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Audio Branding meets Ambush Marketing

  • Nufer, Gerd
  • Hirt, Rainer
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    Ambush Marketing ist die Vorgehensweise von Unternehmen, dem Publikum eines Sport-Events durch Marketingmaßnahmen eine autorisierte Verbindung zu diesem Event zu signalisieren, obwohl die betreffenden Unternehmen keine Vermarktungsrechte an dieser Veranstaltung besitzen. Ambushed Audio Branding kennzeichnet dabei alle auditiven Ambush-Marketing-Maßnahmen im Rahmen von Sport-Events. Die auditiven Botschaften können dabei elektroakustisch, verbal oder instrumental-akustisch in Szene gesetzt werden. An der ESB Business School der Hochschule Reutlingen wurde in Kooperation mit der Konstanzer Audio-Branding-Agentur audity eine empirische Untersuchung zur Markenwahrnehmung im Rahmen einer TV-Sportübertragung durchgeführt. Ziel dieser Studie war es, die Effektivität integrierter Fremdmarken in TV-Sportübertragungen hinsichtlich ihrer visuellen und akustischen Positionierung zu testen. Insgesamt wurden rund 200 Probanden im Rahmen einer quantitativen und qualitativen Studie befragt. Der folgende Beitrag gibt die zentralen Untersuchungsergebnisse wieder und leitet daraus Handlungsempfehlungen ab.

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    Paper provided by Reutlingen University, ESB Business School in its series Reutlingen Working Papers on Marketing & Management with number 2011-12.

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    Date of creation: 2011
    Date of revision:
    Handle: RePEc:zbw:esbwmm:201112
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