Viral Marketing: Wie sie Mundpropaganda gezielt auslösen und Gewinn bringend nutzen, 2. Auflage 383490595X, 9783834905956

Citation preview

Sascha Langner Viral Marketing

Sascha Langner

Viral Marketing Wie Sie Mundpropaganda gezielt auslösen und Gewinn bringend nutzen 2., aktualisierte und erweiterte Auflage

Bibliografische Information Der Deutschen Nationalbibliothek Die Deutsche Nationalbibliothek verzeichnet diese Publikation in der Deutschen Nationalbibliografie; detaillierte bibliografische Daten sind im Internet über abrufbar.

1. Auflage 2005 2., aktualisierte und erweiterte Auflage 2007 Alle Rechte vorbehalten © Betriebswirtschaftlicher Verlag Dr.Th. Gabler | GWV Fachverlage GmbH, Wiesbaden 2007 Lektorat: Barbara Möller Der Gabler Verlag ist ein Unternehmen von Springer Science+Business Media. www.gabler.de Das Werk einschließlich aller seiner Teile ist urheberrechtlich geschützt. Jede Verwertung außerhalb der engen Grenzen des Urheberrechtsgesetzes ist ohne Zustimmung des Verlags unzulässig und strafbar. Das gilt insbesondere für Vervielfältigungen, Übersetzungen, Mikroverfilmungen und die Einspeicherung und Verarbeitung in elektronischen Systemen. Die Wiedergabe von Gebrauchsnamen, Handelsnamen, Warenbezeichnungen usw. in diesem Werk berechtigt auch ohne besondere Kennzeichnung nicht zu der Annahme, dass solche Namen im Sinne der Warenzeichen- und Markenschutz-Gesetzgebung als frei zu betrachten wären und daher von jedermann benutzt werden dürften. Umschlaggestaltung: Nina Faber de.sign, Wiesbaden Druck und buchbinderische Verarbeitung: Wilhelm & Adam, Heusenstamm Gedruckt auf säurefreiem und chlorfrei gebleichtem Papier Printed in Germany ISBN 978-3-8349-0595-6

7IEå3IEåVONåDIESEMå"UCHåAMåBESTENå PROlTIERENå L^ZH^ZkdcY^ZhZb7jX]VbWZhiZcegdÄi^ZgZc 9ZgBZchX]^hiZ^c@dbbjc^`Vi^dchi^Zg#L^Z6[[ZcZ^cVcYZg`gVjaZc!WgVjX]Zc l^g jchZgZ i~\a^X]Z 9dh^h Vc kZgWVaZc HigZ^X]ZaZ^c]Z^iZc/ @aVihX] jcYIgVihX]! YZZ^hicjg\ji!lZccH^ZbZ]g]ZgVjhWZ`dbbZc!VahH^ZgZ^chiZX`Zc# „C^X]i _ZYZ k^gVaZ IV`i^` ^hi [“g _ZYZh JciZgcZ]bZc \aZ^X]ZgbV›Zc \ZZ^\" cZi#L~]aZcH^ZY^ZBZi]dYZcjcYKdg\Z]ZchlZ^hZc!Y^Z[“gY^Z_ZlZ^a^\Z 6jh\Vc\hedh^i^dcYZc\gŽ›iZc:g[da\kZghegZX]Zc#:h^hi^aajhdg^hX]jcY^c" Z[Äo^Zci! _ZYZ Z^coZacZ YZg kdg\ZhiZaaiZcIV`i^`Zc Vj[ _ZYZh >]gZg Egd_Z`iZ VcojlZcYZc# „L^hhZc^hiBVX]i#LZccH^ZY^ZZghiZk^gVaZ@VbeV\cZ^cY^ZEgVm^hjb" \ZhZioi]VWZc!YVcccZ]bZcH^Zh^X]YVh7jX]cdX]Z^cbVakdg#AZhZcH^Z Y^Zoj\Z]Žg^\Zcc[dgbVi^dcheda^i^`jcYEjWa^XGZaVi^dch )#(#) LZ^iZgZbe[Z]ajc\hVcgZ^oZ

)+ ), ), )).

)#) :iVWa^ZgiZ@VbeV\cZc\“iZg[dgbViZdc"jcYd[Å^cZ

*'

+$ FbWdkd]kdZKci[jpkd][_d[hl_hWb[dAWcfW]d[

*#& cX#WgVjX]i>]gZ=^a[Z¹·Z^c6Y\VbZVahk^gVaZ 7'7"@VbeV\cZojg@jcYZc\Zl^ccjc\

&-+

,#&)9ZgLZWad\":[[Z`i·L^Z>chXZcZDca^cZ"IV\ZW“X]Zgcjioi! jbhZ^cZBVg`Zojhi~g`Zc

&.(

,#&*=Vggn=VbWd/Eg~b^ZjcYBVg`Zi^c\iddaoj\aZ^X]· =Veen9^\^ihhiZ^\Zgi7Z`Vcci]Z^ijcY@jcYZcoV]aYjgX] bZ]ghijÄ\Zh6Y\VbZ

&.-

,#&+:^cZÉK^gijZaaZ7V]c[V]gi¹·L^ZY^Z9ZjihX]Z7V]ck^gVaZ :g[da\Zb^iZ^cZb7^aYhX]^gbhX]dcZg[Z^ZgiZ

'%(

å

)NHALTSVERZEICHNIS

,#&,LZ^iZgZbe[Z]ajc\hVcgZ^oZb^iVchiZX`ZcYZb:[[Z`i·:^cZ B^hX]jc\Vjhk^gVaZbLZiihigZ^ijcYcY^k^Yjjbb^ihZ^cZcol^hX]ZcbZchX]a^X]Zc 7Zo^Z]jc\ZcVahL^gi!jbh^X]Z[[Z`i^klZ^iZgojkZgWgZ^iZc# L^X]i^\[“gYVhKZghi~cYc^hkdc9Vl`^chI]Zdg^Z^hi!YVhhZ^cBZbY^ZZ^\Zc" hi~cY^\Z;~]^\`Z^iWZh^ioi!YVhKZg]VaiZcYZh>cY^k^YjjbhhdojkZg~cYZgc!YVhh Zh>c[dgbVi^dchbjhiZglZ^iZgegdeV\^Zgi#9^ZKZgbZ]gjc\jcYKZgWgZ^ijc\YZg BZbZl^gYojYZbYVYjgX]^ciZch^k^Zgi!YVhhY^ZhZol^hX]ZcWZa^ZW^\Zc>cY^k^" YjZcVjh\ZiVjhX]ilZgYZc`ŽccZc!l~]gZcYYZZc!LZgiZ!gZa^\^ŽhZBdi^kZ!BZadY^Zc!BdYZc!L^ioZdYZg Heg^X]lŽgiZglZ^iZg\Z\ZWZcjcYZcil^X`ZacZ^c:^\ZcaZWZc#>cY^k^YjZcV]bZc YVhKZg]VaiZc^]gZgB^ibZchX]ZccVX]jcYhX]V[[ZcYVb^ioj\aZ^X]l^ZYZgjb cZjZKdg\VWZcjcYHiVcYVgYh[“gVcYZgZB^ibZchX]Zc#6jhYZgJcbŽ\a^X]`Z^i! VaaZOjhVbbZc]~c\ZYZhi~\a^X]ZcAZWZchhi~cY^\oj]^ciZg[gV\ZcjcYZg`a~gZc oj`ŽccZc!“WZgcZ]bZcl^g\ZgcZ[gZbYZ:g`a~gjc\ZcjcY7Zhi~i^\jc\Zc[“g jchZg 9Zc`bdYZaa# Cjg Vj[ Y^ZhZLZ^hZ `dcciZc h^X] ]dX]`dbeaZmZ zWZgaZ" WZchhigViZ\^ZcZcil^X`ZacjcY“WZgY^ZhiYZgGZea^`Vi^dchbZX]Vc^hbjhVaaZgY^c\hjckdaa`dbbZc!ZcihiZ]ZcBjiVi^d" cZcZilV^c;dgbkdcYZZÄcYZik^ZaZzWZgig~\ZgjcY bVcX]kZgbZ^cia^X]ZgÉ7g“aaZg¹`dbbic^X]iVc# 6WZglVgjbkZgWgZ^iZch^X]Z^c^\Z>YZZc$BZbZZe^YZb^hX]!VcYZgZc^X]i4

=hkdZbW][dZ[hL[hXh[_jkd]led8ejiY^W\j[d_diep_Wb[dD[jpm[ha[d 9ZgJH"?djgcVa^hiBVaXdabc[dgbVi^dcZcjcYaVhhZcVcYZgZVc^]gZb >ch^YZgl^hhZciZ^a]VWZc#9VWZ^ldaaZch^X]@ZccZglZc^\Zgb^i^]gZbL^hhZc Wg“hiZc!h^Zh^cYk^ZaZ]Zghdo^Vabdi^k^Zgi!ldaaZc^]gZcB^ibZchX]Zc]Za[Zc# 9Vg“WZg]^cVjh\^WiZhZ^cZYZZWZ^ÉKZg`~j[Zgc¹]^c\Z\ZcVj[6WaZ]cjc\! WZZcYZch^Zc^X]icjgYZcKZgWgZ^ijc\hegdoZhhYZg7dihX]V[i!hdcYZgc`ŽccZc ^b:migZb[VaaVjX]Z^cZcZ\Vi^kZKVg^VciZYZgCVX]g^X]i^chAZWZcgj[Zc# Hdo^VaZ @ZiiZcgZV`i^dc! Y^Z oj h^cckdaaZc >c[dgbVi^dchZe^YZb^Zc [“]gZc! hZi" oZcYV]Zg^ciZgZhhVciZjcYkdgVaaZbedh^i^k"VchiZX`ZcYZ7dihX]V[iZckdgVjh# 9^ZhZoj`gZ^ZgZc^hihX]lZg!YVh^X]Y^Z_ZlZ^a^\Z>c[dgbVi^dcojh~ioa^X]hZaWZg Z^ceg~\ZcjcY^cYZcciZgcZi\adWVaVc\ZaZ\i^hi! `dcciZcVi“ga^X]c^ZbVcYVjhYZg6Whi^bbjc\Vjh\ZhX]adhhZclZgYZc# :hYVjZgiZc^X]iaVc\Z!W^hVjX]Z^cYZjihX]Zg;j›WVaa[VckdcYZg6Whi^bbjc\ ]ŽgiZ# :g kZg[VhhiZ Vc hZ^cZ ;gZjcYZ jcY @daaZ\Zc Z^cZc6j[gj[! [“g 9^ZibVg =VbVccojhi^bbZc07Z\g“cYjc\/É>cig^WjiZidi]ZeaVnZgl]dhXdgZYi]ZaVhi \dVa^ci]ZdaYhiVY^jb¹#

!,++ 3
"5 ,"3"3 ,30,+3'"3,5303"3H3"3F/,7$0F3" 313

3+T 3 3C+'3 3 33 "+&,

3"3 S++;;; 03"3 0 ',332,666666 @7P3,3*=3- 3" 32+6 3 +03"I53!; 823333,3 ,3+ 3D=A3 3 "3"I1,++7 , ,+0,,303+3 +3& 3 0313 3,+*S 3 201+7 ,  N3L233 3+T 3 3 +,303 ,53+T33S13"33,& 3',0383  83,+P "333,3 353  !,0,3S33 7 I L,;3HQ3 3"53+,3S13 3,3,33"3+'3'6P3   3"3*S =3+*+33 ,3201+7 ,  3* 3 ,"1,"3" 3"03 ,  3S33"3S'53 3 3,0+ 3; *3,3 3
 3&+ 0 3321*13 ,"15313 03 3,03*53 3,03T"3,3 * ;3( 3 ,33"3 ,6 + 33S380,7!,0,7 83& =  =>>***;+ ,; &;"'>&;  N *G  0;: 23 ,33 33 33'+,

53,300,+3  153  *,3'+,

3; %3  S " 1 ,1=3F%31"3 33 +,3* 3  3 3+,3 ,+333 + 3, "0F;3"3103,1'3',3353

,3F& ",&,+,1+F3,","=33,3,'",+3133 ,3;33'+,

 ,3,"3103H;3 3K;3,+;8 ( 3,"+ + *+;;;3=7P 77

!BBILDUNGåå!UFRUFåEINESå&ANSåZURå7AHLåDERåu$IETMARå(AMANNå"RIDGEh

5

+ERNELEMENTEåDERå6IRUSKOMMUNIKATIONå



9^ZIVihVX]Z!b^i^]gZgHi^bbZY^Z:c\a~cYZgÉ~g\Zgc¹oj`ŽccZc![Vho^c^ZgiZ Y^ZBVhhZc#>ccZg]VaWlZc^\ZgLdX]ZcljgYZY^Z:"BV^a]jcYZgiiVjhZcY[VX] lZ^iZg\ZaZ^iZi#>ciZgcZi"BV\Vo^cZjcYLZWad\h\g^[[ZcYVhI]ZbVZWZc[VaahVj[# 6aaZ^cgZcZ^cZcHe^ZaZg ^chGZccZc#Gdn@ZVcZ·WZ`VcciZhiZhB^i\a^ZYYZg^g^hX]ZcCVi^dcVaZa[·Zg" ]^Zaib^iX^gXV'%%%%%YZg^ch\ZhVbi++,%%%VW\Z\ZWZcZcHi^bbZchd\Vg[Vhi cdX] bZ]g OjhegjX] Vah 9^ZibVg =VbVcc# L^Z k^ZaZ Hi^bbZc YZg YZjihX]Z He^ZaZg_ZYdX]^ch\ZhVbiZgo^ZaiZ!kZgŽ[[Zcia^X]iZcY^ZKZgVcildgia^X]Zcc^X]i# MWhkcmWhZ[hÊ>WcWdd#L_hkiºie[h\eb]h[_Y^5 6Whi^bbjc\Zc\^WiZh^b>ciZgcZioj]Vj[#6WZg\ZgVYZY^ZCVbZchlV]aZ^cZg 7g“X`Z ^c :c\aVcY [“]giZ oj Z^cZg É:be[Z]ajc\hZe^YZb^Z¹# :^c E]~cdbZc4 CZ^c#9Zg6j[gj[ojgLV]aYZgÉ9^ZibVg=VbVcc7g^Y\Z¹kZgZ^cik^ZaZ:^\Zc" hX]V[iZcVj[h^X]!Y^ZZ^cZ@VbeV\cZ^bHi^aYZhK^gVaBVg`Zi^c\VjhbVX]i/9^Z >YZZlVgcZjjcYZ^co^\Vgi^\!h^ZlZX`iZ:bdi^dcZcÉAVhhjchY^Z:c\a~cYZg ~g\Zgc¹ jcY >c[dgbVi^dcZc “WZg Y^Z6Whi^bbjc\ `dcciZc ^c]Vaia^X] Z^c[VX] lZ^iZg\ZaZ^iZilZgYZc# 9^Zh[“]gijchojYZg;gV\Z!lVhY^Z\ZcZgZaaZc:g[da\h[V`idgZcYZhK^gVaBVg" `Zi^c\h^cY#

A[hdX[ijWdZj[_b[Z[iL_hWbCWha[j_d] :^cZk^gVaZ@VbeV\cZWZhiZ]i^bLZhZcia^X]ZcVjhk^Zg:aZbZciZc/ „@VbeV\cZc\ji! „GV]bZcWZY^c\jc\Zc! „LZ^iZgZbe[Z]ajc\hVcgZ^oZjcY „o^Za\gjeeZcheZo^ÄhX]ZhHigZjZcHZZY^c\#

9^ZhZk^Zg:aZbZciZlZgYZc^b;da\ZcYZckdg\ZhiZaai#

å

+ERNELEMENTEåDESå6IRALå-ARKETING

å $ASå+AMPAGNENGUT K^gVaBVg`Zi^c\Zg[dgYZgiZ^cVj[bZg`hVb`Z^ihdg^Zci^ZgiZhKdg\Z]Zc/CjglZg ZilVhW^ZiZi!ldg“WZgh^X]YVhGZYZcad]ci!`Vccb^ihZ^cZg@VbeV\cZZg[da\" gZ^X]hZ^c#6cYZghVah^b`aVhh^hX]ZcBVg`Zi^c\hiZ]iWZ^k^gVaZc@VbeV\cZc YZh]VaWhZaiZcYVhZ^\Zcia^X]ZKZg`Vj[hdW_Z`i^bB^iiZaejc`i#@ZgcYZhK^gjh" bVg`Zi^c\^hi[Vhi^bbZgZ^c@VbeV\cZc\ji# @VbeV\cZc\“iZgY^ZcZcVah@ŽYZgjcYOj\e[ZgY[“gY^ZiVih~X]a^X]ZAZ^hijc\ YZhJciZgcZ]bZch#H^ZZg[“aaZcc^X]i^cZghiZgA^c^ZYZcOlZX`ojÉkZg`Vj[Zc¹# HiViiYZhhZchdaaZch^Z6j[bZg`hVb`Z^ilZX`Zc!V`i^k^ZgZcjcYBZchX]ZcojcV" i“ga^X]Zc=VcYajc\hlZ^hZc·l^ZZilVZ^cZgLZ^iZgZbe[Z]ajc\·bdi^k^ZgZc# O^Za^hiZh!YZc[VYZc7Z^\ZhX]bVX`kdcLZgWjc\ojkZga^ZgZcjcYY^ZO^Za\gje" eZ^cY^gZ`ib^iYZbZ^\Zcia^X]ZcLZgWZVca^Z\ZckZgigVjiojbVX]Zc# 9^Z:"BV^a"Egdk^YZg=dibV^ajcY]gZ9^ZchiaZ^hijc\bjhhc^X]iVaaZ!hdaaiZVWZgbŽ\a^X]hik^ZaZYZgcVX][da\Zc" YZc8]VgV`iZg^hi^`VVj[lZ^hZc/ „L[h]d”][d"Kdj[h^Wbjkd]"IfWœ·:^cZg[da\gZ^X]Zh@VbeV\cZc\ji^hiVW" lZX]hajc\hgZ^X]jcYjc\ZlŽ]ca^X]jcYWZhi^X]iYjgX]Z^cZc]d]ZcJciZg" ]Vaijc\hlZgi# „D[kkdZ[_dp_]Whj_]·CjgZilVhCZjZhjcY^cY^ZhZg6gijcYLZ^hZcdX] c^Z9V\ZlZhZcZhlZX`iY^Z6j[bZg`hVb`Z^iYZgBZchX]ZchdhiVg`!YVhhh^Z h^X]YVb^iZ^c\Z]ZcYZgWZhX]~[i^\Zc# „7kœ[h][m^db_Y^[ D”jpb_Y^a[_j · K^ZaZ Zg[da\gZ^X]Z @VbeV\cZc\“iZg lZ^hZcZ^cZc]d]ZcCjiolZgiVj[#

$ASå+AMPAGNENGUTå



„Aeij[dbei[8[h[_jij[bbkd]WkY^_dJ[_b[d·7Z^@VbeV\cZc\“iZgcY“g[Zc `Z^cZY^gZ`iZc@dhiZc[“gYZc7Zoj\dYZgY^ZCjiojc\Vc[VaaZc# „;_d\WY^[{X[hjhW]XWha[_j·CjglVhh^X]Z^c[VX]lZ^iZgZgo~]aZc!`de^ZgZc dYZglZ^iZgaZ^iZca~hhi!]ViY^Z8]VcXZ!Z^cZ`g^i^hX]ZBVhhZVc@dchjbZc" iZcojZggZ^X]Zc#

