Product Placement In Fashion Blogs Und Sein Einfluss Auf Das Kaufverhalten
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Product Placement In Fashion Blogs Und Sein Einfluss Auf Das Kaufverhalten
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Author : Janine Blomeier
language : de
Publisher: Diplomica Verlag
Release Date : 2015-05
Product Placement In Fashion Blogs Und Sein Einfluss Auf Das Kaufverhalten written by Janine Blomeier and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-05 with Business & Economics categories.
Die vorliegende Studie soll die Werbeform Product Placement beschreiben. Dabei geht es um den Einsatz der Produktplatzierungen in Fashion und Beauty Blogs. Durch das steigende Aufkommen der Anwendung wird die Auswirkung auf das Kaufverhalten untersucht und erklärt. Die notwendigen theoretischen Grundlagen zu Product Placement, Blogs und Kaufverhalten werden vorab dargestellt, um im Anschluss die Forschungsergebnisse besser zu verstehen. Die Studie untersucht vor allem, inwiefern bestimmte Marken und Produkte in Blogs wahrgenommen werden und ob sich Zuschauer an die Platzierung erinnern. Um die Auswirkung auf das Kaufverhalten zu untersuchen, beinhaltet die Studie des Weiteren Aspekte wie die anschließende Informationssuche und der Kauf eines Produkts. Auch Anhaltspunkte wie Markenbekanntheit und Sympathie der Blogger finden sich in diesem Buch wieder.
Der Einfluss Von Product Placement In Fashion Blogs Auf Das Kaufverhalten
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Author : Janine Blomeier
language : de
Publisher:
Release Date : 2015-04-08
Der Einfluss Von Product Placement In Fashion Blogs Auf Das Kaufverhalten written by Janine Blomeier and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-04-08 with categories.
Bachelorarbeit aus dem Jahr 2015 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 2,3, Sprache: Deutsch, Abstract: Im Wandel der Verkaufermarkte, steigenden Konkurrenzdrucks und kurzeren Produktzyklen sind klassische Kommunikationsmittel mittlerweile nicht mehr ausreichend. Zu viel und zu langweilig" beurteilten europaische Burger und Burgerinnen klassische Werbung, wie beispielsweise in Print- und TV-Medien, in einer Studie der GfK (GfK, 2003). Zielgruppengerechte und personliche Ansprache wird immer wichtiger. Vor allem in Zeiten des Internet-Booms" suchen Produkthersteller Wege ihre Kundschaft moglichst effizient und kostensparend zu erreichen. Product Placement ermoglicht die Option Markenprodukte dezent in Medien zu platzieren, womit die Eingliederung in das Geschehen naturlich erfolgt. Konsumierende betrachten die Werbung nicht immer bewusst, sondern versuchen die Werbepausen im Fernsehen durch das Umschalten des Programms zu meiden. Hinzu kommen auch andere Tatigkeiten wie Gesprache oder schnelle Hausarbeiten, die wahrend der Werbung getatigt werden und in Folge dessen die aktive Aufnahme der Werbespots verhindert wird. Die Platzierung von Produkten soll das Publikum unbewusst beeinflussen, da eine aktive Aufmerksamkeit der Zuschauenden stattfindet. Indem diese direkt auf die Verstandigkeit der Handlung gerichtet wird, werden weitere Informationen, wie platzierte Marken, unbewusst verarbeitet (Schumacher, 2007, S. 4). Bislang kannte man Product Placement lediglich in Filmen und Fernsehsendungen sehen. Doch mit der steigenden Beliebtheit von sogenannten Blogs erkennt auch das Marketing-Management die Chance Social Media als Kommunikationsinstrument zu verwenden. Bereits 2012 verwendeten fast 70 Prozent aller Unternehmen aktives Social Media Marketing (DIM - Deutsches Institut fur Marketing, 2012, S. 2). Die Investitonen fur Produktplatzierungen steigen mittlerweile jahrlich an. Im Jahr 2012 wurden weltwe"
Fashion Innovators
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Author : Salem Press
language : en
Publisher:
Release Date : 2016
Fashion Innovators written by Salem Press and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016 with Fashion categories.
Highlighting the importance of fashion and design and its impact on social and cultural norms and trends over the hundred years, this brand-new volume in the Innovators series profiles the most innovative and important individuals in fashion history. -- Amazon.com
Groundswell Expanded And Revised Edition
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Author : Charlene Li
language : en
Publisher: Harvard Business Press
Release Date : 2011-06-07
Groundswell Expanded And Revised Edition written by Charlene Li 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 2011-06-07 with Business & Economics categories.
