158 17 5MB
German Pages 239 Year 2007
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]ZgbVZc \ZZ^\" cZi#L~]aZcH^ZY^ZBZi]dYZcjcYKdg\Z]ZchlZ^hZc!Y^Z[gY^Z_ZlZ^a^\Z 6jh\Vc\hedh^i^dcYZc\giZc: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]g^\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\ZWX]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`ccZc!l~]gZcYYZZc!LZgiZ!gZa^\^hZBdi^kZ!BZadY^Zc!BdYZc!L^ioZdYZg Heg^X]lgiZglZ^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#6jhYZgJcb\a^X]`Z^i! VaaZOjhVbbZc]~c\ZYZhi~\a^X]ZcAZWZchhi~cY^\oj]^ciZg[gV\ZcjcYZg`a~gZc oj`ccZc!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`ZacjcYWZgY^ZhiYZgGZea^`Vi^dchbZX]Vc^hbjhVaaZgY^c\hjckdaa`dbbZc!ZcihiZ]ZcBjiVi^d" cZcZilV^c;dgbkdcYZZÄcYZik^ZaZzWZgig~\ZgjcY bVcX]kZgbZ^cia^X]ZgÉ7gaaZg¹`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 WghiZc!h^Zh^cYk^ZaZ]Zghdo^Vabdi^k^Zgi!ldaaZc^]gZcB^ibZchX]Zc]Za[Zc# 9VgWZg]^cVjh\^WiZhZ^cZYZZWZ^ÉKZg`~j[Zgc¹]^c\Z\ZcVj[6WaZ]cjc\! WZZcYZch^Zc^X]icjgYZcKZgWgZ^ijc\hegdoZhhYZg7dihX]V[i!hdcYZgc`ccZc ^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! `dcciZcViga^X]c^ZbVcYVjhYZg6Whi^bbjc\Vjh\ZhX]adhhZclZgYZc# :hYVjZgiZc^X]iaVc\Z!W^hVjX]Z^cYZjihX]Zg;jWVaa[VckdcYZg6Whi^bbjc\ ]giZ# :g kZg[VhhiZ Vc hZ^cZ ;gZjcYZ jcY @daaZ\Zc Z^cZc6j[gj[! [g 9^ZibVg =VbVccojhi^bbZc07Z\gcYjc\/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`ccZc![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!kZg[[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 7gX`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!ldgWZgh^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@YZgjcYOj\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" iga^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!hdaaiZVWZgb\a^X]hik^ZaZYZgcVX][da\Zc" YZc8]VgV`iZg^hi^`VVj[lZ^hZc/ L[h]d][d"Kdj[h^Wbjkd]"IfW·:^cZg[da\gZ^X]Zh@VbeV\cZc\ji^hiVW" lZX]hajc\hgZ^X]jcYjc\Zl]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# 7k[h][m^db_Y^[ Djpb_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\iZgcYg[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\ZgcWZgYZc 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! YVgWZg 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\gjeeZchidZc`cciZc# 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;jWVaahe^Za!-.#B^cjiZ!Y^Z=Z^bbVcchX]V[ia^Z\iojgX`! o^Z]iZ^cHe^ZaZgYZg[]gZcYZcBVcchX]V[iY^ZCdiWgZbhZjcY[djaiYZc\Z\cZg^" hX]ZcHigbZghdhiVg`!