Crossmedia Ans Tze Probleme Und Beispiele F R Eine Effiziente Und Effektive Werbewirkung
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Crossmedia Ans Tze Probleme Und Beispiele F R Eine Effiziente Und Effektive Werbewirkung
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Author : Gina Maria Staschke
language : de
Publisher:
Release Date : 2015-10-15
Crossmedia Ans Tze Probleme Und Beispiele F R Eine Effiziente Und Effektive Werbewirkung written by Gina Maria Staschke and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-15 with categories.
Studienarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Leuphana Universitat Luneburg, Sprache: Deutsch, Abstract: In der vorliegenden Arbeit sollen daher verschiedene Ansatze und Gestaltungsmoglichkeiten einer erfolgreichen crossmedialen Werbekampagne analysiert werden. Hierbei wird zunachst der Begriff Crossmedia definiert, abgegrenzt und an dieser Stelle in den Bereich des Crossmedia Marketings eingeordnet. Anschliessend werden Wirkung, Funktionen und Ziele von Crossmedia Kommunikation vorgestellt. Nachfolgend werden die verschiedenen Crossmedia Ansatze erlautert. Diese umschliessen die variablen Einsatzmoglichkeiten und Beziehungen der Kommunikationsinstrumente sowie die Gestaltung der Elemente von crossmedialen Werbekampagnen. Darauf aufbauend werden Planung, Umsetzung und Erfolgskontrolle von Werbekampagnen vorgestellt. Im anschliessenden Kapitel werden mogliche Probleme und Barrieren vorgestellt, die es bei Crossmedia zu beachten gilt. Als Best Practice Beispiel wird die crossmediale Kampagne Ron Hammer" der Baumarktkette Hornbach" analysiert. Hierbei werden insbesondere die Konzeption des Phasenmodells sowie die Auswahl und Gestaltung der Kommunikationsmittel naher erla utert. Die Wahl der richtigen Kommunikationsstrategie und der wirkungsvollen Umsetzung ist heutzutage grundlegend fur den Erfolg oder Misserfolg von Produkten, Marken und Unternehmen. Besonders der steigende Werbedruck auf deutschen Markten lasst Unternehmens-, Marken- und Produktbotschaften in der Informationsflut vermehrt untergehen. Auch der Mediennutzungswandel von Verbrauchern, die sinkende Markentreue sowie die fortschreitende Fragmentierung der Zielgruppen erschweren eine effiziente und effektive Wirkung von Werbung. Daher ist eine gezielte Ansprache und direkte Interaktion mit den Konsumenten uber eine Vielzahl unterschiedlicher Medien notwendig. Unternehmen sollten daher Crossmedia in ihre Kommunikat"
Journalism And Media Convergence
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Author : Heinz-Werner Nienstedt
language : en
Publisher: Walter de Gruyter
Release Date : 2013-04-30
Journalism And Media Convergence written by Heinz-Werner Nienstedt and has been published by Walter de Gruyter this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-04-30 with Language Arts & Disciplines categories.
Journalism is under ever-increasing pressure, due in large part to the phenomenon of media convergence. Not only does media convergence redefine the tasks of journalists and newsrooms, it also re-shapes the business environments of media companies. In this book, international media practitioners and researchers describe and analyze the relationships between media convergence and advertising, public relations, social media and other areas of communication posing a challenge to journalism.
Effective Advertising
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Author : Gerard J. Tellis
language : en
Publisher: SAGE Publications
Release Date : 2003-11-20
Effective Advertising written by Gerard J. Tellis and has been published by SAGE Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-11-20 with Business & Economics categories.
Understanding Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising.
Four Theories Of The Press
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Author : Fred Siebert
language : en
Publisher: University of Illinois Press
Release Date : 1956
Four Theories Of The Press written by Fred Siebert and has been published by University of Illinois Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1956 with Language Arts & Disciplines categories.
"Essays ... prepared in connection with a study of the social responsibilites of mass communicators ... [being conducted] for the Department of the Church and Economic Life of the National Council of Churches."
Advertising And Competition
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Author : Lester G. Telser
language : en
Publisher:
Release Date : 1965
Advertising And Competition written by Lester G. Telser and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1965 with Advertising categories.
The Media In The Network Society
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Author : Gustavo Cardoso
language : en
Publisher: Lulu.com
Release Date : 2006
The Media In The Network Society written by Gustavo Cardoso and has been published by Lulu.com this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Reference categories.
In the Network Society the development of a new communicational model has been taking shape. A communicational model characterized by the fusion of interpersonal communication and mass communication, connecting audiences and broadcasters under a hypertextual matrix linking several media devices. The Networked Communication model is the informational societies communication model. A model that must be understood also in its needed literacies for building our media diets, media matrixes and on how it's changing the way autonomy is managed and citizenship exercised in the Information Age. In this book Gustavo Cardoso develops an analysis that, focusing on the last decade, takes us from Europe to North America and from South America to Asia, combining under the framework of the Network Society a broad range of scientific perspectives from Media Studies to Political Science and Social Movements theory to Sociology of Communication.
Media And Internet Management
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Author : Bernd W. Wirtz
language : en
Publisher: Gabler Verlag
Release Date : 2011-07-14
Media And Internet Management written by Bernd W. Wirtz and has been published by Gabler Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-07-14 with Business & Economics categories.
The media and communication sector has developed into a key economic sector in the modern information society. This book deals with media management of electronic and print-based media. Against the background of industry convergence the author presents the general trends, value chains, business models and competitive strategies through an integrated management approach. In addition, recent developments of internet media are discussed.
Commercial Culture
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Author : Leo Bogart
language : en
Publisher: Oxford University Press, USA
Release Date : 1995
Commercial Culture written by Leo Bogart and has been published by Oxford University Press, USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Business & Economics categories.
This critique of the American commercial media comes from a writer who has wide experience in both the media business and in academia. Bogart explores how commercial demands affect the substance and form of American media, and argues that the future of the
Post Communism And The Media In Eastern Europe
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Author : Patrick H. O'Neil
language : en
Publisher: Taylor & Francis US
Release Date : 1997
Post Communism And The Media In Eastern Europe written by Patrick H. O'Neil and has been published by Taylor & Francis US this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997 with Europe, Eastern categories.
This study seeks to outline both the general legacies of communism that confront media reform in eastern Europe, and point to how specific interactions have led to the development of unique dynamics in each case.