;“gZ^cWZhhZgZhKZghi~cYc^hlZgYZcY^ZZ^coZacZc:^\ZchX]V[iZccVX][da\ZcY Z^c\Z]ZcYZgWZigVX]iZi#

å 5NTERHALTUNG :^cl^X]i^\Zg;V`idg^bK^gVaBVg`Zi^c\^hiHeV›#L^gZgo~]aZc\Zgc“WZgYZc JgaVjW^c>iVa^Zc!Z^cZc\jiZc@^cdÄabdYZgVjX]Z^cidaaZhGZhiVjgVci#7ZgZ^iZi BZchX]Zc ZilVhKZg\c“\Zc! hd h^cY h^Z Z]Zg WZgZ^i! YVg“WZg oj WZg^X]iZc Vah “WZg igVjg^\Z :gZ^\c^hhZ# :h a^Z\i ^c jchZgZg CVijg! VcYZgZ Vc jchZgZg ;gZjYZ iZ^a]VWZcojaVhhZc#ciZgZhhZch\gjeeZchid›Zc`ŽcciZc# 9^ZVj[k^gVaZ8a^ehheZo^Va^h^ZgiZ6\ZcijgBVkZg^X`BZY^VYgZ]iZWZ^he^ZahlZ^hZ [“gYZcHiVgiYZh:X]ioZ^ihigViZ\^Zhe^ZahÉEVcoZgh·E]VhZDcZ¹Z^cZcWZhdcYZgh YZgWZcHedi/>cZ^cZb;j›WVaahe^Za!-.#B^cjiZ!Y^Z=Z^bbVcchX]V[ia^Z\iojg“X`! o^Z]iZ^cHe^ZaZgYZg[“]gZcYZcBVcchX]V[iY^ZCdiWgZbhZjcY[djaiYZc\Z\cZg^" hX]ZcHi“gbZghdhiVg`!YVhhY^ZhZgkZgaZioikdbEaViobjhh#>chZ^cZgKZgolZ^Åjc\ lZX]hZaiYZgIgV^cZgY^ZCjbbZg&%Z^c#9Vh7ZhdcYZgZVcY^ZhZbHe^ZaZg/:h^hi Z^cI^\Zg"EVcoZg#LVhh^X]Vj[EVe^ZggZaVi^kigdX`Zca^Zhi!^hiZ^cZlV]gZ;gZjYZ WZ^b6chX]VjZc#9ZccYZgEVcoZgV\^Zgil^ZZ^cg^X]i^\ZgHe^ZaZg#:g[djai!WZZ^c" ÅjhhiYZcHX]^ZYhg^X]iZgjcYhX]^Z›iIdgZ·VaaZhZWZcVj[hZ^cZ6gi# 9VhhbVcb^ibdgW^YZcdYZgbV`VWgZc@VbeV\cZc\“iZgchX]cZaaY^Zc]VaiZojZcil^" X`Zac!VchiViiojh~ioa^X]OZ^ijcY:aVcVj[Y^Z:cil^X`ajc\Z^cZh`dbeaZiiZ^" \Zchi~cY^\Zc@VbeV\cZc\jihVj[ojlZcYZc#

"EERå"UZZå"LOWmYånåDIEå&ASZINATIONåDESåtEIGENENå"IERS )Nå%UROPAåSINDåSIEåEINEå3ELBSTVERSTÊNDLICHKEITå-ITTLEREåUNDåKLEINEå"RAUEREI EN åDIEåKAUMåMEHRåALSåFßRåDENåHEIMISCHENå-ARKTåODERåDIEåUMLIEGENDEå2EGIONå PRODUZIERENå )Nå !USTRALIENå SIEHTå DASå ANDERSå AUSå :WARå ISTå DERå AUSTRALISCHEå "IERMARKTå GRO” å DOCHå ERå WIRDå DOMINIERTå VONå ZWEIå GRO”ENå "RAUEREIENå +EI NEåGUTEå!USSICHTåALSOåFßRåDENå-ARKTEINTRITTåEINERåNEUENå"IERMARKEå$ENNOCHå VERSUCHTENåSICHåDIEå5NTERNEHMERåUMå,IAMå-ULHALLåMITåEINERåORIGINELLENå)DEEå UNDåEINEMåAUSGEFEILTENå6ERMARKTUNGSPLANåGEGENåDIEå'RO”ENåDURCHZUSETZENå !BERåNICHTåETWAåIMåDIREKTENå7ETTBEWERBå$ASå:IELåVONå-ULHALLåWAR åEINEåNEUEå 0RODUKTKATEGORIEåZUåSCHAFFENåDASåu0UBLIC "EERhåDTåUNGEFÊHRåå6OLKSBIER  $ASå +ONZEPTå ZUå u"LOWmYhå BASIERTå AUFå DERå CLEVERENå )DEEå EINERå lNNISCHENå &U”BALLMANNSCHAFTå!LSåDIESEåNACHåEINERåMIESENå3AISONåABSTIEG åKAUFTEåEINå LOKALERå5NTERNEHMERåDASå4EAMåUNDåTRAFåEINEåWEITåREICHENDEå%NTSCHEIDUNGå .ACHDEMå DERå 4RAINERå OFFENSICHTLICHå NICHTSå AMå SCHWINDENDENå %RFOLGå DERå -ANNSCHAFTå ÊNDERNå KONNTE å BESCHLOSSå DERå NEUEå "ESITZER å DENå :USCHAU ERNåDASå2UDERåZUåßBERGEBENåÃBERåWICHTIGEå%NTSCHEIDUNGENå!UFSTELLUNG å !USWECHSLUNGENåETC åSOLLTEåABåDERåNÊCHSTENå3AISONåNICHTåMEHRåNURåDERå 4RAINERåBElNDENåKÙNNEN åSONDERNåAUCHåDIEå&ANSåPERå3-3 ,IAMå-ULHALLåWARåVONåDIESERå)DEEåFASZINIERTå"LOWmYåSOLLTEåEINå"IERåWERDEN å DESSENå %NTWICKLUNGå ALLEå INTERESSIERTENå "IERTRINKERINNEN å MITBESTIMMENå WßRDENå!NGEFANGENåBEIåDERå&ORMåDERå"IERmASCHE åßBERåDIEå'ESTALTUNGå DESå,OGOSåBISåHINåZUMå'ESCHMACKå!LLEå%NTSCHEIDUNGENåSOLLTENåMITåDENå +UNDENåGETEILTåWERDENå*EDERåSOLLTEåHINTERHERåDASå'EFßHLåHABEN åERåTRINKEå SEINåEIGENESå"IERå $IEå )DEEå WARå SOå ORIGINELLå UNDå UNGEWÙHNLICH å DASSå SICHå 4AUSENDEå ANå DERå u%NTWICKLUNGhåDESå"IERSåBETEILIGTENå)NNERHALBåKURZERå:EITåWURDEå"LOWmYåZUå EINEMåETABLIERTENå3ZENE 'ETRÊNKå-EHRåZUåDIESERå&ALLSTUDIEåABå3EITEå

$ASå+AMPAGNENGUTå



å !U”ERGEWÙHNLICHEå.ßTZLICHKEIT @VbeV\cZc\“iZg b“hhZc c^X]i ^bbZg jciZg]VaihVb hZ^c! jb :be[Z]ajc\Zc VjhojaŽhZc# CZWZc HeV› jcY KZg\c“\Zc he^Zai ZWZc[Vaah YZg CjiolZgi Z^cZh EgdYj`iZhdYZgZ^cZg9^ZchiaZ^hijc\Z^cZ\gd›ZGdaaZ#CVi“ga^X]]ViVjX]Z^cZ ajhi^\ZciZgcZi Vj[# =^Zg“WZg ajY YZg7^aYhX]^gbhX]dcZgY^ZcZjZhiZcCVX]g^X]iZc]ZgjciZgjcYWaZcYZiZh^ZWZ^ a~c\ZgZcEVjhZcYZh7ZcjioZghVahIZVhZgVj[YZb9Zh`ideZ^c#LZcZ^cZYZg CVX]g^X]iZc^ciZgZhh^ZgiZ!YZg`dcciZb^iZ^cZb@a^X`Vj[YZcI^iZaY^gZ`iYVh EdgiVaYZg]ZjiZ"HZcYjc\WZhjX]ZcjcYh^X]Ydgi\ZcVjZgb^iYZbI]ZbVVjh" Z^cVcYZghZioZc#

(OTMAILånå%RFOLGåDURCHå.UTZEN 7ERå SICHå MITå 6IRALå -ARKETINGå BESCHÊFTIGT å STٔTå UNAUSWEICHLICHå AUFå DENå .AMENå(OTMAILCOMå$ERåKOSTENLOSEå% -AIL $IENSTåGILTåALSå0ARADEBEISPIELå FßRåDASåGEZIELTEå!USLÙSENåVONå-UNDPROPAGANDAå-ITåEINEMåNICHTåERWÊH NENSWERTENå7ERBEBUDGETåGELANGåESåDEMå3TARTUPåINNERHALBåVONåNURåEIN EINHALBå*AHRENåNEUNå-ILLIONENå.UTZERåZUåAKQUIRIEREN

å

+ERNELEMENTEåDESå6IRALå-ARKETING

$ASåCLEVEREå(OTMAIL +ONZEPT $IEå "EKANNTHEITå VONå (OTMAILå KAMå NICHTå VONå UNGEFÊHRå $ERå %RFOLGå DESå % -AIL $IENSTESåBASIERTEåAUFåEINERåFßNFSTUlGENå%RFOLGSKETTE åDERENå+ERNåDIEå .UTZUNGåEINERåKOSTENLOSENå% -AIL !DRESSEåWAR 3TUFEåå)NTERESSIERTEå.UTZERåKONNTENåBEIå(OTMAILCOMåEINENåKOSTENLOSENåå % -AIL !CCOUNTåEINRICHTEN 3TUFEåå"EIå6ERSANDåEINERå.ACHRICHTåHÊNGTEåDERå% -AIL $IENSTåDENåKURZENå 3ATZåu'ETåYOURåFREEåE -AILåATå(OTMAILCOMhåANåDASå%NDEåDERå.ACHRICHT 3TUFEåå7ENNåDERå%MPFÊNGERåDIEå% -AILåABRIEF åLASåERåDIESEåKURZE åKLAREå 7ERBEMITTEILUNG 3TUFEå å RICHTETEå SICHå BEIå "EDARFå SEINERSEITSå EINENå KOSTENLOSENå !CCOUNTå EINåUNDåVERSENDETEåEBENFALLSå.ACHRICHTEN åANåDIEåDERåGLEICHEå3ATZåGEHÊNGTå WURDE 3TUFEååUNDåSOåWEITER )NNERHALBåKßRZESTERå:EITåERFUHRå(OTMAILåAUFåDIESEå!RTåUNDå7EISEåEINEåUN GEHEUREå"EKANNTHEITå!LSåDERå% -AIL 0ROVIDERå%NDEååBEREITSå å-ILLI ONENå"ENUTZER !CCOUNTSåZÊHLTE åERWARBå-ICROSOFTåDIEå&IRMAåFßRåCIRCAåå -ILLIONENå$OLLARå%INåGUTERå&ANGå!NFANGååVERWALTETEåDASå5NTERNEHMENå MITTLERWEILEåßBERåå-ILLIONENå-ITGLIEDER !CCOUNTSåUNDåERZIELTEåWEITåßBERå EINEå-ILLIARDEå0AGEå)MPRESSIONSåIMå-ONATå1UELLEå-3.DE å -EHRåZUåDIESEMå&ALLBEISPIELåABå3EITEå

å +OSTENLOSEå"EREITSTELLUNGåAUCHåINå4EILEN @dhiZceÅ^X]i^\Z :aZbZciZ ^ccZg]VaW Z^cZg k^gVaZc @VbeV\cZ h^cY kZg\aZ^X]" WVg b^i Z^cZb ;^aiZg# >bejah^kZ =VcYajc\Zc lZgYZc `ViZ\dg^hX] jciZgYg“X`i! YVh^X]\gd›ZIZ^aZYZgO^Za\gjeeZojc~X]hi[gV\Zc!dWh^X]YZg@Vj[“WZg]Vjei ad]cZcl^gY#9^Z;da\Z/9^Z@VbeV\cZkZgZWWibZ^hiZch!WZkdgh^Z“WZg]Vjei g^X]i^\Vc\Z[Vc\Zc]Vi# 7Zo^Z]ibVcYVh>ciZgcZi^chZ^cZ@VbeV\cZceaVcjc\b^iZ^c!Zg\ZWZch^X]WZ^ `dhiZceÅ^X]i^\ZcIZ^aZclZ^iZgZHX]l^Zg^\`Z^iZc/L^ZhX]V[[ibVcZ^cZkZgigVj" Zchl“gY^\Z6ibdhe]~gZ4LZaX]ZOV]ajc\hbdYVa^i~iZclZgYZckdcZ^cZbWgZ^" iZcCjioZgheZ`igjbV`oZei^Zgi4L^Zeg~hZci^ZgibVcY^ZAZ^hijc\4ZiX#

$ASå+AMPAGNENGUTå



:g[da\gZ^X]Z@VbeV\cZc\“iZgh^cYYV]Zg^cYZgGZ\Za`dhiZcadh#CjghdZggZ^X]i bVcZ^cZ]^cgZ^X]ZcYZBVhhZVc@dchjbZciZc!Y^ZY^Z7dihX]V[ilZ^iZgZbe" [Z]aZcjcYhdbjai^ea^o^ZgZc`ŽccZc#

å %INFACHEåÃBERTRAGBARKEIT OZ^i ^hi Z^c `cVeeZh c[dgbVi^dcZc“WZgYVh@VbeV\cZc\jiaZ^X]il^ZYZg\Z\ZWZclZgYZc`ŽccZc# >b>ciZgcZi^hil^X]i^\!YVhhWZ`VcciZjcYZiVWa^ZgiZ@dbbjc^`Vi^dchlZ\Zl^Z É:"BV^a¹ojgzWZgigV\jc\YZg7dihX]V[i\ZZ^\cZih^cY#

%INFACHåWEITERZULEITENånåDIEå3HOCKå3POTSåVONå+ FEE )MåWAHRSTENå3INNEåSCHOCKIERENDåSINDåDIEåKURZENå6IDEOå#LIPSåDESå"ERLINERå 'ETRÊNKEHERSTELLERSå+ FEEå!LSå&ERNSEHKAMPAGNEåGEPLANT åWURDENåDIEåVONå DERå7ERBEAGENTURå*UNGåVANå-ATTåENTWICKELTENå3POTSåDURCHåIHREåORIGINELLEå -ACHARTåSCHNELLåEINå2ENNERåIMå)NTERNETå !LLEå+ FEEå3POTSåBASIERTENåAUFåDEMåGLEICHENå3CHEMAå:UNÊCHSTåISTåALLESå HARMONISCH åENTSPANNT åRUHIGå%INå!UTOåFÊHRTåBEISPIELSWEISEåDIEå3ERPENTI NENåEINESåBEGRßNTENå(ßGELSåHINAUFå+URZZEITIGåVERSCHWINDETåESåHINTERåEI NEMå(ECKENSTßCKå%IGENTLICHåEINåSTEREOTYPERå!UTOSPOT åWÊREåDAåNICHTåDIEå 4ATSACHE å DASSå DASå !UTOå NICHTå WIEDERå AUFTAUCHTå 7AHRSCHEINLICHå KOMMTå GLEICHå EINå WITZIGERå 3LOGAN å DENKTå MANå SICHå å DOCHå WEITå GEFEHLTå 7ASå KOMMT åISTåDERåBLANKEå(ORRORå5RPLÙTZLICHåSPRINGTåEINå:OMBIEåSCHREIENDåINå DIEå3ZENERIEå3CHWARZESå"ILD åPOCHENDERå(ERZSCHLAGåu3OåWACHåWARSTå$Uå NOCHåNIEhåLAUTETåDERå3LOGAN åMITåDEMå+ FEEåIMå!BSPANNåDENå"EZUGåZUMå EIGENENå+AFFEEGETRÊNKåHERSTELLT

å

+ERNELEMENTEåDESå6IRALå-ARKETING

1UELLEåWWWK FEECOM !BBILDUNGåå'RßNEå7IESEåMITå:OMBIEånåEINå3HOCK 3POTåVONå+ FEE )NSGESAMTåSECHSå3POTSåBOTå+ FEEåIMå,AUFEåDERå+AMPAGNEåAUFåSEINERå7EB SITEå ZUMå $OWNLOADå ANå 5Må MÙGLICHSTå KEINEå .UTZERå MITå LANGSAMERENå )N TERNETVERBINDUNGENå AUSZUSCHLIE”ENå UNDå EINEå EFFEKTIVEREå 6ERBREITUNGå PERå % -AIL !NHANGåZUåERMÙGLICHEN åBLIEBåMANåBEIåDERå'RٔEåDERå3POTSåUNTERå  å-"YTEå!LSå&ORMATåWURDEåDASåVONåDENåMEISTENå6IDEO 0LAYERNåUNTER STßTZTEå-0%' &ORMATåGEWÊHLT )NNERHALBåKURZERå:EITåERREICHTEå+ FEEåDURCHåDIEåLEICHTåUNDåSCHNELLåWEITERZU LEITENDENåu3HOCKERåFßRå:WISCHENDURCHhåßBERåSIEBENå-ILLIONENå+ONTAKTEå -EHRå $ETAILSå ZUå DIESERå +AMPAGNEå lNDENå 3IEå INå DERå + FEEå &ALLSTUDIEå ABå 3EITEå

å 2AHMENBEDINGUNGENåUNDå 7EITEREMPFEHLUNGSANREIZE CZWZcZ^cZb^ciZgZhhVciZc@VbeV\cZc\jih^cYVjX]Y^ZGV]bZcWZY^c\jc\Zc jcYZilV^\ZLZ^iZgZbe[Z]ajc\hVcgZ^oZ[“gYZc:g[da\Z^cZgk^gVaZc@VbeV\cZ ZcihX]Z^YZcY#CjglZg „WZhiZ]ZcYZAecckd_aWj_edid[jp[kdZL[h^Wbj[dickij[hcjioi! „Z^cZWkih[_Y^[dZ[L[h\”]XWha[_jhZ^cZh@VbeV\cZc\jihh^X]ZghiZaai! „Z^cZe\\[d[?d\ehcWj_edifeb_j_aWZigZ^WijcY „\Zo^Zai7dh[_p[pkhM[_j[h[cf\[^bkd]hX]V[[i!

h^X]ZgiZ^cZhX]cZaaZKZgWgZ^ijc\hZ^cZhBVg`Zi^c\k^gjhjcYZ^cZc`dcigdaa^ZgWV" gZc:be[Z]ajc\hegdoZhh#

