Werbung Auf Den Zweiten Blick Programmintegrierte Werbeformen In Kinder Und Jugendmedien
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Werbung Auf Den Zweiten Blick Programmintegrierte Werbeformen In Kinder Und Jugendmedien
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Author : Jacqueline Siemon
language : de
Publisher:
Release Date : 2020-02-26
Werbung Auf Den Zweiten Blick Programmintegrierte Werbeformen In Kinder Und Jugendmedien written by Jacqueline Siemon and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-02-26 with categories.
Akademische Arbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Bauhaus-Universität Weimar, Sprache: Deutsch, Abstract: Im Rahmen dieser Arbeit werden programmintegrierte Werbeformen in Kinder- und Jugendmedien betrachtet. Im Fokus steht die Betrachtung von Produktplatzierungen in Computer- und Videospielen, wobei auch Rückbezüge zum Fernsehen hergestellt werden. Im ersten Kapitel wird zunächst die Relevanz des Themas der Arbeit unter Zuhilfenahme erster gesellschaftlicher und wissenschaftlicher Diskussionen erläutert und das Ziel der Arbeit definiert. Anschließend folgt die Darstellung des Aufbaus der Arbeit. In einer Gesellschaft mit einer immer größer werdenden Menge an Informationen und Kommunikationsimpulsen kommt es verstärkt zu dem Phänomen der Informations- und Reizüberflutung aufseiten der Konsumenten. Dies führt zu einem allgemeinen Trend der schwindenden Aufmerksamkeit, was sich beispielsweise im sogenannten "Zapping" und zunehmender Resistenz gegenüber Werbebotschaften äußert. Werbung ist für das Publikum ein selbstverständlicher Teil der Medienrealität geworden, jedoch wird unter Werbung in erster Linie zumeist die klassische Spot-Werbung verstanden, die als Störung empfunden wird. Neuere Werbeformen versuchen dem Trend der schwindenden Aufmerksamkeit und negativer Einstellung gegenüber Werbung entgegenzuwirken, indem sie die eindeutige Trennung zwischen klar ersichtlicher Werbung und redaktionellem Programm weitestgehend aufzulösen versuchen. Zu diesen, auch als Hybride bezeichneten, programmintegrierten Werbeformen gehört u.a. das sogenannte "Product Placement". Durch die Integration einer Markenbotschaft in ein Unterhaltungsmedium sollen die Ausweichreaktionen der Konsumenten umgangen werden. Ein Vorteil gegenüber der klassischen Spot-Werbung im Fernsehen ist dabei, dass das Produkt in einer natürlichen Gebrauchssituation gezeigt wird und der Überzeugungsversuch wenige
Advertising To Children
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Author : Franziska Pfund
language : en
Publisher: GRIN Verlag
Release Date : 2011-03
Advertising To Children written by Franziska Pfund and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-03 with categories.
Seminar paper from the year 2002 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3 (A), Stellenbosch Universitiy (Faculty of Industrial Psychology), course: Consumer Psychology, 33 entries in the bibliography, language: English, abstract: The extent of children's understanding of advertising messages and the influence of advertising on children is a topic that still has to be researched. But certain is, that the process of consumer socialization has an enormous influence on children's attitude and perception of advertising. Television advertising is still the most common and most important way of communicating messages to children. It will be discussed, how and when children start being able to distinguish commercials from program and when they can understand the advertising intent. A further crucial point is how and to which extent television advertising does influence children on their brand perceptions. An important part of television advertising targeted to children is about food. The effects on children and some measures as well as how advertisers are convincing children will be discussed. There are numerous alternative marketing activities aimed at children that have a great impact and some of them will be illustrated. Concluding, this paper will give some future directions of research. ...]
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.
The Handbook Of Mass Media Ethics
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Author : Lee Wilkins
language : en
Publisher: Routledge
Release Date : 2008-09-17
The Handbook Of Mass Media Ethics written by Lee Wilkins and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-09-17 with Language Arts & Disciplines categories.
