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Crossmedia-Kampagnen: Aspekte der inhaltlichen und formalen Integration

Crossmedia-Kampagnen: Aspekte der inhaltlichen und formalen Integration

          
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About the Book

Inhaltsangabe: Einleitung: Eindimensionale Werbebemühungen in einer medialen Kultur wie der heutigen geraten immer mehr aus der Mode: Der Konsument verhält sich zunehmend crossmedial und nutzt je nach Situation die unterschiedlichsten Medien, um sein Orientierungs-, Informations- und Unterhaltungsbedürfnis zu befriedigen. Crossmedia-Kampagnen halten es mit Aristoteles jahrhundertealter Weisheit „Das Ganze ist mehr als die Summe seiner Teile" und setzen auf Synergie-Effekte zwischen den Werbemedien. Die Präsentation eines Produkts oder einer Dienstleistung soll durch die intelligente Vernetzung mehrerer Werbeträger zu einer Crossmedia-Kampagne einen greifbaren Mehrwert erfahren. Jedes Medium birgt dabei durch seine Eigenart unterschiedliche Potentiale für eine Kundenansprache. Wie diese in einem Verbund zu organisieren sind, dass sich hinsichtlich des Kommunikationsziels eine maximale Wirkung ergibt, ist eines der Hauptinteressen dieser Arbeit. Ein weiteres ist die inhaltliche und formale Gestaltung von Crossmedia-Kampagnen. Wie lassen sich sämtliche eingesetzten Werbemittel integrieren? Wie schafft man Einheitlichkeit ohne in einen Einheitsbrei abzugleiten, der die spezifischen Potentiale der einzelnen Medien missachtet? Welche Werbeideen taugen zu einer crossmedialen Inszenierung? Wie schlägt man eine Brücke zwischen einem Printwerbemittel, einem TV-Spot und einem Radiospot? Wie muss ein formaler Styleguide beschaffen sein, damit er über sämtliche Medien hinweg eingehalten werden kann? Diese und weitere Fragen werden in Kapitel 5 behandelt. Dem voraus geht zunächst eine ausführliche Standortbestimmung, die in der derzeitigen Begriffsverwirrung um Crossmedia eine (zumindest für diese Arbeit gültige) Basis schaffen soll. Das folgende Kapitel erörtert Faktoren, die nach einer crossmedialen Kundenansprache verlangen, und liefert Erklärungsgrundlagen aus dem medienwissenschaftlichen und wahrnehmungspsychologischen Bereich. Die Planung von Crossmedia-Kampagnen is


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Product Details
  • ISBN-13: 9783832491673
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 222 gr
  • ISBN-10: 3832491678
  • Publisher Date: 11 Dec 2005
  • Height: 254 mm
  • No of Pages: 120
  • Series Title: German
  • Sub Title: Aspekte Der Inhaltlichen Und Formalen Integration
  • Width: 178 mm


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