Handbuch Werbung:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | German |
| Veröffentlicht: |
Münster
LIT
2004
|
| Schriftenreihe: | Medienpraxis
5 |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 317 S. graph. Darst. |
| ISBN: | 3825875407 |
Internformat
MARC
| LEADER | 00000nam a2200000 cb4500 | ||
|---|---|---|---|
| 001 | BV017874213 | ||
| 003 | DE-604 | ||
| 005 | 20190110 | ||
| 007 | t | ||
| 008 | 040217s2004 gw d||| |||| 00||| ger d | ||
| 016 | 7 | |a 97012354X |2 DE-101 | |
| 020 | |a 3825875407 |9 3-8258-7540-7 | ||
| 035 | |a (OCoLC)237864503 | ||
| 035 | |a (DE-599)BVBBV017874213 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a ger | |
| 044 | |a gw |c DE | ||
| 049 | |a DE-1050 |a DE-859 |a DE-739 |a DE-1051 |a DE-1102 |a DE-824 |a DE-M472 |a DE-19 |a DE-91 |a DE-1047 |a DE-703 |a DE-12 |a DE-M468 |a DE-29 |a DE-473 |a DE-N2 |a DE-521 |a DE-634 |a DE-355 |a DE-20 |a DE-188 |a DE-2070s | ||
| 084 | |a AP 17200 |0 (DE-625)6999: |2 rvk | ||
| 084 | |a GD 8944 |0 (DE-625)38922: |2 rvk | ||
| 084 | |a QP 630 |0 (DE-625)141916: |2 rvk | ||
| 084 | |a 650 |2 sdnb | ||
| 084 | |a WIR 840b |2 stub | ||
| 245 | 1 | 0 | |a Handbuch Werbung |c Siegfried J. Schmidt (Hg. für die Münsteraner Arbeitsgruppe Werbung). Unter Mitarb. von Maik Gizinski ... |
| 246 | 1 | 3 | |a Werbung |
| 264 | 1 | |a Münster |b LIT |c 2004 | |
| 300 | |a 317 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 1 | |a Medienpraxis |v 5 | |
| 650 | 0 | 7 | |a Werbung |0 (DE-588)4065541-6 |2 gnd |9 rswk-swf |
| 655 | 7 | |0 (DE-588)4066724-8 |a Wörterbuch |2 gnd-content | |
| 689 | 0 | 0 | |a Werbung |0 (DE-588)4065541-6 |D s |
| 689 | 0 | |5 DE-188 | |
| 700 | 1 | |a Schmidt, Siegfried J. |d 1940- |e Sonstige |0 (DE-588)118608924 |4 oth | |
| 700 | 1 | |a Gizinski, Maik |e Sonstige |4 oth | |
| 830 | 0 | |a Medienpraxis |v 5 |w (DE-604)BV013841989 |9 5 | |
| 856 | 4 | 2 | |m Digitalisierung UB Regensburg |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010723560&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-010723560 | ||
Datensatz im Suchindex
| _version_ | 1804130546424479744 |
|---|---|
| adam_text | Inhalt
Werbung beobachten. Eine
Einleitung................................... 15
Auftragsphase .............................25
Unternehmen........................................................27
Unternehmenskultur.....................................................27
Unternehmenskommunikation 30
Marktkommunikation...................................................31
Integrierte Unternehmenskommunikation.......................33
Marketing 33
Marketing-Mix
.............................................................34
Kommunikations-Politik................................................35
Produkt-Politik.............................................................37
Preis-Politik.................................................................37
Distributions-Politik......................................................38
Werbebudget 39
Produkt/Marke.....................................................41
Produktlebenszyklus.....................................................41
Marktanalyse..............................................................41
Markfbreite.................................................................43
Marktpotential............................................................43
Marktanteil.................................................................44
Marke........................................................................45
Markendefinitionen.....................................................46
Markenfunktionen.......................................................47
Markendesign.............................................................49
Markenidentität...........................................................50
Markenimage.............................................................50
Image........................................................................51
Familienmarkenstrategie..............................................54
Positionierung.............................................................54
USP...........................................................................55
UAP...........................................................................56
Ме
-Too
.......................................................................56
Relaunch
.....................................................................57
Investitionsstrategien 58
Antizyklische Werbung..................................................58
Prozyklische Werbung...................................................59
Agenturen..............................................................59
Full-Service-Agenturen..................................................60
Hot Spots....................................................................61
Handlungs rollen 62
Art
Director
..................................................................62
Creative Director
..........................................................62
Art
Buyer
.....................................................................63
Texter..........................................................................64
Kommunikation/Kundenkontakt 65
Briefing
.......................................................................65
Account-Management..................................................
66
Traffic
.........................................................................67
Abrechnungsmodelle 67
Rabatte 69
Mengenrabatte............................................................70
Mediara
batte...............................................................
