Crossmedia-Kampagnen. Gestaltungsvarianten und Wirkungsmechanismen

Name: Crossmedia-Kampagnen. Gestaltungsvarianten und Wirkungsmechanismen
Brand: Grin Verlag
SKU: 9783640150748
Price: 5679.0 INR
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ISBN13: 9783640150748
Binding: Paperback
Subject: N/A
Publisher: Grin Verlag
Publisher Imprint: Grin Verlag
Publication Date: September 1, 2008
Pages: 128
Original Price: USD 67.5
Language: German
Edition: N/A
Item Weight: 177 grams
BISAC Subject(s): Reference

About The Book

Diplomarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Universität Münster (Instlitut für Wirtschaftinformatik und Interorganisationssysteme), Sprache: Deutsch, Abstract: Ein gestiegener Werbedruck auf deutschen Märkten und die zunehmende Informationsüberlastung der Konsumenten zwingen die Werbewirtschaft heute zu neuen und effizienteren Konzepten. Crossmedia scheint sich dabei als ein zukunftsweisendes Paradigma herauszukristallisieren. Machen Crossmedia-Angebote heute nur 1 Prozent der Werbeumsätze aus, so sollen es 2008 bereits 13 Prozent sein. Der erste Schritt in dieser Arbeit ist eine eingehende Begutachtung, was unter Crossmedia-Kampagnen zu verstehen ist. Zunächst wird mit Grundlagen zum Kampagnenmanagement ein Rahmen abgesteckt, in dem sich Crossmedia-Management bewegt. Kapitel 2 mündet schlie lich in eine Definition des Crossmedia-Konzeptes und die Beschreibung ausgewählter Kommunikationsinstrumente. Kapitel 3 beschäftigt sich mit den Besonderheiten der Kampagnenplanung, die sich für Crossmedia-Projekte ergeben. "I know half the money I spend on advertising is wasted, but I can never find out which half." Dass Crossmedia synergetische Wirkungen erzeugt, ist in der Praxis bereits weitgehend konsensfähig. Es existieren allerdings nur wenige theoretisch fundierte Methodologien zur Bestimmung der Wirkung von vernetzten Kampagnen. Die Komplexität der vernetzten Kommunikation erfordert neue Ansätze der Werbewirkungsforschung. Im Kern dieser Arbeit steht daher eine ausführliche Überprüfung vorhandener Analysemethoden crossmedialer Werbewirkung auf ihre Stärken und Schwächen. Ziel ist es, ein Set an Methoden zu liefern, die für eine crossmediale Werbewirkungsanalyse angewendet werden können, sowie Erweiterungsmöglichkeiten aufzuzeigen. Kapitel 4 beginnt mit einer grundlegenden Beschreibung von Erhebungsmöglichkeiten und Testverfahren der Werbewirkungsforschung. Durch die Komplexität der mehrmedialen Vernetzung e

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