Multimedial Exploitation of Brands

Production and marketing alliances in the environment of offerings for children were analysed from the perspective of media economics to form the framework. Building on this, specially selected regimes of symbolism in the media and brands, as offered in the context of television entertainment, were analysed. The product analyses were augmented by both quantitative and qualitative reception studies. The results formed the basis for conceptual considerations on the creation of materials for media teaching. The investigation was finished in Spring 2004 and the results were published in the journal series of the LPR Hessen (The Regulatory Authority for Commercial Broadcasting in Hessen: (www.lpr-hessen.de/markenzeichen/index. htm).

Alongside further assessments and talks from this study, the Institute is currently preparing further investigations, which will engage particularly with the strong growth in the significance of online communication in cross-media marketing.