70
Werbe
iniţiaţi
ven
..................................................71
Sammelwerbung..........................................................71
Verbundwerbung..........................................................72
Gemeinschaffswerbung................................................73
Non-profit-Werbung/Social-Advertising..........................73
Produktion von
Werbemedienangeboten................. 77
Werbekampagne.........................................................79
Ma
rktf
о
rsch
υ η
g....................................................
79
Trendanalyse
...............................................................81
Trendforschung............................................................81
Verbraucherpanel........................................................82
AG.MA (Arbeitsgemeinschaft Media-Analyse e.V.)...........83
AWA (Allensbacher
Werbeträger
Analyse)
......................85
GfK
(Gesellschaft für Konsumforschung)).......................86
IVW
(Informationsverband zur Feststellung der
Verbreitung von Werbeträgern e.V.)..............................87
Nielsen Marketing.......................................................88
Werbe
konzepti on
................................................89
Copy-Strategie............................................................90
Werbestrategie............................................................91
Kontinuität..................................................................92
Tonality
......................................................................93
Werbeziel...................................................................94
Advotainment.............................................................97
Advocacy Advertising...................................................
97
Slice-of-Life-Strategie...................................................98
Social-Pressure-Strategie..............................................99
Testimonial
.................................................................99
Anker.......................................................................101
Appell......................................................................101
Bumerang-Effekt.......................................................103
Consumer-Benefit
.....................................................104
Reason Why
..............................................................105
Aufmerksamkeit........................................................106
Ästhetisierung........................................................... 107
Emotionalisierung......................................................109
Erotik.......................................................................110
Humor..................................................................... 111
Werbeformen...................................................... 112
Absatzwerbung..........................................................115
Abwehrwerbung........................................................118
Einführungswerbung..................................................118
Kundenclub..............................................................119
MonoVMixkampagne................................................120
Verkaufsförderung.....................................................120
After-Sales-Marketing................................................123
Bartering..................................................................124
Merchandising..........................................................125
Product Placement.....................................................
126
Sponsoring...............................................................128
Schleichwerbung.......................................................129
Unterschwellige Werbung...........................................130
We
rbe
m
¡tte
I
........................................................131
Print
132
Anzeigen...................................................................132
Inselanzeigen.............................................................134
Beilagen....................................................................134
Supplement...............................................................135
Prospekt....................................................................136
Rundfunk und Film 137
Hörfunkspot...............................................................138
Fernsehspot...............................................................139
Infomercial................................................................141
Kinospot....................................................................141
Online 143
Banner......................................................................143
Portalwerbung...........................................................144
Pop-Up.....................................................................144
Spam........................................................................145
Point-of-Sale (PoSJ/Point-of-Purchase (PoP) 146
Display......................................................................146
Direkt-Marketing 147
Direktwerbung...........................................................149
Business-to-Business-Werbung....................................151
Business-to-Consumer-Werbung.................................152
Call-Center...............................................................152
Haushaltswerbung......................................................154
Door-in-the-Face-Prinzip.............................................156
Foot-in-the-door-Technik............................................156
Werbesendungen.......................................................157
Werbegeschenk.........................................................158
Werbebrief................................................................159
Werbegestaltungsprozess.....·.........................161
Werbesti!...................................................................162
Layout.......................................................................163
Storyboard.................................................................164
Produktinformation.....................................................165
Schriftklassifikation.....................................................165
Jingles
......................................................................167
Akronym...................................................................167
Kontrasteffekt............................................................168
Reihenfolgeeffekt.......................................................168
Konzepttest...............................................................169
Distribution................................171
Media......................................................................173
Media-Agentur/Media-Abteilung................................173
Media-Planung.........................................................174
Media-Strategie........................................................ 175
Streuung...................................................................177
Werbedruck..............................................................178
Infermedia-Vergleich.................................................178
Intramedia-Selektion..................................................179
Media-Analyse 180
Media-Analyse/MA....................................................180
Verbraucher-Analyse (VA)...........................................182
Tausender-Preise 182
Tausend-Auflage-Preis...............................................183
Tausend-Nutzer-Preis.................................................184
Tausend-Kontakte-Preis.............................................184
Evaluierungsprogramme 185
Werbeträger.......................................................186
Massenmedien..........................................................187
Außenwerbung 189
Dauerwerbung..........................................................190
Plakat.......................................................................190
Ganzstelle................................................................192
Großfläche...............................................................192
City-Light-Poster........................................................193
Verkehrsmittelwerbung...............................................194
Printwerbung 194
Zeitung.................................................................... 194
Kaufzeitung...............................................................196
Special-Interest-Zeitschriften.......................................197
Adressbuchwerbung..................................................
