Product Placement in Spielfilmen by Florian Saeftel
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Product Placement in Spielfilmen

Product Placement in Spielfilmen


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About the Book

Diplomarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Wirtschaftsuniversität Wien (Institut für Marketing-Management), Veranstaltung: Marketing-Management, Sprache: Deutsch, Abstract: Die stetig zunehmende Marktsättigung und Verbraucherreaktanz im Bereich traditioneller Werbung hat in den vergangenen Jahrzehnten zur Entwicklung neuartiger Marketinginstrumente geführt, die diese Widerstände überwinden sollen. Product Placement hat sich dabei aufgrund seiner subtilen Wirkungsweise als besonders erfolgreiche Methode zur Beeinflussung der Markenwahrnehmung etabliert, wobei sein Einsatz in der Praxis allerdings oft nur intuitiv und unkoordiniert erfolgt. Die vorliegende Arbeit hat zum Ziel, Marketing Managern einen ganzheitlichen Zugang zum Einsatz von Product Placement in Filmen an die Hand zu geben. Hierzu wurde neben der Darstellung von Marktsituation und Rechtslage auch eine Untersuchung der verschiedenen Erscheinungsformen in der Praxis vorgenommen. Darüber hinaus werden die mit dem Instrument verbundenen Chancen und Risiken diskutiert. Im Anschluss an die Darstellung der theoretischen Konzepte wird der prozessuale Ablauf aus Unternehmenssicht anhand einer konkreten Fallstudie analysiert, die alle Phasen der spektakulären Produktplatzierung des BMW Z3 Roadsters im Film Golden Eye umfassend beleuchtet. Abschließend werden aus den empirischen Befunden der Fallstudie generelle Handlungsempfehlungen an Unternehmen abgeleitet, die sie beim Einsatz von Product Placement unterstützen sollen.


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Product Details
  • ISBN-13: 9783656098065
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3656098069
  • Publisher Date: 11 Jan 2012
  • Height: 210 mm
  • No of Pages: 126
  • Series Title: German
  • Weight: 227 gr


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