2AHMENBEDINGUNGENåUNDå7EITEREMPFEHLUNGSANREIZEå



å +OMMUNIKATIONSNETZEåUNDå6ERHALTENSMUSTER 9Vb^iK^gVaBVg`Zi^c\[jc`i^dc^Zgi!h^cYolZ^@dbbjc^`Vi^dchVheZ`iZZhhZco^" Zaa/9ZgO^Za\gjeeZbjhhZhaZ^X]i[VaaZc!h^X]“WZgYVh@VbeV\cZc\jiVjhojiVj" hX]ZcjcY_ZYZg:^coZacZbjhhh^X]^b:be[Z]ajc\hegdoZhhld]a[“]aZc#7Z^ Z^cZgk^gVaZc@VbeV\cZb“hhZcY^ZhZWZ^YZc:aZbZciZWZgZ^ih^bKdg[ZaY^cY^Z EaVcjc\Z^cWZod\ZclZgYZc# BZchX]Zc`dbbjc^o^ZgZc^cYZgGZ\ZaVaaZ“WZgY^ZhZaWZc@dbbjc^`Vi^dch" lZ\Zl^ZIZaZ[dc!:"BV^adYZgEdhib^i[Vhi^bbZgYZc\aZ^X]ZcKZg]VaiZch" lZ^hZc#9ZccdX]Z^\cZih^X]c^X]i_ZYZ7dihX]V[i[“g_ZYZhBZY^jb#BVcX]bVa [~aaiZhYZgO^Za\gjeeZVjX]Z^c[VX]hX]lZg!“WZgZ^cZ^co^\Vgi^\ZhjcYdg^\^cZa" aZh@VbeV\cZc\jiojhegZX]Zc!lZccZhc^X]ihKZg\aZ^X]WVgZh\^WijcYYVYjgX] 7ZhX]gZ^Wjc\hkZghjX]Z[Z]ahX]aV\Zc# 9Zg :g[da\ kdc ;gZZ":"BV^a"6cW^ZiZgc l^Z =dibV^a dYZg ciZgcZi^hiY^ZKZg[“\WVg`Z^iZ^cZcihX]Z^YZcYZg;V`idg#9g~c\Zc IVjhZcYZkdcCjioZgc\aZ^X]oZ^i^\Vj[Z^cZcHZgkZg!ol^c\iY^ZhhdbVcX]Zc GZX]cZg^cY^Z@c^Z#7^ZiZibVcWZ^he^ZahlZ^hZZ^cZ9ViZ^ojb9dlcadVYVc! hdh^cY>chiVcoZcojgdei^bVaZcAVhikZgiZ^ajc\jcYojgEZg[dgbVcXZ"H^X]Zgjc\ WZ^7ZhjX]ZgVchijgbYV]ZgjcVWY^c\WVg#

å )NFORMATIONSPOLITIKåUNDå0UBLICå2ELATIONS BZY^ZcWZg^X]iZghiViijc\ZchiZaaZcZ^cZcZcdgbZcBjai^ea^`VidgYVg#7Zg^X]iZiZ^c WZ`VcciZhBV\Vo^c“WZgZ^c@VbeV\cZc\ji!hdZg[V]gZcVj[Z^cZcHX]aV\IVjhZc" YZkdcBZchX]ZcYVg“WZg#GZ^X]lZ^iZc!Y^Z“WZggZ^cZBjcY"oj"BjcY"EgdeV\Vc" YVZghicVX]LdX]ZcZgo^ZailZgYZc`ŽccZc!h^cYhdfjVh^“WZgCVX]ibŽ\a^X]# >cYZgGZ\ZaWZg^X]iZcBV\Vo^cZ!OZ^ijc\ZcjcYYVh;ZgchZ]ZcZghihZ]ghe~i “WZg @VbeV\cZc\“iZg# He^Z\Za Dca^cZ hX]g^ZW WZ^he^ZahlZ^hZ Zghi “WZg YZc LV]aVj[gj[ojgÉ9^ZibVg=VbVcc7g^Y\Z¹!VahY^Z6Whi^bbjc\`jgokdgYZb :cYZhiVcY#:^c~]ca^X]Zh7Z^he^Za^hiYVhHe^ZaÉBddg]j]c¹#6ahYVhajhi^\Z KŽ\Za"HX]^Z›Zc WZgZ^ih ojg ]~jÄ\hiZc EVjhZcWZhX]~[i^\jc\ ^c k^ZaZc 6WiZ^" ajc\Zc \gd›Zg JciZgcZ]bZc \ZldgYZc lVg! `Vb _ZbVcY Vj[ Y^Z >YZZ! YVhh YVhHe^ZaZcl~]gZcYYZg6gWZ^ihoZ^ik^ZaaZ^X]iojB^aa^VgYZcKZgajhiZc[“]gZc `ŽcciZ#EaŽioa^X]ljgYZcY^ZBZY^Zc]Zaa]Žg^\!jcYY^ZOZ^ijc\Zc[“aaiZch^X] b^i6gi^`Zac“WZgYZck^gVaZc@aVhh^`Zg#6jX]lZccY^Z7Zg^X]iZYjgX]\Z]ZcY cZ\Vi^klVgZc!hi^Z\YZg7Z`Vcci]Z^ih\gVYYZhHe^ZahVWZgbVahjcYcdX]bZ]g He^ZaZgZg[gZjiZch^X]VbÉ=“]cZg_V\Zc¹# ciZ\gVi^dc kdc BZY^Zc “WZg \Zo^ZaiZ EgZhhZVgWZ^i ^b GV]bZc Z^cZg k^gVaZc @VbeV\cZ cjg hZaiZc# BZ^hiZch Zg`Zc" cZc?djgcVa^hiZcjcYGZYV`iZjgZY^ZÉ6co^Z]jc\h`gV[i¹!Y^ZkdcZ^cZb\ji\Z" bVX]iZc@VbeV\cZc\jiVjh\Z]Zc`ŽcciZ!c^X]i#9^Zh^hi^]cZcVjX]c^X]ioj kZg“WZac#OZ^ijc\ZcjcYBV\Vo^cZh^cYYVgVj[heZo^Va^h^Zgi!“WZgcZjZIgZcYh ojWZg^X]iZc!c^X]iYVgVj[!cZjZojZcil^X`Zac# 9ZccdX]bjhhbVcYVgVj[kdgWZgZ^iZihZ^c!lZccY^ZBZY^ZcVj[YVhZ^\ZcZ@Vb" eV\cZc\jiVj[bZg`hVblZgYZc#ciZgZhhZciZc\Z" l^ccZc# „B[_ijkd]i[hm[hX · AZioiZcYa^X] `Vcc Z^c BVg`Zi^c\k^gjh VjX] YVoj Z^c" \ZhZioilZgYZc!Y^ZEgdYj`ikZg`~j[ZojZg]Ž]Zc#9^Zh[jc`i^dc^Zgi_ZYdX] ]~jÄ\cjg^cY^gZ`i!o#7#lZccY^ZCjioZgciZgZhhZYZgO^Za\gjeeZ!YVccZbeÄZ]aih^ZZhlV]ghX]Z^ca^X]VjX] lZ^iZg#9Vh]g dg^" \^c~gZh:"BV^a"6chX]gZ^WZceZghdcVa^h^Zgi^hi!Vahd7ZgZ^X]ZYZg^cY^k^YjZaaZc 6chegVX]ZWZ^c]VaiZi·l^ZZilVÉ=Vaad@aVjh!¹dYZgÉK^ZaZ]gZhDca^cZ"@VbeV\cZc\jihjcWZY^c\i^cY^ZO^Za\gjeeZcVcVanhZb^iZ^c# M[Xi_j[i 9ZgVbolZ^i]~jÄ\hiZc\ZcjioiZ9^ZchiYZh>ciZgcZih^hiYVhLdgaYL^YZLZW# 6jhY^ZhZbYZZc hjX]Zc!jbZ^cZc@dcigVejc`ioj^]gZc\gd›ZcLZiiWZlZgWZgcojhZioZc#B^i YZb cŽi^\Zc GZheZ`i jcY Z^cZg heVccZcYZc YZZ/6jX]lZccbVcc^X]i^cY^ZBZchX]ZchZaWhi ]^cZ^chX]VjZc`Vcc!aVhhZch^X]YdX]Z^c^\ZzWZgig~\ZgZ^cZhBVg`Zi^c\k^gjh cVX]kZg[da\ZcjcY^c^]gZgKZgWgZ^ijc\bZhhZc#9VgVjhaVhhZch^X]l^ZYZgjb ^cY^gZ`iHX]a“hhZo^Z]Zc“WZgYZc:g[da\Z^cZgk^gVaZc@VbeV\cZ# 9^ZVbWZhiZckZg[da\WVgZczWZgig~\ZgZcihiVbbZc·l^ZWZgZ^ih^c@Ve^iZa) Zga~jiZgi·YZb>ciZgcZi#:hh^cY^b:^coZacZc/ „:"BV^ah „6iiVX]bZcihjcY „LZWh^iZh

'RUNDREGELNåDERå%RFOLGSMESSUNGå



7Zkdg_ZYdX]\ZcVjZgVj[Y^ZheZo^ÄhX]ZcCVX]kZg[da\jc\hbŽ\a^X]`Z^iZcY^Z" hZgzWZgig~\ZgZ^c\Z\Vc\Zcl^gY!^hiZhh^cckdaa!h^X]ojc~X]hicdX]Z^cbVaY^Z 7Vh^heg^co^e^ZcYZg:g[da\hbZhhjc\kdg6j\Zcoj[“]gZc#

å 'RUNDREGELNåDERå%RFOLGSMESSUNG >c `Z^cZb VcYZgZc BZY^jb ^hi Zh bŽ\a^X]! YZc :g[da\ hd Z[[Z`i^k jcY \ZcVj ojbZhhZcl^Z^bLdgaYL^YZLZW#@Z^cVcYZgZhBZY^jbkZg[“\i“WZgkZg" \aZ^X]WVgZiZX]cdad\^hX]ZBŽ\a^X]`Z^iZc!Y^Z6`i^dcZcYZg7ZcjioZghd\ZcVj ojo~]aZcjcYojkZg[da\Zc#9dX]l^Z\ZcVjb^hhibVchZ^cZck^gVaZc:g[da\^b >ciZgcZi49^Z6cildgi^hiZ^c[VX]#Ojc~X]hiZ^cbVa\ZcVjhd!l^ZbVcVjX]YZc :g[da\ VaaZg VcYZgZc @dbbjc^`Vi^dchV`i^k^i~iZc b^hhi/ :ggZ^X]Zc H^Z :^ckZg" cZ]bZc“WZgYVhVc\ZhigZWiZO^Za!YZÄc^ZgZcH^Z:g[da\h`g^iZg^Zc!“WZgeg“[Zc H^Z`dci^cj^Zga^X]Y^Z:g\ZWc^hhZ>]gZg6gWZ^i!Zg\gZ^[ZcH^Zcdi[VaahBV›cV]" bZcjcY“WZgeg“[ZcH^ZZgcZji# 9^ZcVX][da\ZcYZchZX]h]gZLZWh^iZ^baZioiZcBdcVi&'(%%7ZhjX]Zg]ViiZ49^ZhZOV]a ]Vi`Z^cZc6jhhV\ZlZgi#DW&'(%%7ZhjX]ZgZ^c\jiZh:g\ZWc^hh^cY!l^h" hZcH^Zcjg!lZccH^ZY^ZOV]a^bKZg]~aic^hojYZcHZ^iZcVWgj[ZcYZhaZio" iZcBdcVih!YZhaZioiZc?V]gZhdYZg^bKZg]~aic^hoj>]gZcLZiiWZlZgWZgc WZigVX]iZc#DW>]gZ@VbeV\cZZg[da\gZ^X]^hi!bV\h^X]VWZgigdioYZbZghi ]ZgVjhhiZaaZc!lZccH^Z>]gZ7ZhjX]ZgoV]aZc^chKZg]~aic^hWZ^he^ZahlZ^hZ oj bdcVia^X]Zc BZ]gkZg`~j[Zc dYZg \ZhVbbZaiZc6YgZhhYViZc hZioZc _Z cVX]YZb!lVhY^Z@Zgco^ZaZYZg@VbeV\cZh^cY# (# 8[dY^cWha¸9^ZZ^\Zcia^X]Z:g[da\hbZhhjc\^hic^X]ihVcYZgZhVahYZgKZg" \aZ^X]>]gZgYZÄc^ZgiZc@ZccoV]aZcb^iYZc@VbeV\cZcZg\ZWc^hhZc#9^ZhZg

å

%RFOLGSMESSUNG

KZg\aZ^X]l^gYVjX]7ZcX]bVg`\ZcVcci#L^X]i^\/7ZVX]iZcH^ZYZcOZ^i" gVjb![“gYZcH^ZZ^cZc7ZcX]bVg`YjgX][“]gZcldaaZc#EaVcZcH^ZkdcYZb IZgb^cVcg“X`l~gih!VcYZbH^ZY^Z:g\ZWc^hhZeg~hZci^ZgZcb“hhZc#zWZg" aZ\ZcH^Z\ZcVj!dWH^Zo#7#Y^ZYgZ^BdcViZYZg@VbeV\cZcYVjZgdYZgVjX] cdX] cVX][da\ZcYZ BdcViZ WZigVX]iZc hdaaiZc# L~]aZc H^Z YZc OZ^igVjb! YZg >]cZc Y^Z `g^i^hX]Zc >c[dgbVi^dcZc a^Z[Zgi! Y^Z H^Z [“g Y^Z 7ZlZgijc\ >]gZgk^gVaZc@VbeV\cZWZcŽi^\Zc# )# Iebb#%?ij#L[h]b[_Y^¸KZg\aZ^X]ZcH^ZY^Z:g\ZWc^hhZ>]gZh7ZcX]bVg`hb^i >]gZg O^ZahZiojc\# zWZgeg“[Zc H^Z >]gZ :g\ZWc^hhZ ^ciZch^k! VWZg kZga^ZgZc H^Zh^X]c^X]i^cOV]aZc#:ghicVX]Y^ZhZbVjh[“]ga^X]ZcHdaa"$>hi"KZg\aZ^X] `ŽccZcH^ZhV\Zc!dWZ^cZk^gVaZ@VbeV\cZkdc:g[da\\Z`gŽcilVg# *# CWœdW^c[d¸:g[da\hbZhhjc\^hiZ^c`dci^cj^Zga^X]ZgEgdoZhh#HX]dcoj7Z" \^ccYZg@VbeV\cZb“hhZcH^ZY^Z:cil^X`ajc\>]gZg@VbeV\cZ“WZglVX]Zc# =~jÄ\ WVh^ZgZc ;Z]aZcil^X`ajc\Zc Vj[ `aZ^cZc B~c\Zac l^Z ZilV Z^cZg oj aVc\ZcJGA!Z^cZbb^hhkZghi~cYa^X]ZcHVio^b6chX]gZ^WZc!Z^cZgoj\gd›Zc ciZgZhhZ [“g YVhK^gVa BVg`Zi^c\ ^hi! YVhh Ad\ÄaZh c^X]i cjg Z^chZ^i^\6Wa~j[ZVj[YZbZ^\ZcZcHZgkZgheZ^X]Zgc!hdcYZgcZWZc[Vaah>c[dgbV" i^dcZcojbVc[gV\ZcYZc8dbejiZgVj[oZ^X]cZc#CZWZc9ViZcojgGZX]cZg`dc" Ä\jgVi^dcl^ZZilV7Zig^ZWhhnhiZb!7^aYhX]^gbVjŎhjc\ZiX#egdid`daa^ZgiYZg LZW"HZgkZgjciZgVcYZgZbVjX]Z^cZÉZ^cYZji^\Z¹>E"6YgZhhZ!Z^cZc=^clZ^hojb Egdk^YZgjcYZ^c\ZcVjZh9Vijb^c`ajh^kZJ]goZ^iYZhOj\g^[[h#9^Z6jhlZgijc\ jcY6cVanhZkdcAd\ÄaZhZgbŽ\a^X]ihdb^iZWZc[Vaah6jhhV\ZcYVoj!l^Z]~jÄ\

å

%RFOLGSMESSUNG

jcYojlZaX]ZgIV\ZhoZ^iZ^cheZo^ÄhX]ZgCjioZgZ^cWZhi^bbiZh@VbeV\cZc\ji VW\Zgj[Zc]Vi#6\\gZ\^ZgibVcY^ZhZ9ViZc“WZgVaaZCjioZg]^clZ\!Zg]~aibVc WZ^he^ZahlZ^hZZ^c6`i^k^i~ihkZgiZ^ajc\hY^V\gVbbYZg\ZhVbiZc@VbeV\cZ# begZhh^" dchYZgheZo^ÄhX]ZcLZWh^iZh`jbja^ZgilZgYZc# „:emdbeWZi·ciZgcZih#JcYY^ZhZg^hic^X]i oj jciZghX]~ioZc# :ghiZc JciZghjX]jc\Zc YZh =VbWjg\ZgK^YZd"IgVX`^c\" HeZo^Va^hiZc9^Vad\Hdaji^dchlll#Y^Vad\"hdaji^dch#YZoj[da\Z^hiYVhKZg" ]~aic^hkdc]ZgjciZg\ZaVYZcZcojeZg:"BV^adYZgE'E"7ŽghZc\ZiVjhX]iZc

1UANTITATIVEå-ETHODENåUNDå4ECHNIKENåDERå%RFOLGSMESSUNGå



@VbeV\cZc\“iZgcYZg\aZ^X]Zc@VbeV\cZ&oj&%!Y#]#cjgoZ]cEgdoZciYZg iVih~X]a^X]ZcGZ^X]lZ^iZaVhhZch^X]“WZgY^gZ`iZ9dlcadVYhbZhhZc# „P^b#F_n[b7Xhk\[ · H^cY Z^c Ol^iiZg Vjh EV\Z >begZhh^dch jcY 9dlc" adVYh#H^ZY^ZcZc^cYZgGZ\Zaojg:g[da\bZhhjc\YZgZaZ`igdc^hX]ZcEdhi# 9VWZ^ l^gY ^c YZc zWZgig~\Zg É:"BV^a¹ \Z]i cjg ^b =IBA";dgbVi Z^c igVcheVgZciZh&m&E^mZa\gd›Zh;^ciZ\g^Zgi#y[[cZiZ^cCjioZgY^Zeg~eV" g^ZgiZCVX]g^X]i!l^gYY^Z`aZ^cZE"6YgZhhZYZhCjioZgh hdl^ZIV\jcYJ]goZ^iYZhOj\g^[[h#9V6c[gV\ZcVcZ^cZcHZgkZgc^X]ijc" WZY^c\iZ^cZcOlZX`Zg[“aaZcb“hhZcjcYhdegd\gVbb^ZgilZgYZc`ŽccZc! YVhh h^Z kdb CjioZg c^X]i WZbZg`i lZgYZc! Z^\cZc h^Z h^X] ]ZgkdggV\ZcY YVoj![Vhi_ZYZ9ViZ^ojeg~eVg^ZgZc!Y^ZciZgcZihojkZghX]l^cYZc# „;cf\[^bkd]i#Iah_fj[·LZgYZcVj[k^ZaZcLZWh^iZhZ^c\ZWjcYZc!jbCji" oZgc YZc :be[Z]ajc\hegdoZhh oj ZgaZ^X]iZgc#6chiVii Zghi Z^c :"BV^a"Egd" \gVbbŽ[[cZcojb“hhZc!W^ZiZcY^ZhZ`aZ^cZcH`g^eiZY^ZBŽ\a^X]`Z^i!\aZ^X] Vj[YZgLZWh^iZ:"BV^a"6YgZhhZckdc;gZjcYZcjcY7Z`VcciZcVcoj\ZWZc! VcY^Zb^iZ^cZbeZghdcVa^h^ZgiZc6chX]gZ^WZcVjidbVi^hX]Z^cI^ee\ZhZcYZi l^gY#zWZgY^Z6jhlZgijc\YZg6coV]aYZg“WZgYVhH`g^eiVjh\ZhegdX]ZcZc :be[Z]ajc\ZcaVhhZch^X]G“X`hX]a“hhZ“WZgYZc:g[da\YZg@VbeV\cZigZ[" [Zc#L^X]i^\^hi_ZYdX]!Y^ZhZOV]a^bKZg]~aic^hojVcYZgZc@ZccoV]aZcl^Z ZilV HZ^iZcVWgj[Zc jcY 7ZhjX]Zc oj hZ]Zc# >c YZg GZ\Za cjioZc c~ba^X] lZc^\ZgVahoZ]cEgdoZciYZgCjioZghdaX]Z:be[Z]ajc\hh`g^eiZ# „L[hm[_bZWk[h·=^Zg“WZga~hhih^X]VWaZhZc!l^ZaVc\Zh^X]Z^cZ>E"6YgZhhZ Wol#Z^cCjioZgb^iYZb@VbeV\cZc\jiWZhX]~[i^\i#AZ^YZgVjX]cjgYVh# 9ZccdWZ^cZaVc\ZKZglZ^aYVjZgYjgX]EgdWaZbZ^cYZg7ZcjioZg[“]gjc\ WZ\g“cYZi^hidYZgkdcZ^cZbZilV^\ZcHjX]i[V`idgYZh:be[Z]ajc\hdW_Z`ih ]Zgg“]gi!a~hhih^X]c^X]iZg`ZccZc#9^Zh^hicjg^cKZgW^cYjc\b^iVcYZgZc @ZcoV]aZc!l^ZZilVYZcHZ^iZcVWgj[Zc!WZlZgiWVg#

å 1UALITATIVEå-ETHODENåUNDå4ECHNIKENåDERå %RFOLGSMESSUNG ;Vhi\ZcVjhdl^X]i^\l^ZY^ZfjVci^iVi^kZ@dcigdaaZYZg@VbeV\cZcZg\ZWc^hhZ ^hiY^ZfjVa^iVi^kZ6jhlZgijc\YZh:g[da\h#LVhc“ioiZ^cZbZ^c@VbeV\cZc\ji!

