Rising Star Ambush Marketing Book by Soren Johannsen
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Rising Star Ambush Marketing

Rising Star Ambush Marketing


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About the Book

Bachelorarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Christian-Albrechts-Universität Kiel (Marketing), Sprache: Deutsch, Abstract: Ambush Marketing im Rahmen der Kommunikationspolitik von Unternehmen Sponsoring? - Das kennt jeder, den man fragt. Ambush Marketing? - In einer persönlich durchgeführten Umfrage unter 30 Studenten unterschiedlichen Alters, Geschlechts und Studiengangs ist die positive Antwort bzgl. der Bekanntheit bei 10%. Diese Tendenz lässt schon auf eine Art Schattendasein der in der Arbeit untersuchten Kommunikationsstrategie von Unternehmen schließen. Letztlich ist Ambush Marketing vor allem Eins: eine logische Konsequenz. Sponsoring ist in den letzten Jahren immer bedeutender für die Marketingpraxis geworden. So beschreiben Sandler/Shani (1989) noch, dass nur etwa jedes zweite Unternehmen überhaupt Sponsoring betreibt, während es heute in der Unternehmenspraxis allgegenwärtig zu sein scheint. Entsprechend haben sich auch die Aufwendungen für Sponsoring von Unternehmen bei Veranstaltungen entwickelt: Am Beispiel des vom IOC entwickelten TOP Programmes, welches Exklusivsponsoren der Olympischen Spielen innehat, ist ein immer steigender Umsatz zu beobachten, der für die Olympischen Spiele 2012 in London bereits die Grenze von einer Milliarde Dollar überstiegen hat (vgl. MacIntosh et al. 2012, S. 43). An diesem Punkt - der wachsenden Bedeutung von Sponsoring - knüpft das Ambush Marketing als Instrument der Kommunikationspolitik des Marketing-Mixes an. Ambush (deutsch: Hinterhalt, Überfall) Marketing kann als eine Marketingmaßnahme gesehen werden, die sich die mediale Aufmerksamkeit einer Großveranstaltung zu Nutze macht, um die eigene Werbebotschaft zu verbreiten, ohne dabei selbst offizieller Sponsor jener Veranstaltung zu sein (vgl. McKelvey 1994, S. 20). Als eine Unterform vom Guerilla-Marketing, das sich durch einen möglichst geringen Mitteleinsatz als Resultat eine möglichst große Werbewirkung er


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Product Details
  • ISBN-13: 9783656699200
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Wege zur erfolgreichen Kommunikationsstrategie
  • Width: 148 mm
  • ISBN-10: 3656699208
  • Publisher Date: 22 Jul 2014
  • Height: 210 mm
  • No of Pages: 54
  • Spine Width: 3 mm
  • Weight: 132 gr


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