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Buchtrailer als Marketinginstrument im Online-Buchhandel: Potentiale und Grenzen

Buchtrailer als Marketinginstrument im Online-Buchhandel: Potentiale und Grenzen

          
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About the Book

Masterarbeit aus dem Jahr 2013 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,7, Hochschule für Technik, Wirtschaft und Kultur Leipzig, Sprache: Deutsch, Abstract: Die stetige Umsatzverlagerung vom stationären zum Online-Buchhandel hat die Einführung neuer Marketinginstrumente notwendig gemacht. Ein in jüngster Zeit immer häufiger verwendetes Instrument ist der Buchtrailer: Ein kurzes Video, welches potentielle Kunden neugierig auf einen Buchtitel machen soll. Die vorliegende Arbeit befasst sich mit dem Buchtrailer als einem bislang wenig erforschten Online-Marketinginstrument. Aufbauend auf einer vom Filmtrailer abgeleiteten Definition sowie Abgrenzung und der Differenzierung verschiedener Formen von Buchtrailern werden die Vorteile in Wirkungsweise und Akzeptanz im Vergleich zu anderen Online-Marketinginstrumenten dargestellt sowie die Verbreitungsmöglichkeiten und potentiellen Rezipienten von Buchtrailern näher beleuchtet. In einem Forschungsversuch mit Hilfe von Eye-Tracking wird erhoben, inwiefern potentielle Kunden Buchtrailer nutzen, wenn sie sich online über einen Buchtitel informieren und welchen Einfluss dabei die Gestaltung und Platzierung des Trailers haben. Wesentliche Ergebnisse sind, dass Buchtrailer nicht zu lang sein dürfen und Abwechslung bieten sollten, um die Aufmerksamkeit der Rezipienten zu halten. Sie werden tendenziell später als andere Instrumente wahrgenommen, und eignen sich daher eher zur Verstärkung eines bestehenden Interesses; beim oberflächlichen "Stöbern" werden sie mit hoher Wahrscheinlichkeit nicht wahrgenommen. Aufgrund der Art ihrer häufigsten Verbreitungskanäle werden sie eher von Nutzern angeschaut, welche gezielt nach dem entsprechenden Titel oder Autor gesucht hatten, also bereits über ein gewisses Involvement verfügen.


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Product Details
  • ISBN-13: 9783656513247
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 127 gr
  • ISBN-10: 3656513244
  • Publisher Date: 18 Oct 2013
  • Height: 210 mm
  • No of Pages: 88
  • Series Title: German
  • Sub Title: Potentiale und Grenzen
  • Width: 148 mm


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Buchtrailer als Marketinginstrument im Online-Buchhandel: Potentiale und Grenzen
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