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]^ZiIdgZ·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 GROENå "RAUEREIENå +EI NEåGUTEå!USSICHTåALSOåFßRåDENå-ARKTEINTRITTåEINERåNEUENå"IERMARKEå$ENNOCHå VERSUCHTENåSICHåDIEå5NTERNEHMERåUMå,IAMå-ULHALLåMITåEINERåORIGINELLENå)DEEå UNDåEINEMåAUSGEFEILTENå6ERMARKTUNGSPLANåGEGENåDIEå'ROENåDURCHZUSETZENå !BERåNICHTåETWAåIMåDIREKTENå7ETTBEWERBå$ASå:IELåVONå-ULHALLåWAR åEINEåNEUEå 0RODUKTKATEGORIEåZUåSCHAFFENåDASåu0UBLIC "EERhåDTåUNGEFÊHRåå6OLKSBIER $ASå +ONZEPTå ZUå u"LOWmYhå BASIERTå AUFå DERå CLEVERENå )DEEå EINERå lNNISCHENå &UBALLMANNSCHAFTå!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 !UERGEWÙHNLICHEå.ßTZLICHKEIT @VbeV\cZc\iZg bhhZc c^X]i ^bbZg jciZg]VaihVb hZ^c! jb :be[Z]ajc\Zc VjhojahZc# CZWZc HeV jcY KZg\c\Zc he^Zai ZWZc[Vaah YZg CjiolZgi Z^cZh EgdYj`iZhdYZgZ^cZg9^ZchiaZ^hijc\Z^cZ\gdZGdaaZ#CViga^X]]ViVjX]Z^cZ ajhi^\ZciZgcZi Vj[# =^ZgWZg 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 STÙTå 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] jciZgYgX`i! YVh^X]\gdZIZ^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^ZWZg]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" ZchlgY^\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`ccZc#
å %INFACHEåÃBERTRAGBARKEIT OZ^i ^hi Z^c `cVeeZh c[dgbVi^dcZcWZgYVh@VbeV\cZc\jiaZ^X]il^ZYZg\Z\ZWZclZgYZc`ccZc# >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 AUSZUSCHLIEENå UNDå EINEå EFFEKTIVEREå 6ERBREITUNGå PERå % -AIL !NHANGåZUåERMÙGLICHEN åBLIEBåMANåBEIåDERå'RÙEåDERå3POTSåUNTERå 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\cZbhhZcY^ZhZWZ^YZc:aZbZciZWZgZ^ih^bKdg[ZaY^cY^Z EaVcjc\Z^cWZod\ZclZgYZc# BZchX]Zc`dbbjc^o^ZgZc^cYZgGZ\ZaVaaZWZgY^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^cWZgZ^c@VbeV\cZc\ji!hdZg[V]gZcVj[Z^cZcHX]aV\IVjhZc" YZkdcBZchX]ZcYVgWZg#GZ^X]lZ^iZc!Y^ZWZggZ^cZBjcY"oj"BjcY"EgdeV\Vc" YVZghicVX]LdX]ZcZgo^ZailZgYZc`ccZc!h^cYhdfjVh^WZgCVX]ib\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 K\Za"HX]^ZZc WZgZ^ih ojg ]~jÄ\hiZc EVjhZcWZhX]~[i^\jc\ ^c k^ZaZc 6WiZ^" ajc\Zc \gdZg JciZgcZ]bZc \ZldgYZc lVg! `Vb _ZbVcY Vj[ Y^Z >YZZ! YVhh YVhHe^ZaZcl~]gZcYYZg6gWZ^ihoZ^ik^ZaaZ^X]iojB^aa^VgYZcKZgajhiZc[]gZc `cciZ#Eaioa^X]ljgYZcY^ZBZY^Zc]Zaa]g^\!jcYY^ZOZ^ijc\Zc[aaiZch^X] b^i6gi^`ZacWZgYZck^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`cciZ!c^X]i#9^Zh^hi^]cZcVjX]c^X]ioj kZgWZac#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]]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\gdZcLZiiWZlZgWZgcojhZioZc#B^i YZb ci^\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]ahhZo^Z]ZcWZgYZc: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\hb\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 b\a^X]! YZc :g[da\ hd Z[[Z`i^k jcY \ZcVj