles from which customers frame their questions and then coordinate messaging across multiple channels so that marketers can create predictive models of customer behavior. Don't miss out on learning about this six-sigma marketing approach that can skyrocket the effectiveness of your interactive marketing. "There's some big thinking going on here-thinking you will need if you want to take your work to the next level. 'Typical, not average' is just one of the ideas inside that will change the way you think about marketing."-Seth Godin, Author, All Marketers Are Liars "Are your clients coming to you armed with more product information than you or your sales team know? You need to read Waiting for Your Cat to Bark? to learn how people are buying in the post-Internet age so you can learn how to sell to them."-Tom Hopkins, Master Sales Trainer and Author, How to Master the Art of Selling "These guys really 'get it.' In a world of know-it-all marketing hypesters, these guys realize that it takes work to persuade people who aren't listening. They've connected a lot of the pieces that we all already know-plus a lot that we don't. It's a rare approach that recognizes that the customer is in charge and must be encouraged and engaged on his/her own terms, not thesellers. Waiting for Your Cat to Bark? takes apart the persuasion process, breaks down the steps and gives practical ways to tailor your approaches to your varying real customers in the real world. This book is at a high level that marketers better hope their competitors will be too lazy to implement."-George Silverman, Author, The Secrets of Word of Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth "We often hear that the current marketing model is broken-meaning the changes in customers, media, distribution, and even the flatness of the world make current practices no longer relevant. Yet few have offered a solution. This book recognizes the new reality in which we operate and provides a path for moving forward. The authors do an outstanding job of using metaphors to help make Persuasion Architecture clear and real-life examples to make it come alive. Finally, someone has offered direction for how to market in this new era where the customer is in control."-David J. Reibstein, William Stewart Woodside Professor, Wharton Business School of the University of Pennsylvania and former Executive Director, Marketing Science Institute "If you want to learn persistence, get a cat. If you want to learn marketing, get this book. It's purrfect."-Jeffrey Gitomer, Author, The Little Red Book of Selling "In 1999, the Wachowski brothers revolutionized moviemaking with stunning new angles and special effects revealed in The Matrix. Now the 'Eisenbrothers' have done the same for business in Waiting for Your Cat to Bark? Stunning new angles! Techniques that will be copied for decades. Cat is sure to be remembered as the genesis of an important new direction inmarketing."-Roy H. Williams, New York Times Best-Selling Author, The Wizard of Ads Trilogy "The Web is a democratizing force as the world's largest global brain. It educates everyone on the pros and cons of every product, service, and even person. An educated person doesn't react well to the traditional 'art of manipulation' that most marketers attempt to employ in their campaigns. As a matter of fact, it makes them angry and defensive-like a cat backed into a corner. No one understands this new world of marketing better than the Eisenbergs. Waiting for Your Cat to Bark? is the marketing manifesto of our generation. Read it, weep, and then go do something about it." -Brett Hurt, Founder and CEO of Bazaarvoice, Founder of Coremetrics, and Shop.org Board Director "It is easy to buy traffic but persuading that traffic to buy, subscribe, or otherwise take a profitable action is essential. Persuasion Architecture provides a framework for companies to better understand and reach customers with more relevant messages that increase the probability of acquiring and serving customers. Traffic cost inflation is a real problem, and this book not only tells you how to allow customers to buy the way they want to buy but makes the entire process accountable. I'll be encouraging the companies I invest in to read it." -Tod Francis, Managing Partner, Shasta Ventures "Who's buying? How are they buying? And why do they buy from you? Consumers have been turning away from old media channels and even most methods of advertising to embrace new media. The Eisenbergs have developed a proven methodology for selling in this new environment where the old marketing rules no longer apply. This book willchange how you think about marketing. It may even change how you think."-Rebecca Lieb, Executive Editor, The ClickZ Network "This book lays out a powerful and fresh way of thinking about personas, persuasion, and marketing in today's increasingly fragmented media environment. If you want a practical guidebook for successfully marketing to today's consumer, then this is a must-read."-Mark Kingdon, CEO, Organic, Inc. "Waiting for Your Cat to Bark? systematically covers every aspect of critical thinking about customers and prospects a marketer could need in today's complex business world. This is a book you'll reach for every time you begin your strategic planning."-Susan Bratton, CEO, Cendara, Inc., and Executive Chair ad: tech Conferences "With Waiting for Your Cat to Bark?, the Eisenbergs have shown us the power of persuasion for marketing. They back up their positions with compelling case studies and great firsthand experience that is priceless. This is a must-read for all marketing professionals and is on my desk."-Rand Schulman, Chief Active Marketing Officer, WebSideStory "The Brothers Eisenberg usher us out of the 20th-century age of media and into the 21st-century age of optimization. They show us step-by-step how to leave behind the diminished returns and false expectations of quantity, and how to replace them instead with the more universal appeal and profitability of quality."-Jeff Einstein, Media Pioneer and Social Critic "The Eisenberg brothers have done it again! Hot on the heels of their best-selling Call to Action, Waiting for Your Cat to Bark? is a guide to the use of personas and Persuasion Architecture that will force readers to reconsider all of their marketing efforts. Chock full of 'big picture' thinking and great strategic advice, the chapters 'Choosing Personas' and 'Bringing Personas to Life' are must-reads for anyone serious about marketing. Jeffrey and Bryan force us to rehumanize our audience in a way that drives measurement and forces accountability."-Eric Peterson, Author, Web Analytics Demystified and Web Site Measurement Hacks "Waiting for Your Cat to Bark? is a tremendous read. It has fresh ideas and practical solutions for persuading customers to act. I highly recommend this book."-Ivan R. Misner, PhD, New York Times Best-Selling Author and Founder of BNI
The Intention Economy
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Author : Doc Searls
language : en
Publisher: Harvard Business Press
Release Date : 2012
The Intention Economy written by Doc Searls and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with Business & Economics categories.
Maps out the implications of a customer-driven business revolution that's flipping the paradigm of supply and demand, and putting consumers in charge.