Ì
98
Rundfunk und Film 199
Duales
Rundfunksystem..............................................199
Hörfunk.....................................................................200
Fernsehen.................................................................203
Werbefilm.................................................................204
Industriefilm...............................................................207
Neue Medien 208
Multimedia................................................................209
Internet
-Advertising
.....................................................210
Events/Messen 212
Event-Marketing.........................................................212
Ausstellungen............................................................213
Rezeption ..................................219
Selektive Wahrnehmung.............................................219
Werbeflut..................................................................222
Zielgruppen ........................................................222
Internationale Zielgruppen..........................................224
Konsumententypologie...............................................225
Smart
Shopper
...........................................................227
Bezugsgruppe............................................................227
Kinderwerbung..........................................................228
Reichweite 229
Nettoreichweite..........................................................230
Kontakt.....................................................................231
Kontakthäufigkeit.......................................................232
Durchschnittskontakte.................................................232
Seitenkontakt.............................................................233
Gross
Rating Point (GRP)............................................234
Leser-Blatt-Bindung....................................................235
Nettowerbeumsatz......................................................235
Werbewirkung....................................................236
Funktionen von Werbung............................................240
Beeinflussung.............................................................243
Kontaktbewertung......................................................245
Methoden 246
Werbetest.................................................................246
Pre-
/Post-Test
..........................................................248
Tracking
...................................................................248
Aided Recall
.............................................................249
Unaided Recall
.........................................................250
Modelle 251
S-R-Modell
...............................................................251
S-O-R-Modell
...........................................................252
AIDA
........................................................................253
Arousal-Modell
.........................................................254
Uses-and-Gratifications Approach
..............................256
Response
..................................................................257
Risikomodell
.............................................................258
Verarbeitung..............................261
Konsumentscheid......................................................263
Kaufverhalten............................................................263
Kaufentscheidung......................................................264
E
rf
olgskontrolle.................................................265
Effizienz/Effektivität....................................................267
Werbeerfolg.............................................................268
Share-of-Advertising (SoA).........................................269
AdServer...................................................................270
Werbeforschung................................................271
Werbekritik...............................................................272
Werberecht.........................................................274
Werbefreiheit............................................................275
Werberestriktionen....................................................276
Werbeverbot.............................................................277
Gesetz gegen unlauteren Wettbewerb (UWG)..............279
Vergleichende Werbung.............................................280
Irreführende Werbung...............................................282
Werbezeif.................................................................284
Rabattgesetz.............................................................285
Verbände.............................................................286
ADC (Art Directors
Club für Deutschland e.V.)..............286
Berufsverband der Verkaufsförderer und Trainer e.V.
(BDVT)......................................................................287
BDW (Deutscher Kommunikationsverband)...................288
DDV (Deutscher Direktmarketing Verband)...................289
Deutscher Werberat...................................................290
GWA (Gesamtverband Werbeagenturen).....................291
ZAW (Zentralverband der deutschen Werbewirtschaff
e.V.)..........................................................................292
Literaturverzeichnis......................295
Internetquellen 308
Index........................................311
|
| any_adam_object | 1 |
| author_GND | (DE-588)118608924 |
| building | Verbundindex |
| bvnumber | BV017874213 |
| classification_rvk | AP 17200 GD 8944 QP 630 |
| classification_tum | WIR 840b |
| ctrlnum | (OCoLC)237864503 (DE-599)BVBBV017874213 |