ojbZhhZcl^Z^bLdgaYL^YZLZW#@Z^cVcYZgZhBZY^jbkZg[\iWZgkZg" \aZ^X]WVgZiZX]cdad\^hX]ZB\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]bZcWZgYVhVc\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[VaahBVcV]" bZcjcYWZgeg[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^cVcgX`l~gih!VcYZbH^ZY^Z:g\ZWc^hhZeg~hZci^ZgZcbhhZc#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\cZWZci^\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] `ccZcH^ZhV\Zc!dWZ^cZk^gVaZ@VbeV\cZkdc:g[da\\Z`gcilVg# *# CWdW^c[d¸:g[da\hbZhhjc\^hiZ^c`dci^cj^Zga^X]ZgEgdoZhh#HX]dcoj7Z" \^ccYZg@VbeV\cZbhhZcH^ZY^Z:cil^X`ajc\>]gZg@VbeV\cZWZglVX]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\gdZc 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]^gbVjÅhjc\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\ÄaZhZgb\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^ZhZ9ViZcWZgVaaZCjioZg]^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"7ghZc\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\gdZh;^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[aaZcbhhZcjcYhdegd\gVbb^ZgilZgYZc`ccZc! 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" \gVbb[[cZcojbhhZc!W^ZiZcY^ZhZ`aZ^cZcH`g^eiZY^ZB\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]aYZgWZgYVhH`g^eiVjh\ZhegdX]ZcZc :be[Z]ajc\ZcaVhhZch^X]GX`hX]ahhZWZgYZc: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·=^ZgWZga~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\gcYZi^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#LVhcioiZ^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^hicViga^X] Z^c:migZb#>cYZgGZ\Za[VaaZcBZ^cjc\h~jZgjc\ZcWZgZ^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^kZctjZgjc\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] cViga^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~hhiGX`hX]ahhZWZgY^Z6`oZeiVcoYZgZ^\ZcZc6gWZ^i oj#6WZgc^X]icjg^cYZc7Zg^X]iZchZaWhiÄcYZch^X]fjVa^iVi^kZ6jhhV\Zc#K^Z" aZ\gdZLZWad\h`ccZcZ^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@dcigdaaZWZgY^ZZ^\ZcZcAd\ÄaZh#:h^hiYV]Zg]X]hih^cckdaa!VjX]WZg ciZgcZio~]aib^iiaZglZ^aZWZg&%%%%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`ccZc#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^cZgYhiZgZc=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[dX[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`ce[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`cc" 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^iWZgola[" 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]VWZcbhhZcdYZgZ^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 lZgYZcYVgWZg]^cVjhVcYZc:^ccV]bZcWZiZ^a^\i#LZiiWZlZgWZgWZa~X]Zac Y^ZG^h^`d[gZjYZkdc6gi^hVc#
$ASå"LAIRå7ITCHå0ROJECTå
