Typisierung verschiedener Medien bei Cross-Media-Strategien
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Typisierung verschiedener Medien bei Cross-Media-Strategien

Typisierung verschiedener Medien bei Cross-Media-Strategien


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About the Book

Die optimale Ansprache der Zielgruppe lässt sich nicht mehr durch die klassische Mediaplanung realisieren. Der Konsument nutzt unterschiedliche Medien, um sein Informationsbedürfnis zu befriedigen. Die vernetzte Kommunikation nimmt dabei an Bedeutung zu, da sie sich dem crossmediale Nutzungsverhalten der Konsumenten anpasst. Insbesondere der Alltag von Kindern und Jugendlichen zeichnet sich durch den intensiven Gebrauch verschiedener Medien aus. Ziel der Arbeit ist die möglichst genaue Bestimmung des Medieneinsatzes im Crossmedia-Marketing für die Zielgruppe Kinder und Jugendliche. In der vernetzten Kommunikation ergänzen sich die einzelnen Werbeträger anhand ihrer spezifischen Stärken. Dadurch entstehen bisher ungenutzte Synergiepotenziale. Die Integration mehrerer Medien soll außerdem zu einem greifbaren Mehrwert für die Zielgruppe führen. Grundlage der Arbeit soll die Abgrenzung des Begriffs Crossmedia gegenüber sinnverwandter Definitionen sein. Im Speziellen soll dabei auf den Zusammenhang mit dem klassischen Media-Mix eingegangen werden. Des Weiteren sollen verschiedene Kommunikationskonzepte des Crossmedia-Marketings näher untersucht werden.


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Product Details
  • ISBN-13: 9783639256000
  • Publisher: VDM Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 152 mm
  • ISBN-10: 363925600X
  • Publisher Date: 09 Jul 2010
  • Height: 229 mm
  • No of Pages: 72
  • Series Title: German
  • Weight: 168 gr


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Typisierung verschiedener Medien bei Cross-Media-Strategien
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