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Emotion Gleich Emotion? Die Emotionale Ansteckung Als Mediator Der Wirkung Individueller Emotionen Auf Das Relationale Und Atmosphärische Eventerleben

K. Lohmann, S. Pyka, C. Zanger
Published 2015 · Art

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Das Eventmarketing hat sich in den letzten Jahren erfolgreich als Instrument zur Realisierung kommunikationspolitischer Ziele etabliert. Durch die erlebnisorientierte Vermittlung von firmen- und/oder produktbezogenen Kommunikationsinhalten im Rahmen eines Marketing-Events konnen Kommunikationsbotschaften nachhaltig im Gedachtnis der Zielgruppe verankert werden. Eventformate wie kollektiv-hedonistische Dienstleistungen (z. B. ein Konzert oder ein Public Viewing Event) verfolgen im Vergleich zum Marketing-Event nicht primar kommunikationspolitische Ziele, sondern sollen einer grosen Anzahl an Personen (Teilnehmern) zur selben Zeit am gleichen Ort vordergrundig Spas und Vergnugen bereiten (vgl. Drenger/Jahn/Gaus 2012, S. 60; Ng/Russell-Bennett/Dagger 2007, S. 474; Zanger/Sistenich 1996, S. 233ff.).
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