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Verlag: GRIN Verlag, 2008
ISBN 10: 3640205715ISBN 13: 9783640205714
Anbieter: AHA-BUCH GmbH, Einbeck, Deutschland
Buch
Taschenbuch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - Bachelorarbeit aus dem Jahr 2007 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, Ruhr-Universität Bochum (IfM - Institu für Medienwissenschaft), Sprache: Deutsch, Abstract: Verfassungsmarketing sieht sich als 'Königsweg'1 im Zielgruppendschungel, der gleichzeitig dessen Ende einläuten will. Denn Ziel soll sein es, das Manko auszugleichen, was traditionelle und auch neuere Ansätze von Zielgruppenmodellen nicht vermochten, nämlich die höhere Differenzierung zwischen potenziellen Nutzerprofilen einer Marke bzw. Produkt bzw. Medienformat und damit eine zielgenauere Ansprache. Traditionelle und auch neuere Modelle wie die des soziodemographischen, verhaltensorientierten oder psychografischen differenzieren oft nicht genug zwischen den einzelnen Nutzerprofilen, womit wertvolle Informationen verloren gehen können und potenzielle Nutzer nicht angesprochen werden. Des Weiteren sind diese Modelle nicht mehr zeitgemäß aufgrund der zunehmen-den Individualisierung der heutigen Gesellschaft und deren gleichzeitigen Eintauchen in verschiedene Lebenswelten, verbunden mit einer Pluralisierung von Lebensstilen sowie der Ausgestaltung größerer und komplex verflechteter Netzwerke zwischen Familien, Freunden, Peer-Groups, Beruf etc. als es noch früher der Fall war.
Verlag: GRIN Verlag, 2009
ISBN 10: 3640238176ISBN 13: 9783640238170
Anbieter: AHA-BUCH GmbH, Einbeck, Deutschland
Buch
Taschenbuch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - Project Report from the year 2008 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: B (= very good), The Royal Institute of Technology (JMK - Department of Journalism, Media and Communication), course: Method Project Course, language: English, abstract:The research question I am interested in is concerned to the generation 50plus: How is the generation 50plus perceived in German social magazines and to what extend are their needs served by the published ads in those magazines, i.e. how is the generation 50plus addressed by the (advertising) industry I have chosen this topic, since it is of a current importance in the discussion of media target groups beyond the border of the standardized definition of the alleged relevant target group for advertisers in the age of 1449 years. Especially the 50- to 64-year age group is more brand than price orientated. That means they have no problem to pay more for higher quality, to expand more for fashion, cosmetics and luxury articles, to wine and dine and to go out to theatres, cinemas or concerts quite often. It is estimated that the generation 50plus (also called »Best Ager«) has a spending power about the half of the purchasing power potential in Germany circa 90 billion Euros and an above-averaged propensity to consume. Therefore their spending power is four times higher than that of average households. Furthermore nowadays the target group of the generation 50plus spans already 30 billion citizens in Germany. The share of the Best Ager of all Germans will increase from currently 37 percent to 50 percent by 2050. These data clarify why »the aged« became to a central economic factor in Germany (but for example also in USA and UK, where their relevance and potential has been recognized some years earlier) and claims for a rethinking in marketing strategies. To investigate the research question I am going to combine a qualitative and quantitative method discourse analysis and content analysis. I will use the discourse analysis to study how the generation 50plus is described in previous articles (i.e. from older issues) in German social magazines (Focus, Der Spiegel etc.) and with what meanings, needs and values is it connoted. If necessary, I will translate the analysed articles in English, but one should be conscious of the possibility, that a deeper meaning can get lost with the translation. The content analysis is used to study whether the needs and values of the generation 50plus are served by ads from those magazines I have analysed already before with the discourse analysis, i.e. ads in above mentioned social magazines. For this I will use one current issue per magazine and analyse all represented ads.
Verlag: GRIN Verlag, 2009
ISBN 10: 3640449207ISBN 13: 9783640449200
Anbieter: AHA-BUCH GmbH, Einbeck, Deutschland
Buch
Taschenbuch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - Master's Thesis from the year 2009 in the subject Communications - Movies and Television, grade: A ('excellent'), Stockholm University (JMK - Department of Journalism, Media and Communication), language: English, abstract: In this study the television crime series »Dexter« is analysed in its significance to create a feeling of sympathy for a serial killer that is here exemplified by the analyses of the title character and protagonist Dexter Morgan. Deriving from this apparently contradictory presumption the main objective of the study is thereby to examine to what extent the conception of the series and its form of representation contribute to this alleged effect and which media devices can be considered for this purpose.As a starting point the theories of social constructionism and frame theory are to be analysed to show what we know and how we gain our knowledge about crime and criminals from the real life and those in fictional narratives. The achieved findings of current media frames of serial killers in fiction and non-fiction reveal that there are differences in the representation of serial killers in the mass media, but the tools which are used to establish those frames are comparable.Further, by reconciling these existing frames with the frame the series »Dexter« generates of a serial killer a range of variations are identifiable. The main finding is that the form of representation often violates genre expectations of the audience and also hitherto familiar frames of serial killers are questioned by the series' concept and challenges the viewer in some way in order to promote an effect of sympathy. Due to the quite innovative character of the series its investigation might provide new input in the field of media and film studies of television crime narratives.Key words:crime series, Dexter, serial killer, sympathy, social constructionism, frame theory, media frames.
Verlag: GRIN Verlag, 2009
ISBN 10: 3640238176ISBN 13: 9783640238170
Anbieter: Buchpark, Trebbin, Deutschland
Buch
Zustand: Sehr gut. 3. 52 Seiten 4985584/1 Altersfreigabe FSK ab 0 Jahre Taschenbuch, Größe: 14.8 x 0.3 x 21 cm.
Verlag: GRIN Verlag, 2009
ISBN 10: 3640449207ISBN 13: 9783640449200
Anbieter: Buchpark, Trebbin, Deutschland
Buch
Zustand: Sehr gut. 4. 60 Seiten 5945694/1 Altersfreigabe FSK ab 0 Jahre Taschenbuch, Größe: 14.8 x 0.4 x 21 cm.
Verlag: GRIN Verlag, 2008
ISBN 10: 3640198980ISBN 13: 9783640198986
Anbieter: Buchpark, Trebbin, Deutschland
Buch
Zustand: Sehr gut. 3. 68 Seiten 4835408/1 Altersfreigabe FSK ab 0 Jahre Taschenbuch, Größe: 14.8 x 0.4 x 21 cm.
Verlag: GRIN Verlag, 2008
ISBN 10: 3640198980ISBN 13: 9783640198986
Anbieter: Buchpark, Trebbin, Deutschland
Buch
Zustand: Sehr gut. 3. 68 Seiten Gepflegter, sauberer Zustand. 4835408/2 Altersfreigabe FSK ab 0 Jahre Taschenbuch, Größe: 14.8 x 0.4 x 21 cm.