This Handbook encapsulates the intellectual history of mass media ethics over the past twenty-five years. Chapters serve as a summary of existing research and thinking in the field, as well as setting agenda items for future research. Key features include: up-to-date and comprehensive coverage of media ethics, one of the hottest topics in the media community 'one-stop shopping' for historical and current research in media ethics experienced, top-tier editors, advisory board, and contributors. It will be an essential reference on media ethics theory and research for scholars, graduate students, and researchers in media, mass communication, and journalism.
World Television
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Author : Joseph D. Straubhaar
language : en
Publisher: SAGE
Release Date : 2007-05-18
World Television written by Joseph D. Straubhaar and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-05-18 with Language Arts & Disciplines categories.
World Television: From Global to Local, a new assessment of the interdependence of television across cultures and nations brings together the most current research and theories on the subject. By examining recent developments in the world system of television as well as several theories of culture, industry, genre, and audience, author Joseph D. Straubhaar offers new insights into the topic. He argues that television is being simultaneously globalized, regionalized, nationalized, and even localized, with audiences engaging it at multiple levels of identity and interest; therefore the book looks at all these levels of operation. Key Features Draws upon both international communication and cultural studies perspectives: Presents a new model is presented that attempts to move beyond the current controversies about imperialism and globalization. Looks at historical patterns: Historical patterns across cultures and countries help compare where television has been and where it is going. Takes a contemporary focus: Uses of technology, flows and patterns of program development, genres of television, the interaction of producers and audiences, and patterns of audience choice among emerging alternatives are examined. Explores how the audience for these evolving forms of television is structured: The effects of these forces or patterns of television have on both cultural formations and individual identities are identified. Intended Audience This is an excellent text for advanced undergraduate and graduate courses in Globalizatiion and Culture, Global Media, Television Studies, Television Criticism, and International Media.
Editorial Responsibility
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Author : Wolfgang Schulz
language : en
Publisher: Council of Europe
Release Date : 2008
Editorial Responsibility written by Wolfgang Schulz and has been published by Council of Europe this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Language Arts & Disciplines categories.
Key questions addressed by this iris special: 1. What is the meaning of "editorial responsibility" in the framework of the Audiovisual Media Services Directive? 2. What are the consequences of its definition? 3. Where are the "grey zones" of editorial responsibility? 4. What does the concept of editorial responsibility imply for the classification of existing audiovisual media services? This iris special analyses what the term "editorial responsibility" comprises and it deals with the questions that the term raises for the implementation of the Directive. This iris special brings to the fore the many facets, concepts and important consequences that constitute the field of editorial responsibility. It also shows the grey zones where legislators may have to struggle to find workable solutions and from where potential diverging views could emerge
Four Theories Of The Press
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Author : Fred Siebert
language : en
Publisher: University of Illinois Press
Release Date : 1956
Four Theories Of The Press written by Fred Siebert and has been published by University of Illinois Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1956 with Language Arts & Disciplines categories.
"Essays ... prepared in connection with a study of the social responsibilites of mass communicators ... [being conducted] for the Department of the Church and Economic Life of the National Council of Churches."
The Media In The Network Society
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Author : Gustavo Cardoso
language : en
Publisher: Lulu.com
Release Date : 2006
The Media In The Network Society written by Gustavo Cardoso and has been published by Lulu.com this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Reference categories.
In the Network Society the development of a new communicational model has been taking shape. A communicational model characterized by the fusion of interpersonal communication and mass communication, connecting audiences and broadcasters under a hypertextual matrix linking several media devices. The Networked Communication model is the informational societies communication model. A model that must be understood also in its needed literacies for building our media diets, media matrixes and on how it's changing the way autonomy is managed and citizenship exercised in the Information Age. In this book Gustavo Cardoso develops an analysis that, focusing on the last decade, takes us from Europe to North America and from South America to Asia, combining under the framework of the Network Society a broad range of scientific perspectives from Media Studies to Political Science and Social Movements theory to Sociology of Communication.
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.
Commercial Culture
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Author : Leo Bogart
language : en
Publisher: Oxford University Press, USA
Release Date : 1995
Commercial Culture written by Leo Bogart and has been published by Oxford University Press, USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Business & Economics categories.
This critique of the American commercial media comes from a writer who has wide experience in both the media business and in academia. Bogart explores how commercial demands affect the substance and form of American media, and argues that the future of the