1UALITATIVEå-ETHODENåUNDå4ECHNIKENåDERå%RFOLGSMESSUNGå



YVholVg]jcYZgiiVjhZcY[VX]lZ^iZgZbe[d]aZcl^gY!_ZYdX]_ZYZhBVab^iYZb =^clZ^hÉHX]Vj¼9^gbVaY^ZhZcHX]ZVc¹kZghZ]Zcl^gY49Vh^hicVi“ga^X] Z^c:migZb#>cYZgGZ\Za[VaaZcBZ^cjc\h~j›Zgjc\Zc“WZgZ^c:be[Z]ajc\hdW" _Z`i Y^[[ZgZco^ZgiZg jcY \Zb~›^\iZg Vjh# C^X]ihYZhidlZc^\Zg ad]ci Y^Z HVbb" ajc\jcY7ZlZgijc\kdchjW_Z`i^kZctj›Zgjc\ZcVaaZbVa#>c[g“]ZcE]VhZcYZg @VbeV\cZ ZgaVc\i bVc hd >c[dgbVi^dcZc “WZg cdilZcY^\Z CVX]WZhhZgjc\Zc ·he~iZgciZgZhhVciZhWZg^X]iZcbjhh jcY h^X] cVi“ga^X] kdc hZ^cZg @dc`jggZco VW]ZWZc l^aa! ^hi Y^Z 8]VcXZ \gd›! YVhhZ^c\ji\ZbVX]iZh@VbeV\cZc\ji^cYZbZ^cdYZgVcYZgZcDca^cZ"IV\Z" WjX]:gl~]cjc\ÄcYZi#L^ZYVhZ^\ZcZ:be[Z]ajc\hdW_Z`i^cZ^cZbZilV^\Zc 7Zg^X]iVWhX]cZ^YZi!a~hhiG“X`hX]a“hhZ“WZgY^Z6`oZeiVcoYZgZ^\ZcZc6gWZ^i oj#6WZgc^X]icjg^cYZc7Zg^X]iZchZaWhiÄcYZch^X]fjVa^iVi^kZ6jhhV\Zc#K^Z" aZ\gd›ZLZWad\h`ŽccZcZ^cZV`i^kZ;Vc"c[dgbVi^dcZcojg :^chX]~iojc\YZhZ^\ZcZc@VbeV\cZc\jih# 9^ZHjX]ZcVX]gZYV`i^dcZaaZc:gl~]cjc\Zc^cLZWad\h[~aaigZaVi^kZ^c[VX]# 7ad\\ZghZioZcoj_ZYZb7Zg^X]i^bbZgVjX]Z^cZcA^c`ojgZbe[d]aZcZcLZW" h^iZ#Ojc~X]hiW^ZiZih^X]YV]ZgZ^c7a^X`^cY^Z6jhlZgijc\YZgZ^\ZcZcAd\ÄaZh Vc#>b6WhX]c^iiÉGZ[ZgZg¹ÄcYZch^X]VaaZKZglZ^hZkdcZmiZgcZcÉ9dbV^ch¹ jcY ÉJGAh¹ Vj[ >]gZ LZWh^iZ# 6c]VcY Y^ZhZg WZ`dbbi bVc hX]cZaa Z^cZc

å

%RFOLGSMESSUNG

zWZgWa^X` oj VaaZc kZga^c`ZcYZc LZWh^iZh# K^ZaZ YdlcadVYWVgZ @VbeV\cZc" \“iZglVcYZgc_ZYdX]Åj\hVjX]Vj[VcYZgZEdgiVaZjcYZcio^Z]Zch^X]hdb^i YZg@dcigdaaZ“WZgY^ZZ^\ZcZcAd\ÄaZh#:h^hiYV]Zg]ŽX]hih^cckdaa!VjX]“WZg ciZgcZio~]aib^iiaZglZ^aZ“WZg&%%%%jciZghX]^ZYa^X]Z;dgZc#9VYjgX]Z^\cZc h^X]Y^Zk^gijZaaZc8dbbjc^i^ZhZWZchd\ji[“gYVhHZZY^c\H~Zcl^Z[“gZ^cZ FjVa^i~ih`dcigdaaZ#L^gYYVhZ^\ZcZ:be[Z]ajc\hdW_Z`iojbc[dgbVi^dcZch^cYc^X]ihZaiZcckZhidgZc [VcYZc `Z^cZc aajh^dcZc jcYBni]ZcVjX]lZhZcia^X]`dhiZc\“chi^\Zg\ZhX]V[[ZclZgYZc`ŽccZc#B^i Z^cZb b^c^bVaZc 7jY\Zi hX]V[[iZ Zh ^]gZ EhZjYd"9d`jbZciVi^dc ÉI]Z 7aV^g L^iX]Egd_ZXi¹b^iYZcB^iiZacYZhK^gVaBVg`Zi^c\W^hVcY^ZHe^ioZYZg@^" cdX]Vgih#9^Z:g[da\h\ZhX]^X]iZYZh=dggdgÄabho~]ai]ZjiZojYZc@aVhh^`Zgc ^bK^gjhbVg`Zi^c\#

1UELLEåWWWAMAZONDE !BBILDUNGåå$6$ #OVERåDESå+ASSENSCHLAGERSå"LAIRå7ITCHå0ROJECT

>_dj[h]hkdZ][iY^_Y^j[ &,-*l^gY^cYZgYZZ!

$ASå"LAIRå7ITCHå0ROJECTå



Z^cZEhZjYd"9d`jbZciVi^dcb^iVji]Zci^hX]Zc=dggdghoZcZcojYgZ]Zc#B^iiZa ojbOlZX`hdaaiZcY^ZÄ`i^kZc:gaZWc^hhZkdcYgZ^;^abhijYZciZchZ^c!Y^ZWZ^ ^]gZcGZX]ZgX]ZcojZ^cZgY“hiZgZc=dggdg"AZ\ZcYZhZaWhiojbDe[ZgYZhYZZ[“gYVhEgd_Z`iVjX]\ZlZhZchZ^cbV\!Y^ZHiZg" cZhiVcYZcc^X]iWZhdcYZgh\ji[“gYVhÉ7aV^gL^iX]Egd_ZXi¹#K^ZaZcZc\V\^Zg" iZc;^abZbVX]ZgcWaZ^Wiigdio\Zc^VaZg>YZZcYZgLZ\ojbÄcVco^ZaaZc:g[da\ kZgheZggi# 9Zg ;^abbVg`i ^hi ]Vgi jcY l^gY kdc @dcoZgcZc Ydb^c^Zgi! Y^Z [“g Y^ZKZgbVg`ijc\Z^cZhZ^co^\Zc;^abholZ^hiZaa^\ZB^aa^dcZcWZig~\ZVjh\ZWZc# 9^ZCZlXdbZgbjhhiZch^X]VahdZilVh7ZhdcYZgZhZ^c[VaaZcaVhhZc!jbVcYZc igVY^i^dcZaaZc@Vc~aZckdgWZ^Z^cBVhhZcejWa^`jbojZggZ^X]Zc# AWcfW]d[d”X[hXb_Ya 9^Z @VbeV\cZ ojb ;^ab É7aV^g L^iX] Egd_ZXi¹ jb[VhhiZ Z^cZ K^ZaoV]a kdc Dca^cZ" jcY D[Å^cZ":aZbZciZc! Y^Z \ZhX]^X`i b^iZ^cVcYZg kZg`c“e[i ljgYZc# HX]g^ii[“gHX]g^iih~iZcBng^X`jcYHVcX]ZoccZg]VaW`jgoZgOZ^i[“aaih^X]YVh;dgjbYZhBdYZgVidghb^i=jcYZgiZc kdc:^cig~\Zc#

å

&ALLSTUDIEN

„@kd_ '//.0 Bng^X` jcY HVcX]Zo hiZaaZc Y^Z ZghiZLZWh^iZ oj ^]gZb ;^ab" egd_Z`i^chCZio#JciZglll#WaV^gl^iX]#XdbÄcYZc^ciZgZhh^ZgiZCjioZgZ^c ;dgjb!^cYZbYVh9d`jbZciVgegd_Z`iY^h`ji^ZgilZgYZc`Vcc#9ZhLZ^iZ" gZc\^WiZh6jhhX]c^iiZYZhK^YZdbViZg^Vahhdl^ZZ^c[“]gZcYZ:ga~jiZgjc\Zc ojb=ZmZc"Bni]dhjcYYZbKZghX]l^cYZcYZgHijYZciZc# „:[p[cX[h'//.0CdX]WZkdgYZg;^abjgVj[\Z[“]gil^gY!\Z]iY^ZZghiZ;Vc" H^iZdca^cZ#>]g[da\Zcb^cYZhiZch&.lZ^iZgZkdc;Vch^chAZWZc\Zgj[ZcZ Dca^cZ"Egd_Z`iZ!Z^cZBV^a^c\a^hi!Z^cLZWg^c\jcYZ^cZCZlhcZiciZgcZi`VbeV\cZ\ZlZhZchZ^c`Žcc" iZ#9^ZLZWbVhiZgYZhÉ7aV^gL^iX]Egd_ZXi;VcVi^X¼hk^ch\ZWZcWZ^he^ZahlZ^hZVc!cjghZ]gZc\V\^ZgiZ;VchojhZ^c# >c7Z\Z^hiZgjc\[“gYZc;^ab[dgYZgch^ZVaaZ7ZhjX]Zg^]gZgLZWh^iZVj[!YVh É7aV^gL^iX]Egd_ZXi¹Vj[WZ`VcciZcÉBdk^ZH^iZh¹edh^i^kojWZlZgiZc# 6W^\V^ajcY:g^XiVjX]Zc_ZYdX]he~iZgcdX]^cZ^cZbVcYZgZcOjhVbbZc]Vc\ Vj[!c~ba^X]^bGV]bZcZ^cZg9d`jbZciVi^dcVj[YZbÉHX^";^8]VccZa¹/6W^ jcY:g^Xh^cYY^ZolZ^6ci]gdedad\^Z"HijYZciZc!Y^Zoj[~aa^\YVh;^abbViZg^Va YZgkZghX]ljcYZcZcHijYZciZcÄcYZc# „@WdkWh'///0=Vggn@cdlaZh·Vc\ZhZ]ZcZg>ch^YZg^b;^ab\ZhX]~[i·adWi Vj[YZg]dX][gZfjZci^ZgiZcLZWh^iZÉ6^c¼i^i8ddaCZlh¹YVhÉ7aV^gL^iX] Egd_ZXi¹ jcY lZ^hi \aZ^X]oZ^i^\ Vj[ Z^c ;^ab[Zhi^kVa ]^c/ É6h [dg bdk^Zh Xdb^c\jeViHJC96C8:P;^ab;Zhi^kVaRi]ZdcZidhZZ^hI=:7A6>G L>I8= EGD?:8I! i]Z bdhi XgZZen! [jX`^c bdX`jbZciVgn bVYZ ° ZkZg#º>ch\ZhVbil^gYYVhÉ7aV^gL^iX]Egd_ZXi¹^cYZg;da\ZoZ^i“WZgolŽa[" bVaVj[É6^c¼i>i8ddaCZlh¹kdcjciZghX]^ZYa^X]Zc6jidgZcWZhegdX]Zc· _ZYZhBVaedh^i^kZgVahkdg]Zg#9^Z>ciZch^i~i!b^iYZgÉI]Z7aV^gL^iX]Egd" _ZXi¹Vj[YZgDca^cZ"EaVii[dgb\Zejh]il^gY!a~hhi>ch^YZghe~iZgkZgbjiZc! YVhhBng^X`jcYHVcX]ZoZcilZYZghZ]g\jiZ7Zo^Z]jc\ZcojYZcBVX]Zgc YZgLZWh^iZ\Z]VWi]VWZcb“hhZcdYZgZ^cZgYZgDca^cZ"GZYV`iZjgZY^gZ`i ^cYVh;^abegd_Z`i^ckdak^Zgi\ZlZhZc^hi# „@WdkWh'///0CVX]YZbHjcYVcXZ;^ab;Zhi^kVa`Vj[iYZgW^hYVidgZaVi^k jcWZ`VcciZ ;^abkZgaZ^] É6gi^hVc :ciZgiV^cbZci¹ Y^Z KZgbVg`ijc\hgZX]iZ Vb É7aV^g L^iX] Egd_ZXi¹ [“g &!& B^aa^dcZc 9daaVg# Bng^X` jcY HVcX]Zo lZgYZcYVg“WZg]^cVjhVcYZc:^ccV]bZcWZiZ^a^\i#LZiiWZlZgWZgWZa~X]Zac Y^ZG^h^`d[gZjYZkdc6gi^hVc#

$ASå"LAIRå7ITCHå0ROJECTå



„7fh_b '///0 9^ZLZWh^iZ lll#WaV^gl^iX]#Xdb l^gY `dbeaZii “WZgVgWZ^iZi jcY WZ`dbbi Z^c egd[Zhh^dcZaaZh! hX]lVgoZh 9Zh^\c# 9^Z >c[dgbVi^dcZc lZgYZcVjh[“]ga^X]Zg!jcYbZ]g\Z[~ahX]iZ7^aYZgjcYK^YZdhÄcYZc^]gZc LZ\^ch>ciZgcZi# „7fh_b'///0JbY^ZFjVa^i~iYZh;^abhoj“WZgeg“[ZcjcYjbY^Zb\aZ^X]ZcBdcVi^c[dgb^ZgiÉ6gi^hVc¹ cdX]'%%%lZ^iZgZ?djgcVa^hiZc“WZgYVhbnhiZg^ŽhZ9d`jbZciVgegd_Z`i# „7fh_bX_i@kb_'///09^ZBZY^Zch^cYkdcYZgEhZjYd"9d`jbZciVi^dcWZ" \Z^hiZgi#EgZhhZVgi^`ZajcY;ZgchZ]WZg^X]iZgZ^]Zch^X]cVX]`jgoZgOZ^iVc" Z^cVcYZg#ciZgcZikZg" W^cYjc\ZcZilVb^iZ^cZb*+`BdYZbdYZgZ^cZb>H9C"6chX]ajhhWZcŽi^\Zc _ZYdX]ojb9dlcadVYZ^cZgYZgVgi^\Zc9ViZ^b^cYZhiZchk^ZgW^h[“c[B^cjiZc# AWcfW]d[dijWhjkdZ#l[hbWk\ 9^Z =dgcWVX]"@VbeV\cZ hiVgiZiZ 6c[Vc\ D`idWZg YZh ?V]gZh '%%+# Jb Y^Z 6`i^dc^chGdaaZcojWg^c\Zc!Zg[da\iZZ^cZglZ^iZgiZhHZZY^c\#=^ZgojWZVj[" igV\iZ jcY `ddgY^c^ZgiZ 8gdhhbZY^V Y^kZghZKZgbVg`iZg jcY 9^ZchiaZ^hiZg# 9^Z HZZY^c\higViZ\^ZhV]kdg!^ccZg]VaWlZc^\ZgLdX]ZcYVh6bViZjgk^YZdb^iGdc =VbbZgh\ZhX]Z^iZgiZbHegjc\“WZgYZc=dgcWVX]"7VjbVg`ik^gVaWZ`Vccioj bVX]Zc#6chX]a^Z›ZcYljgYZYZgkZgbZ^cia^X]oj[~aa^\Vj[\ZcdbbZcZ8a^eVah IK"Hedi\ZhX]VaiZi# 9^Z @dbbjc^`Vi^dchhigViZ\^Z [da\iZ YVWZ^ Z^cZb YZo^Y^Zgi \ZeaVciZc E]VhZc" bdYZaa# zWZg Y^Z k^gVaZKZgWgZ^ijc\ YZhK^YZdh ]^cVjh ljgYZc k^ZaZ lZ^iZgZ =^ciZg\gjcY" jcY 7Z\aZ^i^c[dgbVi^dcZc \Zo^Zai kZgWgZ^iZi! jb Gdc =VbbZg AZWZcZ^coj]VjX]Zc#H~bia^X]ZBV›cV]bZchdaaiZc[“gYZck^gVaZc:[[Z`i$c^i^Vi^kZ É?jc\Z =ZaYZc¹ ^b GV]bZc YZh 7^`Zg":kZcih I]jcYZgYdbZ ^c 7Zga^cljgYZojh~ioa^X]ZEG\ZhX]“giEgZhhZb^iiZ^ajc\!gZYV`i^dcZaaZ7Zg^X]i" ZghiViijc\Vj[9H;#