Corporate executives struggle to harness the power of social technologies. Twitter, Facebook, blogs, YouTube are where customers discuss products and companies, write their own news, and find their own deals but how do you integrate these activities into your broader marketing efforts? It's an unstoppable groundswell that affects every industry -- yet it's still utterly foreign to most companies running things now. When consumers you've never met are rating your company's products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Josh Bernoff and Charlene Li explain how to turn this threat into an opportunity. In this updated and expanded edition of Groundswell, featuring an all new introduction and chapters on Twitter and social media integration, you'll learn to: · Evaluate new social technologies as they emerge · Determine how different groups of consumers are participating in social technology arenas · Apply a four-step process for formulating your future strategy · Build social technologies into your business Groundswell is required reading for executives seeking to protect and strengthen their company's public image.
Media And Internet Management
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Author : Bernd W. Wirtz
language : en
Publisher: Gabler Verlag
Release Date : 2011-07-14
Media And Internet Management written by Bernd W. Wirtz and has been published by Gabler Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-07-14 with Business & Economics categories.
The media and communication sector has developed into a key economic sector in the modern information society. This book deals with media management of electronic and print-based media. Against the background of industry convergence the author presents the general trends, value chains, business models and competitive strategies through an integrated management approach. In addition, recent developments of internet media are discussed.
Advertising In New Formats And Media
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Author : Patrick De Pelsmacker
language : en
Publisher: Emerald Group Publishing Limited
Release Date : 2016-04-06
Advertising In New Formats And Media written by Patrick De Pelsmacker and has been published by Emerald Group Publishing Limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-04-06 with Business & Economics categories.
The advertising universe is changing rapidly. Communication technologies have given advertisers new platforms to communicate and promote their messages. This book provides conceptual overviews, literature reviews, research work, and developing viewpoints on the key issues, providing a valuable overview of insights into modern advertising practice.
Be Strong And Courageous
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Author : Booki Nova
language : en
Publisher:
Release Date : 2019-10-06
Be Strong And Courageous written by Booki Nova and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-10-06 with categories.
This handy 6" x 9" lined notebook is A great inexpensive gift idea for any occasion.it makes a great birthday, Thanksgiving, Christmas or couple anniversary Gift For Lion lovers 6X9 inch, 110 pages, lightly lined, matte softcover
Advertising Communications And Promotion Management
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Author : John R. Rossiter
language : en
Publisher:
Release Date : 1998
Advertising Communications And Promotion Management written by John R. Rossiter and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Advertising categories.
This edition of this bestselling advertising and promotion management text contains a wealth of radically new material, although it is still based on the highly-regarded Rossiter and Percy framework. It is primarily aimed at students at the MBA level who are taking courses in advertising management or marketing communications, rather than undergraduates taking descriptive courses in advertising. Although much of the coverage is radically new, the text is based upon the highly-regarded Rossiter-Percy framework for advertising communications and promotion management introduced in the first edition in 1987. The new name for the revision reflects the integration of mainstream advertising with corporate communications, direct response advertising, and promotions. A completely new section, Part 5, covers integrated communications strategy. Part 6 on Media Strategy has been expanded to incorporate both traditional advertising media and the new media. A broader perspective has been taken throughout the new edition, with more emphasis on corporate communications and business products and services in addition to the traditional focus on consumer packaged goods.
New Online Retailing
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Author : Gerrit Heinemann
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-11-01
New Online Retailing written by Gerrit Heinemann 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 2010-11-01 with Business & Economics categories.
The authors describe in detail what makes today’s online retailing different and provide 8 central success factors for the new generation of Internet sales. Based on internationally recognized best practices, it becomes obvious what makes online retailers successful. The authors pull together “lessons learned” from the last 10 years, and give readers a tour of the future of online selling.
A Frequency Dictionary Of German
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Author : Randall Jones
language : en
Publisher: Routledge
Release Date : 2015-06-03
A Frequency Dictionary Of German written by Randall Jones and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06-03 with Foreign Language Study categories.
A Frequency Dictionary of German is an invaluable tool for all learners of German, providing a list of the 4,034 most frequently used words in the language. Based on a 4.2 million-word corpus which is evenly divided between spoken, fiction and non-fiction texts, the dictionary provides a detailed frequency-based list plus alphabetical and part of speech indexes. All entries in the rank frequency list feature the English equivalent, a sample sentence plus an indication of major register variation. The dictionary also contains twenty-one thematically organized lists of frequently used words on a variety of topics as well as eleven special vocabulary lists. A Frequency Dictionary of German aims to enable students of all levels to maximize their study of German vocabulary in an efficient and engaging way.
