Targeting - It's All about People, Not Places! - Bookswagon
Targeting - It's All about People, Not Places!

Targeting - It's All about People, Not Places!


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About the Book

Inhaltlich unveränderte Neuauflage. "Wie bringe ich eine Werbebotschaft mit möglichst wenig Streuverlust an meine gesamte Zielgruppe?" Diese Frage stellen sich Werbetreibende seit jeher. Bisher war die etablierte Lösung die Werbeschaltung in passenden medialen Umfeldern. Werbung für einen neuen, teuren Sportwagen wird nach diesem Prinzip also zum Beispiel in autoaffinen Umfeldern wie Autosendungen geschaltet. Alle Zuschauer dieser Sendungen gehören jedoch nicht zur Zielgruppe: Manchen ist ein Sportwagen zu unpraktisch, anderen ist er schlicht zu teuer. Streuverluste sind also vorprogrammiert und Menschen, die sich andererseits genau so einen Wagen kaufen würden, die allerdings keine Autosendungen ansehen, werden nicht erreicht. Es gibt jedoch einen neuen Weg: Targeting ermöglicht die präzise werbliche Ansprache der gesamten Zielgruppe im Internet. Zielgruppen können über eine Vielzahl von simplen soziodemographischen Eigenschaften bis zu komplexen psychographischen Merkmalen definiert werden. Werbung wird dann dank technologischer Möglichkeiten direkt an die jeweilige Zielgruppe ausgeliefert; ganz ohne Streuverlust und unabhängig vom Umfeld - gemäß dem Targeting-Leitspruch: It's all about people, not places!


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Product Details
  • ISBN-13: 9783639476422
  • Publisher: AV Akademikerverlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 152 mm
  • ISBN-10: 3639476425
  • Publisher Date: 05 Aug 2013
  • Height: 229 mm
  • No of Pages: 104
  • Series Title: German
  • Weight: 213 gr


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