å

&ALLSTUDIEN

1UELLEåWWWCROSSMEDIADEHORNBACH RONHAMMER !BBILDUNGåå!MBIENT -EDIENåBEWARBENåDENå2EKORDVERSUCHåIMå.ACHHINEIN

F^Wi[)07k\abhkd] K^ZgLdX]ZccVX]HiVgiYZg@VbeV\cZl^gYYZgÉ;V`ZºGdc=VbbZgVj[\ZaŽhi# 9^Zhhdg\iZ[“glZ^iZgZcccZg]VaWkdccjgk^ZgLdX]ZcZggZ^X]iZYZg8a^e“WZg olZ^ B^aa^dcZcK^ZlZg# 9Vkdc ]ViiZc h^X] cjg ZilVh bZ]g Vah &% EgdoZci HedihZaWhi]ZgjciZg\ZaVYZc#9VhciZgcZi`cVee,*B^a" a^dcZc#

B[^h[d"l[hc[_ZXWh[_dj[h]hkdZ][iY^_Y^j[ LZg`ZcciYVhEgdWaZbc^X]i/7Z^EgdWZVWdh!IZhiV`i^dcZcdYZgciZgZhhZcb^iYZbEgd_Z`i#HZ^cO^ZalVgZhojiZhiZc!l^Z bVcY^\^iVaZBjcYegdeV\VcYVVjhaŽhZc`Vcc!jcYb^iojZgaZWZc!l^Zh^X]Z^cZ 7dihX]V[ilZ^iZgkZgWgZ^iZiWol#VjX]c^X]i# P_[b]hkff[ O^Za\gjeeZ/ bZgc 

?j\ZcYa^X]Z! ;gVjZc jcY B~ccZg! Y^Z ]~jÄ\ IZaZ[dccjb" lZ^iZg\ZWZcdYZgYjgX]o#7#LZgWZVcgj[ZgWZa~hi^\ilZgYZc

6aiZg/

&'W^h-%?V]gZ

EgdÄa/ 

>ciZgcZiV[Äc^i~i!=VcYnWZh^ioZg

å

&ALLSTUDIEN

AWcfW]d[d”X[hXb_Ya CZWZcYZb^ccdkVi^kZc6cgj[WZVcildgiZg`dcoZeijb[VhhiZY^Zk^gVaZ@VbeV\" cZojYZbZ^cZLZWh^iZ!Y^ZY^ZKdgo“\Zkdc;gVc`Zga~jiZgiZ# CVX] YgZ^lŽX]^\Zg :cil^X`ajc\hVgWZ^i ljgYZ É;gVc`¹ Vah ZghiZh ^b Egd_Z`i" Wad\ ojg olZ^iZc6jÅV\Z YZhK^gVa"BVg`Zi^c\"7jX]h kdg\ZhiZaai k^gVabVg`Z" i^c\WjX]#igcY#Xdb#9^ZhZKdghiZaajc\WgVX]iZ_ZYdX]^cYZcZghiZcBdcViZccjg Z^c^\Z=jcYZgi7ZhjX]Zg#:ghiVah^b?VcjVgZ^cZGZ^]ZkdcgZ^X]lZ^iZchiVg`Zc LZWad\hYZcZghiZc7ad\Z^cigV\Vj[\g^[[ZcjcY“WZg;gVc`WZg^X]iZiZc!`VbYZg 9jgX]WgjX]#>ccZg]VaWkdcZ^ceVVgLdX]Zc`aZiiZgiZcY^Z6Wgj[ZkdcÉ;gVc`h LZWh^iZ¹Vj[“WZg&%%%%7ZhjX]ZgegdIV\#6cYZgZ7ad\hjcY`aVhh^hX]ZBZ" Y^Zc\g^[[ZcY^Z>YZZVj[!W^hhX]a^Z›a^X]hd\VgYVh;ZgchZ]Zc“WZgÉ;gVc`¹WZ" g^X]iZiZ#

1UELLEåWWWFRANK GEHT RANDE !BBILDUNGåå!LLEå6ORTEILEåVONå&RANKåAUFåEINENå"LICKå

A[hd[b[c[dj[Z[hAWcfW]d[ @ZgcYZgk^gVaZc@VbeV\cZlVgY^ZkdcHiZ[[ZcEZgh^ZaZcil^X`ZaiZ6Wl^bbZa" =dia^cZ É;gVc`¹! lZaX]Z jciZg YZg CjbbZg %&+( & ,( ,, )( oj ZggZ^X]Zc lVg!hdl^ZY^ZLZWh^iZlll#[gVc`"\Z]i"gVc#YZ#AZioiZgZY^ZciZVahIg~\ZgYZh ÉK^gjh¹!WZhX]g^ZWYZcCjioZckdc;gVc`jcYWdiZ^cZLZ^iZgZbe[Z]ajc\h"hd"

&RANKåGEHTåRANå



l^ZKdg[“]g[jc`i^dc# Hd `dcciZ h^X] _ZYZg >ciZgZhh^ZgiZ hX]dc kdgVW ^c ]d]Zg FjVa^i~iZ^cbVaVc]ŽgZc!lVh;gVc`YZb6cgj[ZghV\Zcl“gYZ/ Ê=kj[dJW]"b_[X[7dhk\[h_d"b_[X[h7dhk\[h$?Y^X_dc[dXdjedchdYZgch\ZhVbi `dcciZc ^b cZjcbdcVi^\Zc @VbeV\cZcoZ^igVjb `cVee cZjc B^aa^dcZcK^ZlhZggZ^X]ilZgYZc# >_dj[h]hkdZ][iY^_Y^j[ :h^hiYZg6aWigVjbZ^cZh_ZYZc6jid[V]gZgh/6j[YZbLZ\ojb\gd›Zc;j›" WVaahe^ZaYZhHd]cZh!ojgHX]jaVWhX]ajhh[Z^ZgYZgIdX]iZgdYZgojYZbVaaZhZci" hX]Z^YZcYZc[hWki\ehZ[hkd] @VjbZ^c6jid[V]gZg^hiZ^cZg[V]gZcZgEVccZcZmeZgiZ#9^ZbZ^hiZcBZchX]Zc `dbbZc ]ZjiojiV\Z b^i YZb LZX]hZa Z^cZh GZ^[Zch VaaZg]ŽX]hiZch ^c Z^cZg LZg`hiVii^c7Zg“]gjc\#9^Zc]VaiZc\Z]iZ^cheZo^ÄhX]ZhK^YZdhX]cZaa jciZg#9VhEgdbdiZcZ^cZhK^YZdhWZYVg[YV]ZgZ^cZh\ZhdcYZgiZc8dbbjc^in" BVg`Zi^c\Vj[YZcZ^coZacZcK^YZdedgiVaZc!lZaX]ZhVj[l~cY^\jcY]~jÄ\^c" Z[Äo^ZcihZ^c`Vcc# >b6eg^aZg[da\iZYVhHZZY^c\YZholZ^iZc8a^ehjcY6c[Vc\BV^ljgYZhX]a^Z›" a^X]YZgYg^iiZ8a^ekZgŽ[[Zcia^X]i#JbYVh6lVgZcZhh"AZkZa]dX]oj]VaiZc!ljg" YZcY^ZZ^coZacZcHedih_ZlZ^ahb^iZ^cZb6WhiVcYkdcZ^cZbBdcVikZgŽ[[Zci" a^X]i#9VWZ^lVg_ZYZhHZZY^c\b^iZ^cZbhiVg`Zc6chi^Z\YZgi~\a^X]Zc6Wgj[Z kZgWjcYZc# 9^Z]ŽX]hiZc6Wgj[oV]aZcZggZ^X]iZY^Z@VbeV\cZjc\ZlŽ]ca^X]ZglZ^hZWZgZ^ih ^bKZgaVj[YZgZghiZcLdX]Z#IgdioHZZY^c\hYZglZ^iZgZc8a^eh^cYZcBdcViZc YVgVj[`dcciZYVhBVm^bjbkdc`cVee&+%%%%6Wgj[ZcegdIV\c^X]ibZ]g \ZideeilZgYZc#CVX]YZbcZjcbdcVi^\Zc@VbeV\cZcoZ^igVjbeZcYZaiZch^X] Y^Z6Wgj[ZhX]a^Z›a^X]WZ^`dchiVciZc(%%%W^h+%%%K^YZdVWgj[ZcegdIV\Z^c# 9^ZhZE]VhZl^gYVjX]VahYZgÉadc\iV^a¹k^gVaZg@VbeV\cZcWZoZ^X]cZi# ;h\eb]ic[iikd] 9^Z:g[da\hbZhhjc\YZgDca^cZ"@VbeV\cZZg[da\iZ“WZgYVhkdcH9C" 6chX]ajhh WZcŽi^\Zc ojb 9dlcadVY Z^cZg YZgVgi^\Zc 9ViZ^ o#7# ^b 9jgX]" hX]c^iiZ^cW^holZ^B^cjiZc# OBBBB

KBBBB  FBBBB

DBBBB

B *



 ,

 

 ,  

 

 , 





, 





,

 

,0





 

,  



*

 ,  

 

 , 





1UELLEåWWWFOTOSPASSCOM !BBILDUNGåå3EITENABRUFEåVONåFOTOSPASSCOMåIMå+AMPAGNENZEITRAUMå

AWcfW]d[dijWhjkdZ#l[hbWk\ 6b&(#B~go'%%*hZcYZiZ_dj[h]hkdZ][iY^_Y^j[ ÉB^iiZcYg^chiViicjgYVWZ^¹·hdaVjiZiYVhBdiidYZhÉ9ZjihX]ZcHedgi[ZgchZ" ]Zch¹`jgo9H;!lZaX]ZhY^Z;ZgchZ]hZcYjc\ZcjcYYVhDca^cZ"6c\ZWdiYZh ;ZgchZ]`VcVahcVX]]Vai^\eg~\i#CVi“ga^X]he^Z\Zaih^X]Y^Z=Vaijc\VjX]^cYZc LZgWZV`i^k^i~iZcYZhHedgihZcYZghl^YZg#HdlVgZh`Z^cZzWZggVhX]jc\!YVhh YZg 9H; ojb HiVgi YZg 7jcYZha^\V"HV^hdc %)$%* hZ^cZ BVg`Zi^c\"6`i^k^i~iZc YjgX]Z^ccZjZh`jcYZccV]Zh@dbbjc^`Vi^dch^chigjbZciZg\~coiZ#EVgVaaZaoj `aVhh^hX]ZcLZgWZbV›cV]bZciZhiZiZYVh9H;Z^cZDca^cZ"@VbeV\cZ^bHi^a YZhK^gVaBVg`Zi^c\#=^ZgojhjX]iZYZgHedgihZcYZg^bKdg[ZaYZ^cheZo^Va^h^Zg" iZhJciZgcZ]bZc#9H;[VcYZh^cYZg=VbWjg\Zg6\Zcijg9^Vad\Hdaji^dch# >[hWki\ehZ[hkd] ;“g ;j›WVaa[Vch ]Žgi Y^Z 7Z\Z^hiZgjc\ cVX] Z^cZb 7jcYZha^\V"LdX]ZcZcYZ c^X]i eaŽioa^X] Vj[# 9Vh gjcYZ AZYZg ^hi VjX] Vj›Zg]VaW YZh HiVY^dch · lZcc VjX]jciZgWZljhhi·hi~cY^\eg~hZci#9^ZhZIVihVX]ZldaaiZh^X]9H;ojCjioZ bVX]Zc!jbVj[Vji]Zci^hX]ZjcYjciZg]VaihVbZ6gijcYLZ^hZY^Z7Z`Vcci]Z^i 7gVcY6lVgZcZhhhZ^cZg7jcYZha^\V"7Zg^X]iZghiViijc\ZcjcYYZhYVoj\Z]Žg^" \ZcDca^cZ"6c\ZWdihÉlll#Yh[#YZ$WjcYZha^\V¹ojhiZ^\Zgc# ciZgcZikZgW^cYjc\ZcZilVb^iZ^cZb*+`"BdYZb

&U”BALLåISTåUNSERå,EBENå



dYZgZ^cZb>H9C"6chX]ajhhWZcŽi^\Zc_ZYdX]ojb9dlcadVYZ^cZgYZgVgi^\Zc 9ViZ^^bbZgcdX]b^cYZhiZchk^ZgW^h[“c[B^cjiZc# 7Z^b 9ViZ^[dgbVi dg^Zci^ZgiZ bVc h^X] Vc HiVcYVgYh# Hd ljgYZ YVh kdc YZc bZ^hiZcE8hVWhe^ZaWVgZL^cYdlh"BZY^V";dgbVi\Zl~]ai# AWcfW]d[dijWhjkdZ#l[hbWk\ 9^Z9H;"@VbeV\cZhiVgiZiZVbaZioiZcHZeiZbWZgldX]ZcZcYZYZh?V]gZh'%%)# JbY^Z6`i^dc^chGdaaZcojWg^c\Zc!Zg[da\iZZ^c7Vh^h"HZZY^c\#9H;WZVj[" igV\iZY^Z6\Zcijg9^Vad\Hdaji^dchYVb^i!YZcZghiZc8a^eVj[o^Za\gjeeZcgZ" aZkVciZcEdgiVaZc^bYZjihX]Zc>ciZgcZiojedh^i^dc^ZgZc#=^ZgWZ^`VbZhYZb HedgihZcYZg]Vjeih~X]a^X]YVgVj[Vc!\Za^hiZiojlZgYZc#:^cZ\jih^X]iWVgZjcY$ dYZg`dhiZceÅ^X]i^\ZEdh^i^dc^Zgjc\ljgYZc^X]ikdg\ZcdbbZc#9Zg8a^eaVc" YZiZhd^cYZgGZ\Za^b6gX]^kYZh_ZlZ^a^\ZcEdgiVahjcYc^X]iVj[YZgHiVgi" hZ^iZ# 6bZghiZcCdkZbWZgldX]ZcZcYZZg[da\iZYVhHZZY^c\YZholZ^iZc8a^eh!jcY Z^cZ`cVeeZLdX]Zhe~iZgljgYZYZgYg^iiZ8a^ekZgŽ[[Zcia^X]i# EVgVaaZaojbHZZY^c\`dcciZcY^ZZ^coZacZcHedihcVX]Z^cVcYZgVjX]Vj[YZg 7jcYZha^\V"HZ^iZYZg9H;"LZWh^iZVW\Zgj[ZclZgYZc#

UBBBB

RBBBB

OBBBB

KBBBB

FBBBB

DBBBB

B O ciZgcZicjioZg \g^[[Zcojb6Wgj[YZgK^YZdhVj[Y^Z=Z^bViVYgZhhZlll#`"[ZZ#YZojg“X`# 9^ZVcYZgZc.%EgdoZciYZgK^ZlhZg[da\iZc“WZgYZc9dlcadVYkdcVcYZgZc LZWh^iZhdYZgY^ZLZ^iZg\VWZYZhHediheZg:"BV^a# „H[]_edWb[L[hj[_bkd] _d :[kjiY^bWdZ · 9^Z bZ^hiZcK^ZlZg gZ`gji^ZgiZc h^X]VjhYZc7Vaajc\hg~jbZc9ZjihX]aVcYh!l^ZWZ^he^ZahlZ^hZ=VbWjg\! @Žac!7Zga^cjcYB“cX]Zc# „Ckbj_fb_aWjeh[\\[aj[ · 9jgX] YZc HX]dX`Z[[Z`i YZg LZgWjc\ Zg]^Zai Y^Z @"[ZZ"@VbeV\cZ Z^cZ jc\Z]ZjgZ bZY^VaZ6j[bZg`hVb`Z^i# >c Z^cZgK^Za" oV]akdcVjÅV\ZchiVg`ZcBV\Vo^cZcjcYOZ^ijc\Zc!YVgjciZgY^ZI6O!IK He^ZaÄab!=VcYZahWaViidYZgYZg7^aY!ljgYZY^Z@VbeV\cZWZhegdX]ZcjcY `g^i^h^Zgi#

B[^h[d"l[hc[_ZXWh[_dj[h]hkdZ][iY^_Y^j[ 9^Z =ZghX]Z^YZg ?jbWd He^ZaZ c[dgbVi^dcZcojbHe^ZajcYYZhhZc:ghX]Z^cjc\hiZgb^c ojWZhdg\Zc# P_[b]hkff[ O^Za\gjeeZ/

_jc\ZB~ccZgVjhciZgcZiZg[V]gjc\ A[hd[b[c[dj[Z[hAWcfW]d[ 9^Z'*"hZ`“cY^\ZcHedihljgYZchdZcildg[Zc!YVhhh^ZYZbZcihegVX]Zc!lVh Y^ZO^Za\gjeeZWZgZ^ih\ZgcZlZ^iZgaZ^iZi#7Z^YZ8a^eh WVh^ZgiZc Vj[ gZVaZc H^" ijVi^dcZcl^ZZilVZ^cZgLVgiZhX]aVc\ZjcYZ^cZgchigjbZci oj kZglZcYZc! WVh^ZgiZ Vj[olZ^6heZ`iZc/ „7ap[fj_[hj[iC[Z_kc·K^YZdhh^cYkdcYZgDca^cZ"8dbbjc^inV`oZei^Zgi jcYlZgYZc\ZgclZ^iZg\ZgZ^X]iZc\#2eVhh"dcWol#Zbe[d]aZc# „M[jjX[m[hXilehj[_b[ ·K^YZdh h^cY Vj[l~cY^\Zg oj egdYjo^ZgZc Vah WZ^" he^ZahlZ^hZ Z^cZ EdlZgEd^ci"Eg~hZciVi^dc! Z^c 6Y\VbZ dYZg Z^cZ c]VaiZheZo^Va^h^ZgiZ>ciZgcZiVc\ZWdiZZiX##9VZ^c^\ZY^ZhZgEdg" iVaZ bdcVia^X] B^aa^dcZc6Wgj[Z kZgoZ^X]cZc! lZgYZc Y^ZhZ LZWh^iZh b^i k^gVaZbBViZg^VacVi“ga^X]“WZg]~j[i#zWZgZ^cZ\jih^X]iWVgZEdh^i^dc^Zgjc\ Vj[Y^ZhZcEdgiVaZcZcihX]Z^YZi]ZjiZYZh]VaWkdgcZ]ba^X]Y^Z`gZVi^kZjcY \ZhiVaiZg^hX]ZFjVa^i~iYZhHedih# „AedjWajpkIp[d[#?di_Z[hd·LVh\ZgVYZ^c^hijcYlZaX]Z6giHedihX]dc oj]Vj[YjgX]\ZcjYZailjgYZ!l^hhZc]~jÄ\cjg7ZigZ^WZgZ^chX]a~\^\ZgEdg" iVaZ#:^YdhjcYhZ^cZEVgicZg^c[dgb^ZgiZch^X]YV]ZgkdgVW^ciZch^kYVg“WZg! lZaX]Z>c]VaiZYZgoZ^iVah[g^hX]jcY“WZggVhX]ZcYkdcYZgO^Za\gjeeZlV]g" \ZcdbbZcl“gYZc#