7fh_b '///0 9^ZLZWh^iZ lll#WaV^gl^iX]#Xdb l^gY `dbeaZii WZgVgWZ^iZi jcY WZ`dbbi Z^c egd[Zhh^dcZaaZh! hX]lVgoZh 9Zh^\c# 9^Z >c[dgbVi^dcZc lZgYZcVjh[]ga^X]Zg!jcYbZ]g\Z[~ahX]iZ7^aYZgjcYK^YZdhÄcYZc^]gZc LZ\^ch>ciZgcZi# 7fh_b'///0JbY^ZFjVa^i~iYZh;^abhojWZgeg[ZcjcYjbY^Zb\aZ^X]ZcBdcVi^c[dgb^ZgiÉ6gi^hVc¹ cdX]'%%%lZ^iZgZ?djgcVa^hiZcWZgYVhbnhiZg^hZ9d`jbZciVgegd_Z`i# 7fh_bX_i@kb_'///09^ZBZY^Zch^cYkdcYZgEhZjYd"9d`jbZciVi^dcWZ" \Z^hiZgi#EgZhhZVgi^`ZajcY;ZgchZ]WZg^X]iZgZ^]Zch^X]cVX]`jgoZgOZ^iVc" Z^cVcYZg#ciZgcZikZg" W^cYjc\ZcZilVb^iZ^cZb*+`BdYZbdYZgZ^cZb>H9C"6chX]ajhhWZci^\Zc _ZYdX]ojb9dlcadVYZ^cZgYZgVgi^\Zc9ViZ^b^cYZhiZchk^ZgW^h[c[B^cjiZc#
AWcfW]d[dijWhjkdZ#l[hbWk\ 9^Z =dgcWVX]"@VbeV\cZ hiVgiZiZ 6c[Vc\ D`idWZg YZh ?V]gZh '%%+# Jb Y^Z 6`i^dc^chGdaaZcojWg^c\Zc!Zg[da\iZZ^cZglZ^iZgiZhHZZY^c\#=^ZgojWZVj[" igV\iZ jcY `ddgY^c^ZgiZ 8gdhhbZY^V Y^kZghZKZgbVg`iZg jcY 9^ZchiaZ^hiZg# 9^Z HZZY^c\higViZ\^ZhV]kdg!^ccZg]VaWlZc^\ZgLdX]ZcYVh6bViZjgk^YZdb^iGdc =VbbZgh\ZhX]Z^iZgiZbHegjc\WZgYZc=dgcWVX]"7VjbVg`ik^gVaWZ`Vccioj bVX]Zc#6chX]a^ZZcYljgYZYZgkZgbZ^cia^X]oj[~aa^\Vj[\ZcdbbZcZ8a^eVah IK"Hedi\ZhX]VaiZi# 9^Z @dbbjc^`Vi^dchhigViZ\^Z [da\iZ YVWZ^ Z^cZb YZo^Y^Zgi \ZeaVciZc E]VhZc" bdYZaa# zWZg Y^Z k^gVaZKZgWgZ^ijc\ YZhK^YZdh ]^cVjh ljgYZc k^ZaZ lZ^iZgZ =^ciZg\gjcY" jcY 7Z\aZ^i^c[dgbVi^dcZc \Zo^Zai kZgWgZ^iZi! jb Gdc =VbbZg AZWZcZ^coj]VjX]Zc#H~bia^X]ZBVcV]bZchdaaiZc[gYZck^gVaZc:[[Z`i$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[\Zahi# 9^Zhhdg\iZ[glZ^iZgZcccZg]VaWkdccjgk^ZgLdX]ZcZggZ^X]iZYZg8a^eWZg 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\VcYVVjhahZc`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[dX[hXb_Ya CZWZcYZb^ccdkVi^kZc6cgj[WZVcildgiZg`dcoZeijb[VhhiZY^Zk^gVaZ@VbeV\" cZojYZbZ^cZLZWh^iZ!Y^ZY^ZKdgo\Zkdc;gVc`Zga~jiZgiZ# CVX] YgZ^lX]^\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^[[ZcjcYWZg;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^Za^X]hd\VgYVh;ZgchZ]ZcWZgÉ;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]gZc!lVh;gVc`YZb6cgj[ZghV\ZclgYZ/ Ê=kj[dJW]"b_[X[7dhk\[h_d"b_[X[h7dhk\[h$?Y^X_dc[dXdjedchdYZgch\ZhVbi `dcciZc ^b cZjcbdcVi^\Zc @VbeV\cZcoZ^igVjb `cVee cZjc B^aa^dcZcK^ZlhZggZ^X]ilZgYZc# >_dj[h]hkdZ][iY^_Y^j[ :h^hiYZg6aWigVjbZ^cZh_ZYZc6jid[V]gZgh/6j[YZbLZ\ojb\gdZc;j" WVaahe^ZaYZhHd]cZh!ojgHX]jaVWhX]ajhh[Z^ZgYZgIdX]iZgdYZgojYZbVaaZhZci" hX]Z^YZcYZc[hWki\ehZ[hkd] @VjbZ^c6jid[V]gZg^hiZ^cZg[V]gZcZgEVccZcZmeZgiZ#9^ZbZ^hiZcBZchX]Zc `dbbZc ]ZjiojiV\Z b^i YZb LZX]hZa Z^cZh GZ^[Zch VaaZg]X]hiZch ^c Z^cZg LZg`hiVii^c7Zg]gjc\#9^Zc]VaiZc\Z]iZ^cheZo^ÄhX]ZhK^YZdhX]cZaa jciZg#9VhEgdbdiZcZ^cZhK^YZdhWZYVg[YV]ZgZ^cZh\ZhdcYZgiZc8dbbjc^in" BVg`Zi^c\Vj[YZcZ^coZacZcK^YZdedgiVaZc!lZaX]ZhVj[l~cY^\jcY]~jÄ\^c" Z[Äo^ZcihZ^c`Vcc# >b6eg^aZg[da\iZYVhHZZY^c\YZholZ^iZc8a^ehjcY6c[Vc\BV^ljgYZhX]a^Z" a^X]YZgYg^iiZ8a^ekZg[[Zcia^X]i#JbYVh6lVgZcZhh"AZkZa]dX]oj]VaiZc!ljg" YZcY^ZZ^coZacZcHedih_ZlZ^ahb^iZ^cZb6WhiVcYkdcZ^cZbBdcVikZg[[Zci" a^X]i#9VWZ^lVg_ZYZhHZZY^c\b^iZ^cZbhiVg`Zc6chi^Z\YZgi~\a^X]Zc6Wgj[Z kZgWjcYZc# 9^Z]X]hiZc6Wgj[oV]aZcZggZ^X]iZY^Z@VbeV\cZjc\Zl]ca^X]ZglZ^hZWZgZ^ih ^bKZgaVj[YZgZghiZcLdX]Z#IgdioHZZY^c\hYZglZ^iZgZc8a^eh^cYZcBdcViZc YVgVj[`dcciZYVhBVm^bjbkdc`cVee&+%%%%6Wgj[ZcegdIV\c^X]ibZ]g \ZideeilZgYZc#CVX]YZbcZjcbdcVi^\Zc@VbeV\cZcoZ^igVjbeZcYZaiZch^X] Y^Z6Wgj[ZhX]a^Za^X]WZ^`dchiVciZc(%%%W^h+%%%K^YZdVWgj[ZcegdIV\Z^c# 9^ZhZE]VhZl^gYVjX]VahYZgÉadc\iV^a¹k^gVaZg@VbeV\cZcWZoZ^X]cZi# ;h\eb]ic[iikd] 9^Z:g[da\hbZhhjc\YZgDca^cZ"@VbeV\cZZg[da\iZWZgYVhkdcH9C" 6chX]ajhh WZci^\Zc ojb 9dlcadVY Z^cZg YZgVgi^\Zc 9ViZ^ o#7# ^b 9jgX]" hX]c^iiZ^cW^holZ^B^cjiZc# OBBBB
KBBBB FBBBB
DBBBB
B *
,
,
,
,
,
,0
,
*
,
,
1UELLEåWWWFOTOSPASSCOM !BBILDUNGåå3EITENABRUFEåVONåFOTOSPASSCOMåIMå+AMPAGNENZEITRAUMå
AWcfW]d[dijWhjkdZ#l[hbWk\ 6b&(#B~go'%%*hZcYZiZ_dj[h]hkdZ][iY^_Y^j[ ÉB^iiZcYg^chiViicjgYVWZ^¹·hdaVjiZiYVhBdiidYZhÉ9ZjihX]ZcHedgi[ZgchZ" ]Zch¹`jgo9H;!lZaX]ZhY^Z;ZgchZ]hZcYjc\ZcjcYYVhDca^cZ"6c\ZWdiYZh ;ZgchZ]`VcVahcVX]]Vai^\eg~\i#CViga^X]he^Z\Zaih^X]Y^Z=Vaijc\VjX]^cYZc LZgWZV`i^k^i~iZcYZhHedgihZcYZghl^YZg#HdlVgZh`Z^cZzWZggVhX]jc\!YVhh YZg 9H; ojb HiVgi YZg 7jcYZha^\V"HV^hdc %)$%* hZ^cZ BVg`Zi^c\"6`i^k^i~iZc YjgX]Z^ccZjZh`jcYZccV]Zh@dbbjc^`Vi^dch^chigjbZciZg\~coiZ#EVgVaaZaoj `aVhh^hX]ZcLZgWZbVcV]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 ;jWVaa[Vch ]gi Y^Z 7Z\Z^hiZgjc\ cVX] Z^cZb 7jcYZha^\V"LdX]ZcZcYZ c^X]i eaioa^X] Vj[# 9Vh gjcYZ AZYZg ^hi VjX] VjZg]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]g^" \ZcDca^cZ"6c\ZWdihÉlll#Yh[#YZ$WjcYZha^\V¹ojhiZ^\Zgc# ciZgcZikZgW^cYjc\ZcZilVb^iZ^cZb*+`"BdYZb
&UBALLåISTåUNSERå,EBENå
dYZgZ^cZb>H9C"6chX]ajhhWZci^\Zc_ZYdX]ojb9dlcadVYZ^cZgYZgVgi^\Zc 9ViZ^^bbZgcdX]b^cYZhiZchk^ZgW^h[c[B^cjiZc# 7Z^b 9ViZ^[dgbVi dg^Zci^ZgiZ bVc h^X] Vc HiVcYVgYh# Hd ljgYZ YVh kdc YZc bZ^hiZcE8hVWhe^ZaWVgZL^cYdlh"BZY^V";dgbVi\Zl~]ai# AWcfW]d[dijWhjkdZ#l[hbWk\ 9^Z9H;"@VbeV\cZhiVgiZiZVbaZioiZcHZeiZbWZgldX]ZcZcYZYZh?V]gZh'%%)# JbY^Z6`i^dc^chGdaaZcojWg^c\Zc!Zg[da\iZZ^c7Vh^h"HZZY^c\#9H;WZVj[" igV\iZY^Z6\Zcijg9^Vad\Hdaji^dchYVb^i!YZcZghiZc8a^eVj[o^Za\gjeeZcgZ" aZkVciZcEdgiVaZc^bYZjihX]Zc>ciZgcZiojedh^i^dc^ZgZc#=^ZgWZ^`VbZhYZb HedgihZcYZg]Vjeih~X]a^X]YVgVj[Vc!\Za^hiZiojlZgYZc#:^cZ\jih^X]iWVgZjcY$ 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^ekZg[[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#YZojgX`# 9^ZVcYZgZc.%EgdoZciYZgK^ZlhZg[da\iZcWZgYZc9dlcadVYkdcVcYZgZc 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\! @ac!7Zga^cjcYBcX]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 \ZgcZ lZ^iZgaZ^iZi# 7Z^YZ 8a^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^VacViga^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^kYVgWZg! lZaX]Z>c]VaiZYZgoZ^iVah[g^hX]jcYWZggVhX]ZcYkdcYZgO^Za\gjeeZlV]g" \ZcdbbZclgYZc#
(ITMANåånåVIRALEå+ILLERSPOTSåFßRSå.ETZå
