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Wirkungen von Drehbanden als innovative Form der Bandenwerbung

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  • Sander, Matthias

Abstract

Drehbanden stellen eine interessante Alternative zu herkömmlichen statischen Banden im Rahmen der Sportwerbung dar. Wie gezeigt werden konnte, gehen von Ihnen besondere werbliche Effekte bei entsprechendem Einsatz dieser Drehbanden aus. Insbesondere bei überregional bedeutsamen bzw. internationalen Sportereignissen, welche in voller Länge im Fernsehen übertragen werden, ergeben sich sinnvolle Einsatzmöglichkeiten dieses Kommunikationsinstrumentes. Abzuwägen bleibt allerdings die Preis-Leistungs- bzw. Preis-Werbewirkungsrelation zwischen statischen Banden und Drehbanden.

Suggested Citation

  • Sander, Matthias, 2002. "Wirkungen von Drehbanden als innovative Form der Bandenwerbung," Discussion Papers, Series I 320, University of Konstanz, Department of Economics.
    • Handle: RePEc:zbw:kondp1:320
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    1. Nufer, Gerd, 1998. "Event-Sponsoring: Am Beispiel der Fußball-Weltmeisterschaft 1998 in Frankreich ; Kritik und Implikationen für die Praxis," Tübinger Diskussionsbeiträge 151, University of Tübingen, School of Business and Economics.
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