Ambush Marketing bei Fußballgroßereignissen by Benjamin Hoffmann
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Ambush Marketing bei Fußballgroßereignissen

Ambush Marketing bei Fußballgroßereignissen


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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Westfälische Wilhelms-Universität Münster (IfK (Institut für Kommunikationswissenschaft)), Sprache: Deutsch, Abstract: Diese Hausarbeit soll kritisch beäugen, mit welchen kreativen Maßnahmen Ambush Marketing während der FIFA Fußball-Weltmeisterschaften 2006 für mehr Aufmerksamkeit gesorgt hat, welche Parallelen zum Sponsoring zu ziehen sind und welche Chancen und Risken Ambush Marketing mit sich bringt. Zudem wird versucht, die Wirkungsweise der beiden Marketing-Maßnahmen aufzuzeigen. Viele internationale, sportliche Großereignisse wie die FIFA Fußball-Weltmeister-schaft oder die Olympischen Spiele bieten eine optimale Plattform für Sponsoring zahlreicher Unternehmen, denn die Zielgruppenansprache findet für das Unter-nehmen in einem attraktiven sportlichen Rahmen statt. Firmen weltweit geben zusammen mehrere Milliarden Euro pro Jahr aus, um für solche Events als Sponsor auftreten zu können und um die mediale Aufmerksamkeit für Werbezwecke in eigener Sache zu nutzen, denn mehrere Millionen Menschen schauen bei solch einem Event zu. Die Veranstalter versuchen attraktive Sponsoring-Pakete zu schnüren, um eine Finanzierung des Events zu gewährleisten und grüne Zahlen zu schreiben.


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Product Details
  • ISBN-13: 9783668459564
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Spine Width: 2 mm
  • Weight: 100 gr
  • ISBN-10: 3668459568
  • Publisher Date: 12 Jul 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Wie versucht Ambush Marketing während der FIFA Fußball-Weltmeisterschaft 2006 beim Zuschauer für Aufmerksamkeit zu sorgen?
  • Width: 148 mm


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