(ITMANåånåVIRALEå+ILLERSPOTSåFßRSå.ETZå



„A[_d[c]VaiYZg8a^eh ljgYZhdo^Za\gjeeZcheZo^ÄhX]Vj[YZcZc\a^hX]ZcE"6YgZhhZYZhŽ[[cZc" YZcE8hVc9B8b^i\ZiZ^ailjgYZ#

zWZgY^Z6coV]ajciZghX]^ZYa^X]Zg>E"6YgZhhZc`dcciZ9B8ojc~X]hiY^Zjc" \Z[~]gZBZc\ZVc6Whe^Zajc\ZcYZgK^YZdh[Zhi]VaiZc#7Z^bKZg\aZ^X]YZg>E"

(ITMANåånåVIRALEå+ILLERSPOTSåFßRSå.ETZå



6YgZhhZckdc&#jcY'#`dcciZojYZbgZaVi^kZ^c[VX]YZgLZ^iZgZbe[Z]ajc\h" \gVYZgb^iiZailZgYZc# 9^Z >ciZ\gVi^dc Z^cZh heZo^ÄhX]Zc A^c`h ojg =^ibVc ' LZWh^iZ ^c YVhK^YZd ZgaVjWiZYZhLZ^iZgZc!Y^ZYjgX]YVhK^YZd^cYjo^ZgiZc6Wgj[ZYZgLZWh^iZoj bZhhZc# 6ah Yg^iiZh jciZghjX]iZ 9B8 Y^Z6coV]a jcY Edh^i^dc^Zgjc\ kdc A^c`h Wol# :gl~]cjc\ZcYZg=^ibVc"HedihVj[VcYZgZcLZWh^iZh#9VWZ^ljgYZY^Z9VjZg YZhKZglZ^hZhjcYY^ZHZ^iZcVWgj[ZYZgheZo^ÄhX]ZcH^iZh^cYZbWZigVX]iZiZc OZ^igVjb`jbja^Zgi# ;h\eb]iWkim[hjkd] 9^Z :g\ZWc^hhZ YZg =^ibVc ' @VbeV\cZ aVhhZc h^X] l^Z [da\i ojhVbbZc[Vh" hZc/ „7Xhk\[Z[hL_Z[ei·>ccZg]VaWYZgVX]ilŽX]^\Zc@VbeV\cZljgYZYVhK^" YZd)%)))-"bVaVc\ZhX]Vji#9^Z@dhiZcegdÉK^Zl¹^c`a#@gZVi^keaVcjc\! EgdYj`i^dc!KZgWgZ^ijc\jcYIgVX`^c\WZigj\ZcX^gXVoZ]c8Zci# „I_Y^jaedjWaj[·9dlcadVY"A^c`hojYZcWZ^YZcK^YZdhljgYZckdchX]~i" ojc\hlZ^hZ .!&* B^aa^dcZc CjioZgc \ZhZ]Zc `jbja^Zgi Vc]VcY YZg HZ^" iZcVWgj[ZjcYKZglZ^aYVjZgYZgCZccjc\YZgHedihVj[ZmiZgcZcLZWh^iZh# „Ab_Yai·Jc\Z[~]g(%%%CjioZg`a^X`iZcVb:cYZYZhK^YZdhVj[YZcA^c` ojg =^ibVc 'LZWh^iZ# 9V YVh =Vjeio^Za YZg @VbeV\cZ _ZYdX] Z^cZ 7Z" `Vcci]Z^ihhiZ^\Zgjc\YZgBVg`Z=^ibVclVg!ljgYZcY^Z@a^X`hcjgVah7d" cjhVc\ZhZ]Zc# „8kpp#?dZ[n·9^ZHjX]e]gVhZÉ=^ibVc'¹hX]V[[iZZhb^iZ^cZb`jbja^Zg" iZcLVX]hijbkdcjc\aVjWa^X]Zc&&,,%&EgdoZci^b?V]g'%%'Vj[EaVio +YZhNV]dd7joo>cYZm#JcYYVh!dWld]aY^Z@VbeV\cZZghi:cYZ'%%' \ZhiVgiZiljgYZ#9Zg7joo>cYZmWVh^ZgiVj[YZgi~\a^X]`jbja^ZgiZcHiZ^\Z" gjc\Z^cZhHjX]WZ\g^[[hYZgNV]ddHjX]bVhX]^cZ^cEgdoZci# „M[_j[h[cf\[^bkd]ihWj[ · 9^Z ÉeVhh"Vadc\¹"GViZ ljgYZ kdc :^Ydh jcY 9B8aZ^YZgc^X]ikZgŽ[[Zcia^X]i#7Z^YZEVgiZ^ZcWZoZ^X]cZcY^Z:g\ZWc^hhZ ^bKZg\aZ^X]ojVcYZgZc@VbeV\cZcVWZgVahÉhZ]goj[g^ZYZchiZaaZcY¹#

9VhHe^ZaÉ=^ibVc&¹kZg`Vj[iZh^X]W^h]ZgX^gXV+%%%%%"bVa·É=^ibVc'¹ljg" YZ^ch\ZhVbi“WZgYgZ^B^aa^dcZcBVakZg`Vj[i#DWjcY^clZaX]Zb6jhbV›Y^Z k^gVaZ@VbeV\cZY^ZKZg`~j[ZWZZ^cÅjhhi]Vi!^hicVi“ga^X]gZ^cZHeZ`jaVi^dc#

å

&ALLSTUDIEN

B[^h[d"l[hc[_ZXWh[ciZgVXi^kZ/lll#Z^Ydh^ciZgVXi^kZ#Xdb „BVkZg^X`BZY^V/lll#bVkZg^X`bZY^V#Xd#j` „9B8·9^\^iVaBZY^V8dbbjc^XVi^dc/lll#YbX#Xd#j`

$ERå3NOWGLOBEånåEINEåNICHT åERFOLGREICHEå+AMPAGNEå



å$ERå3NOWGLOBEånåEINEåNICHT åERFOLGREICHEå +AMPAGNEå AkhppkiWcc[d\Wiikd] 9^ZVj[K^gVaBVg`Zi^c\heZo^Va^h^ZgiZ6\ZcijgZ"igVXi^dch hiVjciZ ^b 9ZoZb" WZg'%%&c^X]ihX]aZX]i#ciZgcZijciZgcZ]bZchegVc\ZcVj[YZcOj\Vj[#

å

&ALLSTUDIEN

1UELLEåWWWE TRACTIONSCOM !BBILDUNGåå,USTIGåUNDåMAKABERåZUGLEICHånåDERåKLEINEå3NOWGLOBE

JbVjhYZgBVhhZVcZaZ`igdc^hX]ZcLZ^]cVX]ih`VgiZc]ZgVjhojhX]Z^cZc!bjhh" iZcY^Z@gZVi^kZcWZ^Z"igVXi^dchVahdZilVh6j›Zg\ZlŽ]ca^X]ZhZcil^X`Zac#O^Za lVgZh!Y^ZZ^\ZcZc@jcYZcojWZZ^cYgjX`ZcjcYYVYjgX]Y^ZZ^cZdYZgVcYZgZ LZ^iZgZbe[Z]ajc\ojgEgZhhZdYZgediZco^ZaaZc@jcYZcojZg]VaiZc# AWcfW]d[d”X[hXb_Ya @ZgcYZghZX]hlŽX]^\Zc@VbeV\cZlVgZ^cZB^hX]jc\VjhZ8VgYjcY;aVh]" He^Za b^i YZbI^iZa ÉHcdl\adWZ¹ Yi# HX]cZZ`j\Za! Y^Z Vc WZhiZ]ZcYZ @jc" YZcjcYVc\Z]ZcYZYZZ ]^ciZg ÉHcdl\adWZ¹ YjgX]Vjhajhi^\lVg!bV\YZg=jbdgWZ^YZgO^Za\gjeeZc^X]iVc\Z`dbbZc hZ^c# 9VYjgX] ZcihiVcY YVcc Z^c[VX] `Z^c 7ZY“g[c^h! Y^ZLZ^]cVX]ih`VgiZ lZ^iZgojaZ^iZc# „Ah_j_iY^[ CWii[ d_Y^j [hh[_Y^j · 6jX] lZcc Z"igVXi^dch Z^c^\Z =jcYZgi @dciV`iZVc\ZbV^ai]ViiZ![Z]aiZZhldbŽ\a^X]VcZ^cZg]^cgZ^X]ZcYZcOV]a Vc`dciV`i[gZjY^\ZcBZchX]Zc!Y^ZYZcK^gjh^chGdaaZc]~iiZcWg^c\Zc`Žc" cZc#

$ERå3NOWGLOBEånåEINEåNICHT åERFOLGREICHEå+AMPAGNEå



„;9WhZipkkdf[hidb_Y^·9VhBZY^jb:"BV^a^hiZ^c`jgoaZW^\Zh#K^Za hX]cZaaZgVahZ^cZ`aVhh^hX]ZLZ^]cVX]ih`VgiZaVcYZc“WZgœhh^\ZBV^ah^b Y^\^iVaZc EVe^Zg`dgW# 9Zg bVc\ZacYZ :g[da\ kdc ÉHcdl\adWZ¹ bV\ hdb^i ZWZc[Vaah ^c bVc\ZacYZg 6j[bZg`hVb`Z^i YZg O^Za\gjeeZ YjgX] >c[dgbV" i^dch“WZgaVhijc\WZ\g“cYZihZ^c# „A[_d[AedjWaj][d[h_[h[dZ[>WdZbkd]iWk\\ehZ[hkd]·6j›ZgYZg6j[" [dgYZgjc\!Y^ZHX]cZZ`j\ZaYdX]VcZ^ceVVg;gZjcYZjcY7Z`VcciZlZ^iZg" ojaZ^iZc!WZ^c]VaiZiZY^ZZ8VgY`Z^cZ\ZhX]~[ih[ŽgYZgcYZ=VcYajc\hVj[[dg" YZgjc\Zc\#2XVaaidVXi^dc#C^ZbVcY`dcciZVahdZg`ZccZc!YVhhZ"igVX" i^dchZ^cHeZo^Va^hi[“gk^gVaZ6`i^dcZclVg!jcYVj[\gjcYY^ZhZgIVihVX]Z @dciV`iVj[cZ]bZc# „A[_dWaj_l[iI[[Z_d]·Vj›ZgZ^cZ:"BV^aVc^]gZ@dciV`iZojkZghZcYZc! iViY^Z6\Zcijgc^X]ih!jbYVhHe^ZaWZ`VcciZgojbVX]Zc#@dciV`iojZ^c" hX]a~\^\ZcEdgiVaZcZiX#ljgYZc^X]iV`i^kVj[\ZcdbbZc# „ciZgcZicjioZgc hZ^ Z^c 9ZhVhiZg VWlZcYWVg# ?ZYZg! YZg h^X] [~]^\ [“]aZ jcY VaaZ ;gV\Zc ^c`ajh^kZ YZg Z^cZ B^aa^dcZc" Ejc`iZ"6j[\VWZaŽhZ!l“gYZd[Äo^Zaaojb:a[ZcZgcVccijcYjb\Z]ZcYoj Dg^Zci^Zgjc\h"!IgV^c^c\h"jcY@a^bVVceVhhjc\holZX`ZcojbCdgYeda\Z" Åd\Zc# „Kdj[h^Wbjkd]im[hj · Jb [“g ciZgcVi^dcVa¹Z^cjcYZg`a~gi!l^ZY^ZÉD[ÄX^VahkdcCdgi]EdaZ!>cX#¹ Z^cZ IgZcYlZcYZ ]ZgWZ^[“]gZc ldaaZc# CVi“ga^X] jb[Vhhi YVh Fj^o YVcc VjX]VaaZ;Z^c]Z^iZc!Y^ZÉLZgl^gYB^aa^dc~g4¹hdZg[da\gZ^X]bVX]iZc/9^Z heVccjc\h\ZaVYZcZBjh^`!Y^Z?d`ZgcVi“ga^X]VW\Z~cYZgi^cÉGj[Z^cZc:a[ Vc¹!É[gV\YVh:a[Zc"EjWa^`jb¹ZiX#jcYZ^cZcÉ^ciZaa^\ZciZc¹Fj^obVhiZg# „IkY^j\Wajeh · 9Vh Yg^iiZ oZcigVaZ 8]VgV`iZg^hi^`jb ^hi hX]a^Z›a^X] Bdi^kV" i^dc#L^ZhZ^cKdgW^aYhX]V[[iÉLZggZiiZiLZ^]cVX]iZc4¹Zh!hZ^cZHe^ZaZgkdaa ^c7ZhX]aV\ojcZ]bZc#:^cbVaVc\Z[Vc\Zc!^hiZh[VhijcbŽ\a^X]!l^ZYZgVj[" oj]ŽgZc#9^ZHeVccjc\^hihd\gd›!YVhhbVcZ^c[VX]lZ^iZgbVX]Zcbjhh#

JbY^ZhZÉHjX]i¹ojWZ\“chi^\Zc!ljgYZc`Z^cZojhX]lZgZc6j[\VWZc\Zl~]ai# OjYZbZg]VaiZcY^ZHe^ZaZgWZ^bolZ^iZc9jgX]he^ZaZc`Z^cZcZjZc!hdcYZgcZh lZgYZcY^ZhZaWZc;gV\Zc^cYZg\aZ^X]ZcGZ^]Zc[da\ZVW\Z[gV\i#9VhhZc`icVi“g" a^X]Y^ZAVc\oZ^ibdi^kVi^dcYZhHe^Zah![“]gi_ZYdX]YVoj!YVhh_ZYZgHe^ZaZgYVh >***;"+, 0 ,; 0>* ;0+

5

1UELLEåWWWUNLEASHEDMEDIACOM !BBILDUNGååå!NSCHREIBENåZUMå+AMPAGNENGUTåVONå5NLEASHEDå-EDIAåDTå ÃBERSETZUNG

M[_j[h[cf\[^bkd]iWdh[_p[kdZHW^c[dX[Z_d]kd][d 9VhHe^ZaVch^X]Wdi`Z^cZojh~ioa^X]ZcLZ^iZgZbe[Z]ajc\hVcgZ^oZ#K^ZabZ]g kZga^Z›Zch^X]Y^Z@gZVi^kZcVj[Y^ZFjVa^i~i^]gZgZ^\ZcZc6gWZ^iVah=VjeiVc" gZ^o[“gBjcYegdeV\VcYV# 6j›ZgZ^cZbVc`a^X`WVgZc;^gbZcad\dYZjiZiZ^bHe^Zaojc~X]hic^X]ihVj[Y^Z \ZlZgWa^X]Zc6Wh^X]iZckdcJcaZVh]ZYBZY^V]^c#:^cZojZglVgiZcYZ=VcY" ajc\hVj[[dgYZgjc\l^ZZilVÉ>ciZgZhh^ZgiVcZ^cZbZ^\ZcZcLZgWZhe^Za4@a^X`Zc H^Z]^Zg###¹^ciZ\g^ZgiZcY^Z:cil^X`aZg\ZhX]^X`i^cYZcZ^\Zcia^X]ZcHe^ZaVWaVj[ hZaWhi#BVX]ibVcc~ba^X]ciZgZhhZVc`dhbdeda^i^hX]ZcBdYZ"8dYZhVahB^iiZaojg9^[[ZgZco^Z" gjc\jcYVah6jhYgjX`YZheZghŽca^X]ZcHi^ah!]d]Z>ciZgcZiV[Äc^i~i AWcfW]d[d”X[hXb_Ya 9Vh@dcoZeihdaaiZkdgVaaZbYZb7ZY“g[c^h_jc\ZgBZchX]ZccVX]6ji]Zci^" o^i~ijcYYZZ/C^X]iYVhJciZgcZ]bZc!

$ERå7EBLOG %FFEKTå



hdcYZgcBZ^cjc\h[“]gZgVjhYZgO^Za\gjeeZWZg^X]iZcVjhYZcOZcigZcYZg^c" iZgcVi^dcVaZcBdYZ#H^ZYZX`ZcIgZcYhVj[!oZ^\Zc!lVh\ZgVYZldVc\ZhV\i^hi! jcY\ZWZcI^eehjcYIg^X`hojA^[ZhinaZ";gV\Zc#HX]cZaalVgZ^cCVbZ[“gYVh @dcoZei\Z[jcYZc/>chXZcZ:bWVhhn#K^gijZaaZIgZcYWdihX]V[iZcgjcYjbY^Z LZaihdaaiZcYZc;aV^gjcYHinaZYZgl^X]i^\hiZcBZigdedaZccVX]9ZjihX]aVcY Wg^c\ZcjcY\aZ^X]oZ^i^\edh^i^kVj[Y^ZBVg`Z>chXZcZVW[~gWZc# 9^ZJbhZiojc\Zg[da\iZ“WZgZ^cZGZ^]ZkdcLZWh^iZh!Y^ZadX`Zgb^iZ^cVcYZg kZg`c“e[i lVgZc#6ah gZYV`i^dcZaaZ YZci^i~i# „=bWkXm”hZ_]a[_j·KdgVaaZb_jc\ZAZjiZh^cYYZhÉLZgWZ"7aVWaVh¹“WZg" Yg“hh^\#H^ZldaaZcgZheZ`i^ZgijcYZgchi\ZcdbbZclZgYZc·c^X]iojaZioi VjX]kdcYZcJciZgcZ]bZc!YZcZch^Z^]gcY^k^YjZc\ZÄaiZgi#9Vh6biZ^cZh7dihX]V[iZghljgYZk^Zg 7ZlZgWZgckZga^Z]Zc!YZgZc8]VgV`iZg^hi^`VVbZ]ZhiZcb^iYZc:^\ZchX]V[iZc Z^cZhBZ^cjc\h[“]gZghVjhYZbO^Za\gjeeZchZ\bZci“WZgZ^chi^bbiZc#

