Author Archive

Categories: Media Simulator

Geschützt: Case Dove 2004

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Categories: Campaign Analysis

Geschützt: Case Kneipp

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Categories: Campaign Analysis, Media Simulator

Unpimp your ride (VW)

Do you know Helga?
She’s an over-the-top parody of a German nightclubbing valkyrie presenting the new VW GTI in her German accent.

Here’s the case of VW Americas viral campaign „unpimp your ride“ from 2006. The campaign, created together with the advertising agency Crispin Porter + Bogusky (Miami) sought to get tuner culture back on track, and reassert the dominance of German Engineering.

The point of the campaign is to contrast the GTI with gawdy tuner cars created at after-market shops.

Categories: Campaign Analysis

Geschützt: bigFM Experience Tour

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Categories: Campaign Analysis

Geschützt: IKEA

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Categories: Campaign Analysis

Geschützt: case H&M – M by Madonna

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Categories: Campaign Analysis

Geschützt: Case Apollinaris Active +

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Categories: Report, Seminar SS08

Geschützt: meeting report 16.06.2008

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Categories: Seminar SS08

Evaluation of the suitability of different media instruments concidering their attributes and purposes.

Thanks for your participation at the questionair. You can find the evaluation results of the suitability of different media instruments in the attached file.

Katrin & Nicole

questionnair_auswertung1.pdf

Categories: Presentations, Seminar SS08

Network effects (externalities)

What are Network effects?

A product displays positive network effects if more usage of the product by any user increases the product’s value for other users (and sometimes all users). Although network effects and network externalities differ from each other, and the two terms are still used interchangeably. The interchangeable use of the terms is caused by the theory which underlines that network effects were developed to study network externalities, but strictly speaking network effects is a more general concept than network externalities.  If consumers are willing to pay more because of an expected rising number of network participants, a so-called network effects appears.

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