Effizienz einer Crossmedia-Strategie by Jasmin Podlesainski
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Effizienz einer Crossmedia-Strategie

Effizienz einer Crossmedia-Strategie


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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Hochschule für Medien, Kommunikation und Wirtschaft, Sprache: Deutsch, Abstract: Im Rahmen der Arbeit soll vor allem die Effizienz einer crossmedialen Kampagne herauskristallisiert werden, indem die Marketingziele und Zielgruppe den crossmedialen Stärken gegenübergestellt werden. Abschließend soll hervorgehen, ob die crossmediale "Lifeisbitter"- Kampagne erfolgreich in der Zielumsetzung ist. Die "Lifeisbitter"-Kampagne der italienischen Spirituose Fernet-Branca, vermarktet in Deutschland und Österreich in Kooperation mit Borco-Marken- Import, lief im September 2016 in ausgewählten Spots der Großstädten Berlin, Düsseldorf, Frankfurt, Hamburg, Köln und München sowie Wien an. Im Oktober 2017 wurde bereits die zweite Runde der aufmerksamkeitsstarken crossmedialen Kampagne eingeläutet mit schlagfertigerem Content als je zuvor. Der kommunikative Ansatz, mit dem Ziel, positive Assoziationen zur Marke zu schaffen, setzt vor allem auf das Identifizierungspotenzial in alltäglichen Situationen. Ein bitterer Sarkasmus, der an manchen Stellen polarisiert, soll für den Erfolg der Kampagne sorgen.


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Product Details
  • ISBN-13: 9783346620743
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 26
  • Spine Width: 2 mm
  • Weight: 95 gr
  • ISBN-10: 3346620743
  • Publisher Date: 25 Apr 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine Analyse der Life Is Bitter-Kampagne des Likörherstellers Fratelli Branca Destillerie S.r.I.
  • Width: 148 mm


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