$ERå7EBLOG %FFEKTå



M[_j[h[cf\[^bkd]iWdh[_p[kdZHW^c[dX[Z_d]kd][d 9VhEgZhi^\Zig~X]i^\Z6biYZhIgZcYWdihX]V[iZghhdg\iZ^ccZg]VaWYZgO^Za\gje" eZ[“gchXZcZ:bWVhhnojWZlZgWZc# 9Vg“WZg]^cVjhhiZaaiZcY^Z>chXZcZIgZcY"Edhi^c\hZ^cZhdo^VaZL~]gjc\YVg! Y^Z^ccZg]VaWYZgO^Za\gjeeZZ^cZc]d]ZcLZgiWZhV›#:^coZacZ!WZhdcYZgh^c" iZgZhhVciZ7Zg^X]iZkZgWgZ^iZiZch^X]^bkZgcZioiZcA^c`jc^kZghjbYZg7ad\\Zg! YZg7ad\dhe]~gZ# AWcfW]d[dijWhjkdZ#l[hbWk\ HiVgiYZg@VbeV\cZlVgYZg&,#B~go'%%(#6cY^ZhZbIZgb^c\^c\Y^ZIgZcY" WdihX]V[i ^c Id`nd dca^cZ# >c olZ^bdcVi^\Zb 6WhiVcY [da\iZc Y^Z lZ^iZgZc HiVcYdgiZ#>b\ZhVbiZc?V]g'%%(WZg^X]iZiZcY^Z>chXZcZIgZcYhXdjih^ccZg" ]VaW^]gZg6bihoZ^ihdVjhId`^d!CZlNdg`8^in!AdcYdcjcYhX]a^Z›a^X]^b =ZgWhi'%%(Vjh7Zga^c# Jb Y^Z @VbeV\cZ ^ch GdaaZc oj Wg^c\Zc! ljgYZ Y^Z >chXZcZ :bWVhhn “WZg \Zo^ZaiZHZZY^c\"BV›cV]bZcWZ`Vcci\ZbVX]i#9Voj\Z]ŽgiZY^Z@dciV`iVj[" cV]bZ oj gZaZkVciZc Jc^kZgh^i~iZc jcY =dX]hX]jaZc b^i HijY^Zc\~c\Zc l^Z 9Zh^\c!BdYZjcY;^ab#6ahC~]gWŽYZc[jc\^ZgiZc;dgZcjcYBV^a^c\a^hiZc# DWld]aY^Z>chXZcZ":bWVhh^ZhZ^cZZ^\Zchi~cY^\Z@VbeV\cZYVghiZaaiZc!lV" gZch^ZcVi“ga^X]^cY^ZchXZcZ:bWVhhnWZigVi@VghiVYiVWhdajiZhCZjaVcY# 9^ZhZgbji^\ZHX]g^iiljgYZkdcYZgO^Za\gjeeZ]dcdg^Zgi#9Zjia^X]ljgYZY^Zh jciZgVcYZgZbYjgX]Y^ZOV]aYZg7ZlZgWjc\ZcjcYY^Zedh^i^kZ:cil^X`ajc\ YZgOj\g^[[hoV]aZc“WZgYZc\ZhVbiZcEgd_Z`ioZ^igVjb]^clZ\#9Vhl^X]i^\hiZ :g\ZWc^hYZhEgd_Z`ihlVg_ZYdX]!YVhhY^Z>chXZcZ:bWVhhnY^ZBVg`Zojg“X` ^ch 7ZljhhihZ^c kdc BZ^cjc\h[“]gZgc WgVX]iZ# 9VYjgX] ljgYZc Y^ZLZ^X]Zc [“gZ^cZcVX]]Vai^\ZKZgWZhhZgjc\YZh>bV\Zh\ZhiZaai#

å

&ALLSTUDIEN

9^Z^ccdkVi^kZKZglZcYjc\YZhLZWad\";dgbVih^bBVg`Zc`dciZmiWZhX]ZgiZ >chXZcZjcY@VghiVYiZ^cZ\VcoZGZ^]ZkdcBZY^ZcWZg^X]iZc^cYZgcVi^dcVaZc jcY^ciZgcVi^dcVaZcBVg`Zi^c\";VX]egZhhZjciZgVcYZgZb^b9Zh^\c"BV\Vo^c E6chXZcZ:bWVhhn\^aihZ^i]ZgkdgVaaZb^bZc\a^hX]ZcHegVX]gVjb VahB^iWZ\g“cYZgZ^cZhheZo^ZaaZc7ad\\ZcgZh!YZgÉ=dcZhi6Y7ad\h¹# B[^h[d"l[hc[_ZXWh[chXZcZ :bWVhhn c^X]i [dgiojhZioZc# 9Vh 7ad\"Egd_Z`i ljgYZ Z^c\ZhiZaai! WZkdgZhZ^cZcVX]]Vai^\ZL^g`jc\Zci[VaiZc`dcciZ#9^ZBŽ\a^X]`Z^i!Y^ZO^Za" \gjeeZYVjZg]V[ioj^ckdak^ZgZcjcYojWZ\Z^hiZgc!ljgYZYVYjgX]kZgh~jbi#

å(ARRYå(AMBOå0RÊMIEåUNDå-ARKETINGTOOLå ZUGLEICHånå(APPY$IGITSåSTEIGERTå "EKANNTHEITåUNDå+UNDENZAHLåDURCHå MEHRSTUlGESå!DGAME AkhppkiWcc[d\Wiikd] Eg~b^ZchnhiZbZjcY7dcjhegd\gVbbZZg[gZjZch^X]Z^cZg^bbZg\gŽ›ZgZc7Z" a^ZWi]Z^i ^c YZg 7ZkŽa`Zgjc\# 9dX] Y^Z6`oZeiVco YZh Ejc`iZhVbbZach a^Z\i lZ^i]^ciZgYZbBŽ\a^X]Zcojg“X`#9V]Zg^hiZ^clZhZcia^X]ZhO^Za[“gY^Z7Z" igZ^WZgkdc7dcjhegd\gVbbZc!YZc@dchjbZciZcY^ZKdgiZ^aZjcYYZcCjioZc Z^cZg7dcjh`VgiZojkZgb^iiZac#Jb`dhiZcZ[Äo^Zci@jcYZc“WZgYVh>ciZgcZioj \Zl^ccZc!\^c\YVh7dcjhegd\gVbb=Veen9^\^ihcZjZLZ\ZjcYhZioiZVj[Y^Z BŽ\a^X]`Z^iZcYZhK^gVaBVg`Zi^c\#:^cbZ]ghijÄ\Zh6Y\VbZ“WZgY^Z6WZc" iZjZgZ^cZhhedgia^X]Zc=VbhiZghhdaaiZBjcYegdeV\VcYVVjhaŽhZc!YZcCVbZc =Veen9^\^ihWZ`VcciZgbVX]ZcjcYY^ZKdgo“\Zkdc@jcYZc`VgiZche^ZaZg^hX] Zg`a~gZc#9ZgEaVc\^c\Vj[/>ccZg]VaWkdccjgYgZ^BdcViZcZgo^ZaiZYVhHe^Za “WZg&%%%%%9dlcadVYhjcYljgYZkdc=jcYZgiZcVcYZgZgLZWh^iZhZbe[d]" aZc#

(ARRYå(AMBOå0RÊMIEåUNDå-ARKETINGTOOLåZUGLEICHå



>_dj[h]hkdZ][iY^_Y^j[ =Veen9^\^ih ^hi b^i gjcY ') B^aa^dcZc Vjh\Z\ZWZcZc 7dcjh`VgiZc Z^cZh YZg \gŽ›iZc @jcYZcW^cYjc\hegd\gVbbZ ^c 9ZjihX]aVcY# B^i cjg Z^cZg @VgiZ `ŽccZcY^ZIZ^acZ]bZgWZ^b:^c`Vj[Zc!IZaZ[dc^ZgZcdYZg7jX]ZcZ^cZgEVj" hX]VagZ^hZ Eg~b^Zcejc`iZ! Y^Z hd \ZcVcciZc 9^\^ih hVbbZac · WZ^he^ZahlZ^hZ WZ^@VghiVYi!I"8db!H^mi!CZX`ZgbVcc!I"BdW^aZ!FjZaaZ!I"Dca^cZ!GjccZgh Ed^ci![hWki\ehZ[hkd] >b ;g“]_V]g '%%' hiVcY Y^Z cZj\Z\g“cYZiZ 7ZigZ^WZg\ZhZaahX]V[i 86E 8jhid" bZg6YkVciV\ZEgd\gVbciZgcZi Zg]Ž]i lZgYZc! ojb VcYZgZc ldaaiZ bVc YZc @dchjbZciZc YVhEg^co^eZ^cZh7dcjhegd\gVbbh·YVh:^caŽhZcYZgEg~b^Zcejc`iZ9^\^ih ^cEg~b^Zc·^cZ^cZgZ^c[VX]Zc6gijcYLZ^hZkdghiZaaZc#zWZg\ZdgYcZiZhO^Za lVgZhcVi“ga^X]VjX]!\ZhX]^X`i6cgZ^oZ[“gZ^cZ6cbZaYjc\WZ^=Veen9^\^ih ojhX]V[[Zc# 9^Z >YZZ YZg 7ZigZ^WZg\ZhZaahX]V[i/ :^c `dhiZcadhZh 6Y\VbZ! YVh Y^Z CjioZg he^ZaZg^hX]Y^Z;jc`i^dcZcZ^cZh7dcjhegd\gVbbhZg`jcYZca~hhi!^cY^gZ`iY^Z 7Z`Vcci]Z^i kdc =Veen9^\^ih hiZ^\Zgi jcY YjgX] Z^cZc bZ]ghijÄ\Zc6j[WVj Bdi^kVi^dca^Z[Zgi!=Veen9^\^ihZ^cbVaVjhojegdW^ZgZc# B^iYZgKZglZcYjc\Z^cZh6Y\VbZhdaaiZY^ZojcZ]bZcYZ7ZYZjijc\kdcHe^Z" aZcVahLZgWZ[dgb\ZcjioijcYYZgYVb^i]~jÄ\Z^c]Zg\Z]ZcYZk^gVaZ:[[Z`iYZg CjioZglZ^iZgZbe[Z]ajc\^b>ciZgcZi^chigjbZciVa^h^ZgilZgYZc# ;“g Y^Z JbhZiojc\ hjX]iZ 86E Z^cZ `dbeZiZciZ jcY Zg[V]gZcZ6\Zcijg# 9^Z 7ZigZ^WZg\ZhZaahX]V[i[VcYh^Z^cYZg6cYZghjcYHZ^bCZjZBZY^Zc6b B^iiZaejc`i YZg k^gVaZc @VbeV\cZ hiVcY YVh bZ]ghijÄ\Z6Y\VbZ É=Vggn =VbWd¹!YVheg^b~gVj[YZgLZWh^iZkdc=Veen9^\^ih]ZgjciZg\ZaVYZclZgYZc `dcciZlll#]VeenY^\^ih#YZ#9VWZ^lVg_ZYdX]cjgZ^cIZ^aYZhHe^Zah`dhiZc" [gZ^#9^ZIZVhZg"KZgh^dcb^icjgZ^ceVVgAZkZah`dcciZkdc_ZYZb>ciZgcZicji" oZg\Zhe^ZailZgYZc#9^ZViigV`i^kZgZjcYjb[Vc\gZ^X]ZgZKdaakZgh^dc\VWZhVah Eg~b^Zcjg[“gIZ^acZ]bZgYZh=Veen9^\^ih"7dcjhegd\gVbbh#

1UELLEåWWWHAPPYDIGITSDE !BBILDUNGåå(ARRYå(AMBOånåDASå3PIEL

(ARRYå(AMBOå0RÊMIEåUNDå-ARKETINGTOOLåZUGLEICHå



A[hd[b[c[dj[Z[hAWcfW]d[ 9^ZI^iZaÄ\jgYZhl^io^\Zc?jbeGjc"jcYGZcche^ZahÉ=Vggn=VbWd¹^hiZ^c hedgia^X]Zg=VbhiZg!YZgL“hiZcdYZg9hX]jc\Zab^iGZcclV\ZcdYZg;aj\oZj\ YjgX]fjZgijcYYVWZ^Ejc`iZ^c;dgbkdc;g“X]iZcjcYHX]~ioZcZ^chVbbZai# 9^ZhZaVhhZch^X]·VcVad\ojb=Veen9^\^ih"HnhiZb·kdgYZbHiVgiZ^cZgcZj" ZcHigZX`Z\Z\ZccZjZOjhVio[jc`i^dcZcZ^ciVjhX]Zc# 9^Z`dhiZcadhZciZgcZijhZgojZggZ^X]Zc#BVcWZ\gZcoiZY^Z6`i^dcYV]ZgWZljhhi Vj[`Z^cZcWZhi^bbiZcOZ^igVjb#?ZbZ]gediZco^ZaaZ@jcYZc=Veen9^\^ih“WZg YVh He^Za `ZccZc aZgcZc l“gYZc! YZhid WZhhZg# :cihegZX]ZcY ÉoZ^iadh¹ ljgYZ YVh\VcoZ6Y\VbZ`dco^e^Zgi#=Vggn=VbWd`dcciZhdcdX]6c[Vc\'%%,·[Vhi [“c[?V]gZcVX]@VbeV\cZchiVgi·“WZg]VeenY^\^ih#YZ hdl^Z “WZg oV]agZ^X]Z lZ^iZgZHZ^iZc]ZgjciZg\ZaVYZclZgYZc# B^iZ^cZg9ViZ^\gŽ›Zkdc)!&B7gVc\^ZgiZYVh=Vggn"=VbWd"He^Za^bdWZgZc 7ZgZ^X]YZgYjgX]hX]c^iia^X]Zc9dlcadVY\gŽ›Zc#B^iZ^cZg“Wa^X]Zc9HA"KZg" W^cYjc\^hiYVhHe^Za^ccZg]VaWlZc^\ZgHZ`jcYZc]ZgjciZg\ZaVYZc#CjioZgb^i

å

&ALLSTUDIEN

hZ]gaVc\hVbZc>ciZgcZikZgW^cYjc\ZcZilVb^iZ^cZb*+`"BdYZbdYZgZ^cZb >H9C"6chX]ajhhWZcŽi^\Zc_ZYdX]ojb9dlcadVYZ^cZgYZgVgi^\Zc9ViZ^^b" bZgcdX]b^cYZhiZchVX]iW^holŽa[B^cjiZc# JbYVh6Y\VbZgZ^X]lZ^iZchiVg`ojkZgWgZ^iZc!hZioiZ6cYZghjcYHZ^boj7Z" \^cc YZg @VbeV\cZ Vj[ Z^c ZglZ^iZgiZh HZZY^c\ HigZjZc YZh He^Zah# =^Zgoj ljgYZYVh6Y\VbZeVgVaaZaojg=Veen9^\^ih"LZWh^iZ\jih^X]iWVgVjX]Vj[YZb ]dX][gZfjZci^ZgiZcEdgiVaW^aYhX]^gbhX]dcZg#YZl^gYkdcYZg6\Zcijg6cYZgh jcYHZ^bWZig^ZWZcVah9dlcadVYWZgZ^i\ZhiZaai#9ZhLZ^iZgZcljgYZc\Zo^Zai EVgicZg!Y^ZZWZc[Vaah9dlcadVYWZod\ZcZEdgiVaZjciZg]VaiZc!Vc\ZhegdX]Zc# :hYVjZgiZc^X]iaVc\Z!W^hh^X]Y^ZFjVa^i~iYZhHe^ZahjciZgYZcLZWbVhiZgc jcYDca^cZ"GZYV`iZjgZc]Zgjb\ZhegdX]Zc]ViiZ#9VÉ=Vggn=VbWd¹d]cZ6j[" aV\Zckdc_ZYZbEdgiVaojgKZg[“\jc\\ZhiZaailZgYZcYjg[iZ!lZgiZiZc^ccZg]VaW `jgoZgOZ^ik^ZaZeg^kViZ!]VaW`dbbZgo^ZaaZjcY`dbbZgo^ZaaZ>ciZgcZiVc\ZWdiZ ^]gZLZWh^iZhb^iYZb9dlcadVYYZh6Y\VbZhVj[# ;h\eb]ic[iikd] OZcigVaZ·bZhhWVgZ·:g[da\h\gŽ›ZlVgY^Z6coV]aYZg9dlcadVYhYZg`dhiZc" [gZ^Zc IZVhZg"KZgh^dc jcY YZg ZglZ^iZgiZc KdaakZgh^dc# 9^ZhZ `dcciZc [“g Y^Z IZVhZg"KZgh^dc“WZgW^aYhX]^gbhX]dcZg#YZjcY]VeenY^\^ih#YZVjh\ZlZgiZihdl^Z [“gY^ZKdaakZgh^dcVc]VcYYZgLZWh^iZYZh7dcjhegd\gVbbhZg]dWZclZgYZc# 6ahlZ^iZgZl^X]i^\Z·kdgVaaZbjciZgYZb6heZ`iYZgk^gVaZcKZgWgZ^ijc\WZ" YZjiZcYZ·ch\ZhVbiZgo^ZaiZY^Z@VbeV\cZ]ZgkdggV\ZcYZ:g\ZWc^hhZ/ „:emdbeWZiZ[hJ[Wi[h#L[hi_ed·>cYZcZghiZcYgZ^BdcViZccVX]@Vb" eV\cZchiVgi `dcciZc “WZg Y^Z dWZc \ZcVcciZc HZ^iZc ]VeenY^\^ih#YZ jcY W^aYhX]^gbhX]dcZg#YZcVX]lZ^ha^X]bZ]gVah&%%%%%9dlcadVYh\ZcZg^Zgi lZgYZc#7^h6c[Vc\'%%*o~]aiZcY^ZHZgkZghd\VgbZ]gVah'*%%%%6c[gV" \Zc#B^cYZhiZchY^Z\aZ^X]Z6coV]a9dlcadVYhljgYZ“WZgVcYZgZEdgiVaZ Vc\ZgZ\i# Hd o~]aiZ VaaZ^c Y^Z c^X]i Y^gZ`i “WZglVX]iZLZWh^iZ i"dca^cZ#YZ kdcCdkZbWZg'%%'W^hBV^'%%*“WZg&'*%%9dlcadVYh# „:emdbeWZi Z[h Lebbl[hi_ed · zWZg '%%%% IZ^acZ]bZg YZh 7dcjhegd" \gVbbhkdc=Veen9^\^ihZcihX]^ZYZch^X][“gY^ZKdaakZgh^dckdcÉ=Vggn

%INEåu6IRTUELLEå"AHNFAHRThå



„=VbWd¹ Vah Eg~b^Z# 9^Zh a~hhi Vj[ Z^cZ gZaVi^k ]d]Z @dckZgh^dchgViZ kdc IZVhZg"He^ZaZgcoj=Veen9^\^ih"@jcYZchX]a^Z›Zc# „7dpW^bWd:emdbeWZ#I_j[i·7^h?jc^'%%*`dcciZÉ=Vggn=VbWd¹cdX] Vj[“WZg'%%HZ^iZc^b>ciZgcZi]ZgjciZg\ZaVYZclZgYZc#9VWZ^Zgo^ZaiZYVh He^ZaVj[[VhiVaaZcEdgiVaZc!Y^ZY^Z7ZlZgijc\YZhHe^ZahYjgX]hZ^cZCji" oZgoja^Z›Zc!hZ]g\jiZfjVa^iVi^kZ:^chX]~iojc\Zc#

M[_j[h\”^h[dZ[B_j[hWjkh „LZWh^iZojb7dcjhegd\gVbb/lll#]VeenY^\^ih#YZ „9^Z6cYZghjcYHZ^bCZjZBZY^Zc6begZhh^dch# =Vjeicjiojc\hWZgZ^X] ^ccZg]VaW WV]c#YZ ^hi Y^Z GZ^hZVjh`jc[i# 7Z^cV]Z ''% B^aa^dcZcK^h^ihb^igjcY&!'B^aa^VgYZcEV\Z>begZhh^dchWZod\Zch^X]^b?V]g '%%)VjhhX]a^Z›a^X]Vj[Y^ZhZc7ZgZ^X]#EgdIV\lZgYZcgjcYolZ^B^aa^dcZc GZ^hZVjh`“c[iZZgiZ^ai# HeZo^Zaa7V]c[Vch]ViY^Z9ZjihX]Z7V]cVj[^]gZb7V]c"jcYBdW^a^i~ihedgiVa Z^cZ\VcoZGjWg^`\Zl^YbZi#9dgi\^WiZhVaaZh!lVhY^Z=ZgoZckdc:^hZcWV]" cZci]jh^VhiZc]Ž]ZghX]aV\ZcaVhhZc·WZ^he^ZahlZ^hZZm`ajh^kZCdhiVa\^ZgZ^hZc ^c`aVhh^hX]ZcO“\Zc![hWki\ehZ[hkd] 9Vh^X]^b>ciZgcZi`aZ^cZE8"He^ZaZjcY`jgolZ^a^\ZHXgZZchVkZgZ^cZg\gd›Zc 7Za^ZWi]Z^iZg[gZjZc!ZcihX]^ZYh^X]VjX]Y^Z9ZjihX]Z7V]cYVoj!^bGV]bZc YZg@jcYZcW^cYjc\jcYYZh7gVcY^c\Y^ZhZbjai^bZY^VaZcÉJciZg]Vaijc\hZaZ" bZciZ¹Vj[^]gZgLZWh^iZVcojW^ZiZc# Kdg VaaZb 7^aYhX]^gbhX]dcZg W^ZiZc Vjh BVg`Zi^c\h^X]i Z^cZ ]ZgkdggV\ZcYZ BŽ\a^X]`Z^i!@jcYZc"jcYJciZgcZ]bZch^ciZgZhhZcb^iZ^cVcYZgojkZg`c“e[Zc# 9ZcCjioZgc\Zl~]gZch^Z·lZcch^Zh^X]^c6gWZ^iheVjhZcVchX]VaiZc·6W" lZX]hajc\kdbhX]cŽYZc7^aYhX]^gb]^ciZg\gjcY#9ZcJciZgcZ]bZcW^ZiZch^Z ·hdlZ^i\ZhX]^X`iedh^i^dc^Zgi·Y^ZBŽ\a^X]`Z^i!^]gZcBVg`ZccVbZcl^ZYZg jcYl^ZYZgYZc@jcYZckdg6j\Zcoj[“]gZc#

%INEåu6IRTUELLEå"AHNFAHRThå



9^ZhZgIVihVX]ZlVgh^X]VjX]Y^Z9ZjihX]Z7V]cWZljhhi#OjgHiZ^\Zgjc\YZg BVg`ZcYjgX]Yg^c\jc\ É^b BZY^jb >ciZgcZi¹ WZVj[igV\iZ h^Z Y^Z6cYZgh jcY HZ^b6b B^iiZaejc`i YZg k^gVaZc @VbeV\cZ hiVcY YZg ^ciZgV`i^kZ 7^aYhX]^gbhX]d" cZgÉK^gijZaaZ7V]c[V]gi¹!YZgeg^b~gVj[YZbGZ^hZedgiVaYZg9ZjihX]Zc7V]c lll#WV]c#YZ ]ZgjciZg\ZaVYZc lZgYZc `dcciZ# 9Vg“WZg ]^cVjh higZWiZ YVh JciZgcZ]bZcZ^cZbŽ\a^X]hio^Za\gjeeZcheZo^ÄhX]ZKZgWgZ^ijc\YZhHX]dcZgh jciZgYZcCjioZgc“WZgBjcYegdeV\VcYVjcYVj[7V]cV[ÄcZcLZWh^iZhVc# A[hd[b[c[dj[Z[hAWcfW]d[ 9^ZÉK^gijZaaZ7V]c[V]gi¹kZghZioiYZcCjioZg^cY^ZEZgheZ`i^kZZ^cZhOj\[“]" gZgh#LV]alZ^hZZg[da\iY^ZhYjgX]YZc7a^X`VjhZ^cZb>8:"8dX`e^i!ldYjgX] Y^ZBdYZgc^i~iYVg\ZhiZaail^gY!dYZgYjgX]Y^ZH^X]ilZ^hZVjhYZb;“]gZghiVcY Z^cZg 9VbeÅd`dbdi^kZ! jb YZg IgVY^i^dchkZgWjcYZc]Z^i k^ZaZg :^hZcWV]c" [gZjcYZGZX]cjc\ojigV\Zc# 9VWZ^ oZ^\i YZg 7^aYhX]^gbhX]dcZg Y^Z ;V]gi YjgX] Z^cZ k^gijZaaZ AVcYhX]V[i# CZWZcYZggZVa^hi^hX]Zc(9"K^hjVa^h^Zgjc\kdc;V]gihigZX`ZjcYLZiiZgkZgb^i" iZaiYZgheZo^ÄhX]ZHdjcYYZhHXgZZchVkZghYVh***; ," 7 , &; > /;  N GKAE+GDE,0'GUQ,K:K:AA:AOO::Q,QQDK DQOA :1KE,G4 -+3+S'303+"++63,333,03D:;AU;HAAO3103, ,'7  ," ; 23% 0, 3"3 03&3T+ "3,"3=3  =>>***; ," 7!, &;  3 ," 7$,0

1UELLEåWWWWDESIGNDE !BBILDUNGåå% -AIL (ERAUSFORDERUNGåZUMå%LFER$UELL

9ZgbGV]bZcYZgAVc\oZ^ibdi^kVi^dcljgYZcVj[YZgBZY^VXje"LZWh^iZgZ\Za" b~›^\ Y^Z Ide"He^ZaZg kZgŽ[[Zcia^X]i# Cjg lZg ^bbZg cZjZ ch\ZhVbi Zgo^ZaiZ Y^Z oZcigVaZ EaVii[dgb ojb Ijgc^Zg ^b LZW'&--&&EV\Z>begZhh^dch#6j[YVh:a[Zg9jZaaZciÄZaZcYVWZ^X^gXV+, EgdoZciYZgHZ^iZcVWgj[Z&)++%)E>h# „L_i_ji kdZ L_i_jehi · L~]gZcY YZg @VbeV\cZc o~]aiZc Y^Z HZgkZg kdc l(YZh^\c(-(--7ZhjX]ZWZ^+('.K^h^idgh# „L[hm[_bZWk[h·>b9jgX]hX]c^iiWa^ZWZ^c7ZhjX]Zg`cVeeYgZ^B^cjiZc Vj[YZgLZWh^iZ# „7dpW^b;b\[h:k[bb[·'))()k^gijZaaZ:a[bZiZghX]^Z›ZcljgYZcYjgX]\Z" [“]gi#9VWZ^WZhig^ii_ZYZgHe^ZaZg^bHX]c^ii'!)9jZaaZ#9^ZV`i^khiZcBja" i^ea^`VidgZcWgVX]iZcZhhd\VgiZ^alZ^hZVj[“WZg)%He^ZaZegdEZghdc# „M[_j[h[cf\[^bkd]ihWj[·+&!(EgdoZciYZg7ZhjX]Zg[dgYZgiZcZ^cZcYZZcojZcil^X`Zac!jb \Zo^ZaiBjcYegdeV\VcYV[“gÉK^gVaBVg`Zi^c\¹VjhojaŽhZc#

å

&ALLSTUDIEN

>_dj[h]hkdZ][iY^_Y^j[ CVX] “WZg Z^cZb ?V]g6gWZ^i lVg Zh hdlZ^i#6b -# D`idWZg '%%* hiVcY YVh 7jX]ÉK^gVaBVg`Zi^c\·L^ZH^ZBjcYegdeV\VcYV\Zo^ZaiVjhaŽhZcjcYciZgcZiV[Äc^i~i!BVg`Zi^c\l^hhZc

O^ZaYZhBjcYegdeV\VcYV"Egd_Z`ihojÉK^gVaBVg`Zi^c\¹lVgZh!Y^Z'#6jÅV\Z YZh7jX]h^c]Vaia^X]jcYfjVa^iVi^kkdgojWZgZ^iZcjcY\aZ^X]oZ^i^\ÉYZZ\Z[jcYZclVg!`“bbZgiZh^X]Y^Z8dbbjc^inZWZchdjbY^Z `dc`gZiZJbhZiojc\YZg6jY^digV^aZg#H^ZY^h`ji^ZgiZYVg“WZg!lZaX]Z6WhX]c^i" iZYZh7jX]hVbWZhiZceVhhZcl“gYZc!hi^bbiZ“WZgY^ZHi^bbZYZhHegZX]Zgh VWjcY“WZgcV]bhX]a^Z›a^X]VjX]Y^ZÉKZgiZ^ajc\¹YZgEdYXVhih^b;gZjcYZh"! 7Z`VcciZc"jcY@daaZ\Zc`gZ^h# 9^Z6jY^digV^aZghZaWhiljgYZckdcIgcYojbHZaWhi`dhiZcegZ^hegdYjo^Zgi!VjX] YZgHegZX]Zg8]g^hi^Vc=dZc^c\cV]bcjgZ^cZ6j[lVcYhZcihX]~Y^\jc\[“ghZ^" cZcEVgi#9VhIgVX`^c\YZg;^aZhljgYZ`dhiZcadhYjgX]Y^Z=VbWjg\Zg6\Zcijg 9^Vad\Hdaji^dchZgbŽ\a^X]i!Y^ZY^ZYgZ^;^aZhZcihegZX]ZcYeg~eVg^ZgiZ# M[_j[h[cf\[^bkd]iWdh[_p[kdZHW^c[dX[Z_d]kd][d 9^Zk^gVaZ@VbeV\cZojgolZ^iZc6jÅV\ZkdcÉK^gVaBVg`Zi^c\¹jb[VhhiZ`Z^" cZheZo^ZaaZcLZ^iZgZbe[Z]ajc\hVcgZ^oZ#:hljgYZkdaajcY\VcoVj[YVh^ccd"

6IRALå-ARKETINGåFßRåSICHåSELBSTå



kVi^kZ@dcoZeiYZgAZhZg^ciZ\gVi^dcjcYY^ZC“ioa^X]`Z^iYZg^bGV]bZcYZh Egd_Z`ihZcil^X`ZaiZc6jY^digV^aZg\ZhZioi# 9^Z9ViZ^\gŽ›ZcYZgEdYXVhihgVc\^ZgiZcb^iYjgX]hX]c^iia^X]'!*B7VbdWZ" gZc:cYZYZg\~c\^\Zc9dlcadVY\gŽ›Zc#CjioZgb^ihZ]gaVc\hVbZc>ciZgcZi" kZgW^cYjc\ZcZilVb^iZ^cZb*+`BdYZbdYZgZ^cZb>H9C"6chX]ajhhWZcŽ" i^\ZcWZ^he^ZahlZ^hZojb9dlcadVYZ^cZgYZgVgi^\Zc9ViZ^b^cYZhiZchh^ZWZc W^hVX]iB^cjiZc# AWcfW]d[dijWhjkdZ#l[hbWk\ 9^Z:^caVYjc\ojbEgd_Z`iZg[da\iZVb,#6j\jhi'%%+#6aaZ^ciZgZhh^ZgiZcB^i" \a^ZYZgYZgIgcY"8dbbjc^in`dcciZcYVgVj[]^c^]gZ7ZlZgWjc\ZcZ^cgZ^X]Zc# 9^Z ^c YZg GZ\Za hZ]g Vjh[“]ga^X]Zc :ga~jiZgjc\Zc YZg 7ZlZgWZg a^Z›Zc k^ZaZ G“X`hX]a“hhZ“WZgY^ZBdi^kVi^dcjcYY^Z;~]^\`Z^iZcoj# ;;;33S13Q3),3+7,'30,3" 3 ,3%33 3 "33,3 3++3-1"',,+3S3 ,3 ;3+ 53T, 53-  53$/53"'37 ,++3',33 , 3++3" 3"03 3+ 1"3&1;3
 30"I 3,53 ,I ,"303 3&,+ ,'303%3 ,'"++3* 3"3DAAB3& 3 3211 3"3 3"3DAAB3 &, 3* ;323 '353 ,30,313 3"S"3 &,+ ,'7,I,033!,"3+30,3',3" 3 3 3"+533 030,3 32'"3 33., 3 3 3 ,"+3,0'3" 3"7",+T3 3%3"T;3 3231,303,"3 3,/3" 3*3,"3$ 5 ,+13 33031 53*,3 3!3
,  3"03$0,3&,+ ,'3&,3%31;3233 ,13 3*,3"3*  7 7 0 " ,"I,+13 31 , +53 ,3303 ,3,"33@7P3 ,3 #'3T++3S3033 3"1'381"+321+ "8;3 2S 303"53*33S3"33 , 3.,  ,3*T;

1UELLEåWWWTRNDCOMå !BBILDUNGåå%INEåTYPISCHEå"EWERBUNGåFßRåDASå6IRALå-ARKETINGå0ROJEKT

9^ZVjh\Zl~]aiZcIZ^acZ]bZga^Z›Zch^X]cZWZc^]gZc^cY^k^YjZaaZc;~]^\`Z^" iZc!Y^ZbV›\ZWa^X][“gY^Z6jhlV]alVgZc!YjgX][da\ZcYZhEgdÄaX]VgV`iZg^" h^ZgZc/ YZZYZg6jY^digV^aZgVahIZhidW_Z`i[“g Z^c k^gVaZh @VbeV\cZc\ji ^c YZg 8dbbjc^in ]ZgVjh#6b ''#%.# hiVgiZiZ Y^Z 9^h`jhh^dcYZgojkZglZcYZcYZc7jX]VWhX]c^iiZ#OlZ^LdX]Zche~iZgljgYZ Vc]VcYkdc7Z^he^Zah~ioZc“WZgY^ZHi^bbZYZhHegZX]ZghVW\Zhi^bbi# CVX]olZ^lŽX]^\ZgEgdYj`i^dchoZ^ilVgZhVb&&#CdkZbWZg'%%+hX]a^Z›a^X] hdlZ^i/9^Z6jY^digV^aZghiVcYZcojb9dlcadVYjcYDca^cZ"6Wgj[WZgZ^i#Jb Y^ZKZgWgZ^ijc\^chGdaaZcojWg^c\Zc!Zg[da\iZZ^cZ^c[VX]ZhHZZY^c\#6aaZIZ^a" cZ]bZgYZg8dbbjc^in]ViiZcY^Z6j[\VWZ!^c^]gZbeg^kViZcjcYWZgjÅ^X]Zc Jb[ZaYY^Z9ViZ^ZcojhigZjZcjcYlZ^iZgojZbe[Z]aZc#6j[Z^cZglZ^iZgiZhHZZ" Y^c\ljgYZojIZhiolZX`ZcWZljhhikZgo^X]iZi!jbY^ZÉOj\`gV[i¹YZg8dbbj" c^inhZaWhiZ^cYZji^\WZhi^bbZcoj`ŽccZc# 9VhEgd_Z`iZcYZiZVb(%#&&#'%%+# ;h\eb]ic[iikd] 9^Z :g[da\hbZhhjc\ YZg @VbeV\cZ Zg[da\iZ “WZg Y^Z 6jhlZgijc\ [da\ZcYZg @ZccoV]aZc/ „L_i_jikdZFW][?cfh[ii_edi·L^Z]~jÄ\ljgYZYVhEgd_Z`i"7ad\WZhjX]i jcYl^Zk^ZaZHZ^iZcljgYZcVj[\Zgj[Zc4 „>h[h · L^Z ]~jÄ\ ljgYZc Y^Z6jY^digV^aZg ojb 7jX] ]ZgjciZg\ZaVYZc! \ZiVjhX]ijcYVc\Z]Žgi4 „CkdZfhefW]WdZWgkej[·L^Zk^ZaZYZVa[VaaZggZ^X]i4 „Ckbj_fb_aWjeh[d ·LZaX]Z ZmiZgcZc BZY^Zc WZg^X]iZiZc “WZg YVh Egd_Z`i jcY$dYZgY^Z6jY^digV^aZg4 „L[haWk\ipW^b[d·L^Z]VWZch^X]Y^ZKZg`~j[ZkdcÉK^gVaBVg`Zi^c\¹cVX] HiVgiYZhEgd_Z`ihZcil^X`Zai4

;h\eb]iWkim[hjkd] 9Vh BjcYegdeV\VcYV"Egd_Z`i ojb 7jX] ÉK^gVa BVg`Zi^c\¹ Zgo^ZaiZ [da\ZcYZ :g\ZWc^hhZ/

å

&ALLSTUDIEN

„7Xhk\[Z[h7kZ_ejhW_b[h·>ch\ZhVbiljgYZcY^Z6jY^digV^aZgojhVbbZc )&)'"bVaVW\Zgj[Zc#6j[_ZYZcYZgÉhigZjZcYZc¹)'Egd_Z`iiZ^acZ]bZgZci" [VaaZchdb^i`cVee&%%6Wgj[Z#9^Z6coV]aVc:"BV^a"LZ^iZgaZ^ijc\ZcYZg ;^aZhÄZaYVWZ^kZg]~aic^hb~›^\\Zg^c\Vjh#Cjg,'("bVa`dcciZY^ZhZ;dgb YZgLZ^iZgaZ^ijc\\ZbZhhZclZgYZc#9Vhch^YZgfjZaaZckdb;^abYgZ]hiVbbZcl“gYZ#9^Z>YZZYV]^ciZg/?djgcVa^hiZc hZ]Zc;Vc"H^iZhYjgX]^]gZJcVW]~c\^\`Z^iVah\jiZ>c[dgbVi^dchfjZaaZ[“g6g" i^`ZaVc#JcY_Z]~jÄ\ZgZ^c;^ab^b>ciZgcZikdcjciZghX]^ZYa^X]Zc;Vc"H^iZh Zgl~]ci l^gY! YZhid \gŽ›Zg ^hi Y^ZLV]ghX]Z^ca^X]`Z^i! YVhh Y^Z igVY^i^dcZaaZc BZY^Zc YVb^i WZ\^ccZc! “WZg YZc ;^ab jcY Y^Z ;Vc"Egd_Z`iZ oj WZg^X]iZc · WZhdcYZgh! lZcc Z^c^\Z YZg jc`dbbZgo^ZaaZc6c\ZWdiZ VjX] cdX] Vc\ZWa^X] É\Z]Z^bZh¹BViZg^VakZgŽ[[Zcia^X]Zc#HdZcihiZ]iZ^c=neZ# 9VhhYVhciZgcZiVc\ZWd" iZc!Y^Z^chiVg`ZbKZgYVX]ihiZ]Zc!kdc;^abhijY^dhZghiZaaildgYZcojhZ^c# >bL^hhZcjbY^ZhX]l^cYZcYZc[dgbVi^dcZcc^X]iZci[ZgciZcjcY^cÉd[[ZcZ¹@dc[gdc" iVi^dcb^iYZcHijY^dh\^c\Zc# :^c7a^X`^cY^ZIV\ZhegZhhZa~hhiY^ZKZgbjijc\Vj[`dbbZc!YVhhY^ZhZIV`i^` ^ck^ZaZcJciZgcZ]bZchWZgZ^X]Zc\Vc\jcY\~WZhZ^c`ŽcciZ#9Zg8dbejiZg" =ZghiZaaZg6eeaZhX]V[[iZZhWZ^he^ZahlZ^hZW^hBV^'%%*c^X]i!Z^cÉAZX`¹^b Z^\ZcZcJciZgcZ]bZcojhide[Zc#>bbZgl^ZYZg\ZaVc\iZckZgbZ^cia^X]É\Z]Z^" bZ¹ >c[dgbVi^dcZc oj cZjZc6eeaZ"EgdYj`iZc Vc Y^Z y[[Zcia^X]`Z^i# JcY WZ^ cV]Zoj_ZYZgKZgŽ[[Zcia^X]jc\cZjZgÉ