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Analyse der Erfolgsfaktoren der Crossmedia-Strategie der Marke "true fruits"

Analyse der Erfolgsfaktoren der Crossmedia-Strategie der Marke "true fruits"

          
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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,7, Hochschule für Medien, Kommunikation und Wirtschaft, Veranstaltung: Cross Media Management, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, die Erfolgsfaktoren von Crossmedia-Strategien am Beispiel der "true fruits GmbH" zu erläutern und eine Kampagne des Unternehmens im Hinblick auf die genutzten Mittel und die Reaktionen der Rezipienten zu analysieren. Im Zuge dessen werden nachfolgend die Begriffe "Crossmedia" und "Strategie" erklärt sowie die Erfolgsfaktoren einer Crossmedia-Strategie anhand einer Tabelle aufgelistet und erklärt. Die Tabelle nach Meyer bildet die Grundlage für das Ziel dieser Arbeit. Nach einem Einblick in das Unternehmen "true fruits" und seine Leitmotive sowie in Besonderheiten der Marke folgt eine Erläuterung der crossmedialen Ausrichtung der Marke, gefolgt von zwei Beispielen für erfolgreiche Kampagnen dieser. Eine der beiden einzigen, aber auch sehr erfolgreichen, Plakat-Kampagnen ist die so genannte "Österreich-Kampagne", welche im Hinblick auf die zuvor erlangten Kenntnisse anhand der bereits thematisierten Erfolgsfaktoren "Marketingmaßnahmen offline & online", "Verknüpfung der Kommunikationsinstrumente" und "Aktive Nutzerführung" analysiert und in diese eingeordnet wird. Werbung ist in den letzten Jahren ein harter Kampf um jeden potentiellen Kunden geworden. Während früher einfache schwarz-weiße Handzettel verteilt wurden, aus welchen irgendwann bunte Flyer und Plakate wurden, gibt es heutzutage keinen Ort, an welchem man nicht in irgendeiner Weise Werbung begegnet. Sowohl in der realen Welt, also offline, als auch in der virtuellen Welt, online, kommt man nicht um die Konfrontation mit Werbung herum. Unternehmen lassen sich immer wieder neue Strategien und Marketingmaßnahmen einfallen, um ihre Zielgruppen bestmöglich zu erreichen, oft ist dies mit hohen Kosten verbunden. Im Falle des in dieser


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Product Details
  • ISBN-13: 9783346081605
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 32
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346081605
  • Publisher Date: 22 Sep 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 54 gr


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