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Handbuch Instrumente der Kommunikation pp 203–216Cite as

Einsatz des Product Placement für die Marketingkommunikation

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Zusammenfassung

Product Placement ist die gezielte Darstellung kommerzieller Inhalte, beispielsweise von Markenprodukten in unterschiedlichen Medien. In den letzten Jahrzehnten hat sich Product Placement zu einem etablierten Kommunikationsinstrument entwickelt, das heute insbesondere bei Spielfilmen in vielen Fällen eine ernstzunehmende Rolle bei der Finanzierung der Produktionen darstellt. Der Beitrag beschreibt die Entwicklung, Formen und Zielsetzungen des Product Placements sowie dessen Wirkungsweise und die Variablen des Einflusses auf einen erfolgreichen Einsatz für die Marketingkommunikation.

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Author information

Authors and Affiliations

  1. Lehrstuhl für Betriebswirtschaftslehre, Privatuniversität Schloss Seeburg, Seekirchen/Wallersee, Österreich

    Arnold Hermanns

  2. VirtuoSys GmbH, München, Deutschland

    Fritjof Lemân

Authors
  1. Arnold Hermanns
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  2. Fritjof Lemân
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Correspondence to Arnold Hermanns .

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Editors and Affiliations

  1. Universität Basel, Basel, Switzerland

    Manfred Bruhn

  2. EBS Business School, Oestrich-Winkel, Hessen, Germany

    Franz-Rudolf Esch

  3. Bergische Universität Wuppertal, Wuppertal, Germany

    Tobias Langner

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Hermanns, A., Lemân, F. (2016). Einsatz des Product Placement für die Marketingkommunikation. In: Bruhn, M., Esch, FR., Langner, T. (eds) Handbuch Instrumente der Kommunikation. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-04655-2_9

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  • DOI: https://doi.org/10.1007/978-3-658-04655-2_9

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-04654-5

  • Online ISBN: 978-3-658-04655-2

  • eBook Packages: Business and Economics (German Language)

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