A[_d[c]VaiYZg8a^eh ljgYZhdo^Za\gjeeZcheZo^ÄhX]Vj[YZcZc\a^hX]ZcE"6YgZhhZYZh[[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
6YgZhhZckdcjcY'#`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]ilX]^\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]ikZg[[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\ZhVbiWZgYgZ^B^aa^dcZcBVakZg`Vj[i#DWjcY^clZaX]Zb6jhbVY^Z k^gVaZ@VbeV\cZY^ZKZg`~j[ZWZZ^cÅjhhi]Vi!^hicViga^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\Zcijg Z"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^dchVahdZilVh6jZg\Zl]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[dX[hXb_Ya @ZgcYZghZX]hlX]^\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 7ZYg[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]aiZZhldb\a^X]VcZ^cZg]^cgZ^X]ZcYZcOV]a Vc`dciV`i[gZjY^\ZcBZchX]Zc!Y^ZYZcK^gjh^chGdaaZc]~iiZcWg^c\Zc`c" cZc#
$ERå3NOWGLOBEånåEINEåNICHT åERFOLGREICHEå+AMPAGNEå
;9WhZipkkdf[hidb_Y^·9VhBZY^jb:"BV^a^hiZ^c`jgoaZW^\Zh#K^Za hX]cZaaZgVahZ^cZ`aVhh^hX]ZLZ^]cVX]ih`VgiZaVcYZcWZgÅhh^\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^dchWZgaVhijc\WZ\gcYZihZ^c# A[_d[AedjWaj][d[h_[h[dZ[>WdZbkd]iWk\\ehZ[hkd]·6jZgYZg6j[" [dgYZgjc\!Y^ZHX]cZZ`j\ZaYdX]VcZ^ceVVg;gZjcYZjcY7Z`VcciZlZ^iZg" ojaZ^iZc!WZ^c]VaiZiZY^ZZ8VgY`Z^cZ\ZhX]~[ih[gYZgcYZ=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]·VjZgZ^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[\VWZahZ!lgYZd[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# CViga^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`ZgcViga^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^Za^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[Vhijcb\a^X]!l^ZYZgVj[" oj]gZc#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`icVig" 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^ZZch^X]Y^Z@gZVi^kZcVj[Y^ZFjVa^i~i^]gZgZ^\ZcZc6gWZ^iVah=VjeiVc" gZ^o[gBjcYegdeV\VcYV# 6jZgZ^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`YZheZghca^X]ZcHi^ah!]d]Z>ciZgcZiV[Äc^i~i AWcfW]d[dX[hXb_Ya 9Vh@dcoZeihdaaiZkdgVaaZbYZb7ZYg[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\iZWZgZ^cZGZ^]ZkdcLZWh^iZh!Y^ZadX`Zgb^iZ^cVcYZg kZg`ce[i lVgZc#6ah gZYV`i^dcZaaZ YZci^i~i# =bWkXmhZ_]a[_j·KdgVaaZb_jc\ZAZjiZh^cYYZhÉLZgWZ"7aVWaVh¹WZg" Yghh^\#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\bZciWZgZ^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# 9VgWZg]^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^Za^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\"BVcV]bZcWZ`Vcci\ZbVX]i#9Voj\Z]giZY^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~]gWYZc[jc\^ZgiZc;dgZcjcYBV^a^c\a^hiZc# DWld]aY^Z>chXZcZ":bWVhh^ZhZ^cZZ^\Zchi~cY^\Z@VbeV\cZYVghiZaaiZc!lV" gZch^ZcViga^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]aZcWZgYZc\ZhVbiZcEgd_Z`ioZ^igVjb]^clZ\#9Vhl^X]i^\hiZ :g\ZWc^hYZhEgd_Z`ihlVg_ZYdX]!YVhhY^Z>chXZcZ:bWVhhnY^ZBVg`ZojgX` ^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\gcYZgZ^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^ZB\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\gZgZc7Z" a^ZWi]Z^i ^c YZg 7Zka`Zgjc\# 9dX] Y^Z6`oZeiVco YZh Ejc`iZhVbbZach a^Z\i lZ^i]^ciZgYZbB\a^X]ZcojgX`#9V]Zg^hiZ^clZhZcia^X]ZhO^Za[gY^Z7Z" igZ^WZgkdc7dcjhegd\gVbbZc!YZc@dchjbZciZcY^ZKdgiZ^aZjcYYZcCjioZc Z^cZg7dcjh`VgiZojkZgb^iiZac#Jb`dhiZcZ[Äo^Zci@jcYZcWZgYVh>ciZgcZioj \Zl^ccZc!\^c\YVh7dcjhegd\gVbb=Veen9^\^ihcZjZLZ\ZjcYhZioiZVj[Y^Z B\a^X]`Z^iZcYZhK^gVaBVg`Zi^c\#:^cbZ]ghijÄ\Zh6Y\VbZWZgY^Z6WZc" iZjZgZ^cZhhedgia^X]Zc=VbhiZghhdaaiZBjcYegdeV\VcYVVjhahZc!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 \giZc @jcYZcW^cYjc\hegd\gVbbZ ^c 9ZjihX]aVcY# B^i cjg Z^cZg @VgiZ `ccZcY^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\gcYZiZ 7ZigZ^WZg\ZhZaahX]V[i 86E 8jhid" bZg6YkVciV\ZEgd\gVbciZgcZi Zg]]i lZgYZc! ojb VcYZgZc ldaaiZ bVc YZc @dchjbZciZc YVhEg^co^eZ^cZh7dcjhegd\gVbbh·YVh:^cahZcYZgEg~b^Zcejc`iZ9^\^ih ^cEg~b^Zc·^cZ^cZgZ^c[VX]Zc6gijcYLZ^hZkdghiZaaZc#zWZg\ZdgYcZiZhO^Za lVgZhcViga^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!YZgLhiZcdYZg9hX]jc\Zab^iGZcclV\ZcdYZg;aj\oZj\ YjgX]fjZgijcYYVWZ^Ejc`iZ^c;dgbkdc;gX]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^\^ihWZg YVh He^Za `ZccZc aZgcZc lgYZc! 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^\gZkdc)!&B7gVc\^ZgiZYVh=Vggn"=VbWd"He^Za^bdWZgZc 7ZgZ^X]YZgYjgX]hX]c^iia^X]Zc9dlcadVY\gZc#B^iZ^cZgWa^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]ajhhWZci^\Zc_ZYdX]ojb9dlcadVYZ^cZgYZgVgi^\Zc9ViZ^^b" bZgcdX]b^cYZhiZchVX]iW^hola[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\gZlVgY^Z6coV]aYZg9dlcadVYhYZg`dhiZc" [gZ^Zc IZVhZg"KZgh^dc jcY YZg ZglZ^iZgiZc KdaakZgh^dc# 9^ZhZ `dcciZc [g Y^Z IZVhZg"KZgh^dcWZgW^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]a9dlcadVYhljgYZWZgVcYZgZEdgiVaZ 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^ZZc# 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^ZZc!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^Za^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]]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\gdZc 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 B\a^X]`Z^i!@jcYZc"jcYJciZgcZ]bZch^ciZgZhhZcb^iZ^cVcYZgojkZg`ce[Zc# 9ZcCjioZgc\Zl~]gZch^Z·lZcch^Zh^X]^c6gWZ^iheVjhZcVchX]VaiZc·6W" lZX]hajc\kdbhX]cYZc7^aYhX]^gb]^ciZg\gjcY#9ZcJciZgcZ]bZcW^ZiZch^Z ·hdlZ^i\ZhX]^X`iedh^i^dc^Zgi·Y^ZB\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# 9VgWZg ]^cVjh higZWiZ YVh JciZgcZ]bZcZ^cZb\a^X]hio^Za\gjeeZcheZo^ÄhX]ZKZgWgZ^ijc\YZhHX]dcZgh jciZgYZcCjioZgcWZgBjcYegdeV\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 kZg[[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]^ZZcljgYZcYjgX]\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\¹VjhojahZc#
