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In-Game Advertising im Intermediavergleich

In-Game Advertising im Intermediavergleich

          
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About the Book

Bachelorarbeit aus dem Jahr 2011 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Hochschule der Medien Stuttgart, Sprache: Deutsch, Abstract: 1. Problemstellung Die heutige Medienvielfalt ist größer denn je. Konsumenten sind, auf Grund der schnellen technologischen Entwicklungen, stetig wachsendem Werbedruck ausgesetzt. In Deutschland streiten sich rund 60 Fernsehsender, 300 Radiostationen, 400 Zeitungen und 600 Zeitschriften um Rezipienten. Hinzu kommen die neuen Medien und die damit verbundene Werbung. Somit herrscht ein reges Durcheinander für den Einzelnen. Eine Studie des "Instituts für Marketing und Kommunikation" aus dem Jahr 2004 besagt, dass deutsche Konsumenten durchschnittlich über 6000 Werbekontakte pro Tag wahrnehmen. Allerdings wurden bei dieser Studie die Werbeeindrücke aus den neuen Medien nicht hinzugezählt. Interessant ist die dagegen Auswertung der bewusst erinnerten Werbekontakte der letzten 24 Stunden; diese befanden sich im Schnitt bei drei. Der heutige Kunde ist gegen diese immense Flut von Werbung größtenteils immun, so dass die Werbeindustrie zunehmend auf auffällige Kampagnen setzten muss. Beispielsweise lockt Preis-Aktionismus zunächst viele Konsumenten, schadet aber auf lange Sicht der Kundenloyalität und der Markenbindung. Daraus resultiert ein hart umkämpfter Werbemarkt, der zufolge hat, dass sich Werbetreibende kontinuierlich nach neuen Plattformen umschauen müssen. Das Internet und das daraus resultierende Web 2.0 verzeichnen daher in den letzten Jahren einen stetigen Zuwachs; einerseits an Nutzern und andererseits an Werbeinteressenten. Dies bestätigt der Zuwachs des Werbeinvests des Internets im Jahre 2010 von 43,1% im Vergleich zu der Steigerung der Gesamtwerbeausgaben von 10,7%. (Vgl.: Kapitel 4.7) Um in der Zukunft erfolgreich werben zu können, müssen Werbeplattformen Möglichkeiten bieten besser auf ihre Kunden einzugehen. In der Werbung gibt es heute nur noch wenige


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Product Details
  • ISBN-13: 9783656007272
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3656007276
  • Publisher Date: 15 Sep 2011
  • Height: 210 mm
  • No of Pages: 92
  • Series Title: German
  • Weight: 131 gr


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