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Erlösoptimierung im Free TV

Erlösoptimierung im Free TV

Christopher Uhl

89,49 €
IVA incluido
Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2012
Materia
Sociedad y cultura: general
ISBN:
9783639398250
89,49 €
IVA incluido
Disponible
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Inhaltlich unveränderte Neuauflage. Wegen der bislang angespannten Wirtschaftslage in Deutschland ist der Werbemarkt im Jahr 2001 eingebrochen und stagniert seither. Um dieser Entwicklung entgegenzuwirken, suchen die deutschen Rundfunkunternehmen nach neuen Möglichkeiten zur Umsatz- und Gewinnsteigerung. Im vorliegenden Buch sollen die Ziele, Ansätze und Probleme der Erlösoptimierung aus der Sicht der Free TV-Anbieter genauer betrachtet werden. Da die Werbung die wichtigste Einnahmequelle der Free TV-Sender darstellt, wird hierauf schwerpunktmäßig eingegangen, wobei u.a. erlösoptimierende Maßnahmen im Rahmen von Yield Management, Ansätze zur Auslastungserhöhung sowie Sonderwerbeformen berücksichtigt werden. Die erläuterten Kennzahlen der Werbezeitenvermarktung bieten eine schnelle Information über die wirtschaftliche Situation und erleichtern den Vergleich und die Bewertung werbestrategischer Aktivitäten. Daneben werden aber auch neue Erlösquellen abseits der Werbung vorgestellt.

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