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^ZaiVjhahZcjcYciZgcZiV[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^ZgiZYVgWZg!lZaX]Z6WhX]c^i" iZYZh7jX]hVbWZhiZceVhhZclgYZc!hi^bbiZWZgY^ZHi^bbZYZhHegZX]Zgh VWjcYWZgcV]bhX]a^Za^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^dchZgb\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^ZCioa^X]`Z^iYZg^bGV]bZcYZh Egd_Z`ihZcil^X`ZaiZc6jY^digV^aZg\ZhZioi# 9^Z9ViZ^\gZcYZgEdYXVhihgVc\^ZgiZcb^iYjgX]hX]c^iia^X]'!*B7VbdWZ" gZc:cYZYZg\~c\^\Zc9dlcadVY\gZc#CjioZgb^ihZ]gaVc\hVbZc>ciZgcZi" kZgW^cYjc\ZcZilVb^iZ^cZb*+`BdYZbdYZgZ^cZb>H9C"6chX]ajhhWZc" 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^ZZc k^ZaZ GX`hX]ahhZWZgY^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$0,3&,+ ,'3&,3%31;3233 ,13 3*,3"3* 7 7 0 " ,"I,+13 31 , +53 ,3303 ,3,"33@7P3 ,3 #'3T++3S3033 3"1'381"+321+ "8;3 2S 303"53*33S3"33 , 3., ,3*T;
1UELLEåWWWTRNDCOMå !BBILDUNGåå%INEåTYPISCHEå"EWERBUNGåFßRåDASå6IRALå-ARKETINGå0ROJEKT
9^ZVjh\Zl~]aiZcIZ^acZ]bZga^ZZch^X]cZWZc^]gZc^cY^k^YjZaaZc;~]^\`Z^" iZc!Y^ZbV\ZWa^X][gY^Z6jhlV]alVgZc!YjgX][da\ZcYZhEgdÄaX]VgV`iZg^" h^ZgZc/ YZZYZg6jY^digV^aZgVahIZhidW_Z`i[g Z^c k^gVaZh @VbeV\cZc\ji ^c YZg 8dbbjc^in ]ZgVjh#6b ''#%.# hiVgiZiZ Y^Z 9^h`jhh^dcYZgojkZglZcYZcYZc7jX]VWhX]c^iiZ#OlZ^LdX]Zche~iZgljgYZ Vc]VcYkdc7Z^he^Zah~ioZcWZgY^ZHi^bbZYZhHegZX]ZghVW\Zhi^bbi# CVX]olZ^lX]^\ZgEgdYj`i^dchoZ^ilVgZhVb&CdkZbWZg'%%+hX]a^Za^X] hdlZ^i/9^Z6jY^digV^aZghiVcYZcojb9dlcadVYjcYDca^cZ"6Wgj[WZgZ^i#Jb Y^ZKZgWgZ^ijc\^chGdaaZcojWg^c\Zc!Zg[da\iZZ^cZ^c[VX]ZhHZZY^c\#6aaZIZ^a" cZ]bZgYZg8dbbjc^in]ViiZcY^Z6j[\VWZ!^c^]gZbeg^kViZcjcYWZgjÅ^X]Zc Jb[ZaYY^Z9ViZ^ZcojhigZjZcjcYlZ^iZgojZbe[Z]aZc#6j[Z^cZglZ^iZgiZhHZZ" Y^c\ljgYZojIZhiolZX`ZcWZljhhikZgo^X]iZi!jbY^ZÉOj\`gV[i¹YZg8dbbj" c^inhZaWhiZ^cYZji^\WZhi^bbZcoj`ccZc# 9VhEgd_Z`iZcYZiZVb(%#&'%%+# ;h\eb]ic[iikd] 9^Z :g[da\hbZhhjc\ YZg @VbeV\cZ Zg[da\iZ WZg Y^Z 6jhlZgijc\ [da\ZcYZg @ZccoV]aZc/ L_i_jikdZFW][?cfh[ii_edi·L^Z]~jÄ\ljgYZYVhEgd_Z`i"7ad\WZhjX]i jcYl^Zk^ZaZHZ^iZcljgYZcVj[\Zgj[Zc4 >h[h · L^Z ]~jÄ\ ljgYZc Y^Z6jY^digV^aZg ojb 7jX] ]ZgjciZg\ZaVYZc! \ZiVjhX]ijcYVc\Z]gi4 CkdZfhefW]WdZWgkej[·L^Zk^ZaZYZVa[VaaZggZ^X]i4 Ckbj_fb_aWjeh[d · LZaX]Z ZmiZgcZc BZY^Zc WZg^X]iZiZc WZg YVh Egd_Z`i jcY$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]hiVbbZclgYZ#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 \gZg ^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^VakZg[[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`cciZ#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_ZYZgKZg[[Zcia^X]jc\cZjZgÉ