| discipline | Allgemeines Germanistik / Niederlandistik / Skandinavistik Wirtschaftswissenschaften |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01817nam a2200445 cb4500</leader><controlfield tag="001">BV017874213</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20190110 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">040217s2004 gw d||| |||| 00||| ger d</controlfield><datafield tag="016" ind1="7" ind2=" "><subfield code="a">97012354X</subfield><subfield code="2">DE-101</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">3825875407</subfield><subfield code="9">3-8258-7540-7</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)237864503</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV017874213</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">ger</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">gw</subfield><subfield code="c">DE</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-1050</subfield><subfield code="a">DE-859</subfield><subfield code="a">DE-739</subfield><subfield code="a">DE-1051</subfield><subfield code="a">DE-1102</subfield><subfield code="a">DE-824</subfield><subfield code="a">DE-M472</subfield><subfield code="a">DE-19</subfield><subfield code="a">DE-91</subfield><subfield code="a">DE-1047</subfield><subfield code="a">DE-703</subfield><subfield code="a">DE-12</subfield><subfield code="a">DE-M468</subfield><subfield code="a">DE-29</subfield><subfield code="a">DE-473</subfield><subfield code="a">DE-N2</subfield><subfield code="a">DE-521</subfield><subfield code="a">DE-634</subfield><subfield code="a">DE-355</subfield><subfield code="a">DE-20</subfield><subfield code="a">DE-188</subfield><subfield code="a">DE-2070s</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">AP 17200</subfield><subfield code="0">(DE-625)6999:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">GD 8944</subfield><subfield code="0">(DE-625)38922:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 630</subfield><subfield code="0">(DE-625)141916:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">650</subfield><subfield code="2">sdnb</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">WIR 840b</subfield><subfield code="2">stub</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Handbuch Werbung</subfield><subfield code="c">Siegfried J. Schmidt (Hg. für die Münsteraner Arbeitsgruppe Werbung). Unter Mitarb. von Maik Gizinski ...</subfield></datafield><datafield tag="246" ind1="1" ind2="3"><subfield code="a">Werbung</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Münster</subfield><subfield code="b">LIT</subfield><subfield code="c">2004</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">317 S.</subfield><subfield code="b">graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="1" ind2=" "><subfield code="a">Medienpraxis</subfield><subfield code="v">5</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="0">(DE-588)4066724-8</subfield><subfield code="a">Wörterbuch</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Werbung</subfield><subfield code="0">(DE-588)4065541-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-188</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Schmidt, Siegfried J.</subfield><subfield code="d">1940-</subfield><subfield code="e">Sonstige</subfield><subfield code="0">(DE-588)118608924</subfield><subfield code="4">oth</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Gizinski, Maik</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="830" ind1=" " ind2="0"><subfield code="a">Medienpraxis</subfield><subfield code="v">5</subfield><subfield code="w">(DE-604)BV013841989</subfield><subfield code="9">5</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Regensburg</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010723560&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-010723560</subfield></datafield></record></collection> |
| genre | (DE-588)4066724-8 Wörterbuch gnd-content |
| genre_facet | Wörterbuch |
| id | DE-604.BV017874213 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:22:45Z |
| institution | BVB |
| isbn | 3825875407 |
| language | German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-010723560 |
| oclc_num | 237864503 |
| open_access_boolean | |
| owner | DE-1050 DE-859 DE-739 DE-1051 DE-1102 DE-824 DE-M472 DE-19 DE-BY-UBM DE-91 DE-BY-TUM DE-1047 DE-703 DE-12 DE-M468 DE-29 DE-473 DE-BY-UBG DE-N2 DE-521 DE-634 DE-355 DE-BY-UBR DE-20 DE-188 DE-2070s |
| owner_facet | DE-1050 DE-859 DE-739 DE-1051 DE-1102 DE-824 DE-M472 DE-19 DE-BY-UBM DE-91 DE-BY-TUM DE-1047 DE-703 DE-12 DE-M468 DE-29 DE-473 DE-BY-UBG DE-N2 DE-521 DE-634 DE-355 DE-BY-UBR DE-20 DE-188 DE-2070s |
| physical | 317 S. graph. Darst. |
| publishDate | 2004 |
| publishDateSearch | 2004 |
| publishDateSort | 2004 |
| publisher | LIT |
| record_format | marc |
| series | Medienpraxis |
| series2 | Medienpraxis |
| spelling | Handbuch Werbung Siegfried J. Schmidt (Hg. für die Münsteraner Arbeitsgruppe Werbung). Unter Mitarb. von Maik Gizinski ... Werbung Münster LIT 2004 317 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Medienpraxis 5 Werbung (DE-588)4065541-6 gnd rswk-swf (DE-588)4066724-8 Wörterbuch gnd-content Werbung (DE-588)4065541-6 s DE-188 Schmidt, Siegfried J. 1940- Sonstige (DE-588)118608924 oth Gizinski, Maik Sonstige oth Medienpraxis 5 (DE-604)BV013841989 5 Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010723560&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Handbuch Werbung Medienpraxis Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)4066724-8 |
| title | Handbuch Werbung |
| title_alt | Werbung |
| title_auth | Handbuch Werbung |
| title_exact_search | Handbuch Werbung |
| title_full | Handbuch Werbung Siegfried J. Schmidt (Hg. für die Münsteraner Arbeitsgruppe Werbung). Unter Mitarb. von Maik Gizinski ... |
| title_fullStr | Handbuch Werbung Siegfried J. Schmidt (Hg. für die Münsteraner Arbeitsgruppe Werbung). Unter Mitarb. von Maik Gizinski ... |
| title_full_unstemmed | Handbuch Werbung Siegfried J. Schmidt (Hg. für die Münsteraner Arbeitsgruppe Werbung). Unter Mitarb. von Maik Gizinski ... |
| title_short | Handbuch Werbung |
| title_sort | handbuch werbung |
| topic | Werbung (DE-588)4065541-6 gnd |
| topic_facet | Werbung Wörterbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010723560&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV013841989 |
| work_keys_str_mv | AT schmidtsiegfriedj handbuchwerbung AT gizinskimaik handbuchwerbung AT schmidtsiegfriedj werbung AT gizinskimaik werbung |