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Native Advertising Mobil: Native Advertising als Erlösquelle für Medienunternehmen mit Fokus auf Inhalte für mobile Endgeräte

Native Advertising Mobil: Native Advertising als Erlösquelle für Medienunternehmen mit Fokus auf Inhalte für mobile Endgeräte

          
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About the Book

Masterarbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Hochschule für Wirtschaft Zürich (HWZ), Sprache: Deutsch, Abstract: In dieser Arbeit geht das Forscherteam dem Phänomen Native Advertising aus der Sicht von Medienunternehmen nach. Der noch junge Begriff wird in die gängige Theorie des Content Marketing eingeordnet. Anhand von deskriptiven Fallstudien wird aufgezeigt, wie amerikanische Medienunternehmen Native Advertising umsetzen und der Schweizer Markt wird mit dem amerikanischen verglichen. Die Autoren beziffern das Marktpotential für beide Märkte und zeigen den unterschiedlichen Entwicklungsstand auf. Es wird aufgezeigt, dass sich Native Advertising als Erlösquelle für Medienunternehmen eignet, und dass Native Advertising die Bedürfnisse von Nutzern mobiler Endgeräte angemessen berücksichtigt. Mittels Experteninterviews loten die Autoren die Finessen von Native Advertising aus und leiten wichtige Erkenntnisse für die Weiterentwicklung der Angebote der Schweizer Medienunternehmen ab. Die Autoren rufen dazu auf, weitere Forschung zum Thema zu betreiben. Insbesondere machen sie einen Vorschlag zur Analyse der Inhalte und Formfaktoren von Native Advertising und regen an, die Wahrnehmung und Wirkung von Native Advertising bei Rezipienten zu untersuchen.[...]
About the Author: International Work Experience in Digital Marketing: Worked for companies like: Mercer Consulting, Wirtschaft Informatik Berater, Accor Asia Pacific, Carrefour, Ministry of Defense Singapore, Prasena, Grenoble Graduate School of Business & IMI University Centre October 2012 - Ongoing: Senior Consultant, 'Wirtschafts Informatik Beratung' WIB Solutions Part of a team by experts in different Digital Strategies related fields, working mandate based projects with some of leading Swiss companies in topics like Inbound-, Touchpoint- and Mobile-Marketing, Persuasive Webdesign, Client Relation Management Systems, Web2.0 & Quality Management Hermes Project Responsibilities: Client based project management as external consultants. Workshops and Events for Management. Awards & Business achievements (latest): Has been a runner up with his mobile app "iStudent Luzern" at the 2011 Worldwide Hospitality Award by MKG group at the Paris Le Grand http: //goo.gl/jDZZY Consults startup entrepreneur MyTable.com (online restaurant reservation) in Web Marketing related issues and brought it up to No1 in Switzerland Has been invited to talk to all Bank COOP branch managers on the future of the Web for banking business in 2011 Has been invited to speak at Suisse EMEX Switzerlands largest marketing fair 2011 (online at http: //youtu.be/JbO_DRsccB8 ) Has been TED x Speaker at second ever TED x event in Switzerland on the topic of Sensory Web ( http: //www.tedxzug.com ) Director Infostructure, Co Founder Prasena Consulting Company. An international consulting Start Up based in Bangkok, Thailand. For Fast Company magazine and Seth Godin, author of the New York "Times" bestseller "Purple Cow", Prasena was rewarded one of the 500 companies worldwide that "can help you make something happen". (2004) Languages: English, German, Thai, French Legal status: Married, one Baby daughter (Oct 2007)


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Product Details
  • ISBN-13: 9783656470373
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 114
  • Series Title: German
  • Sub Title: Native Advertising als Erlösquelle für Medienunternehmen mit Fokus auf Inhalte für mobile Endgeräte
  • Width: 148 mm
  • ISBN-10: 3656470375
  • Publisher Date: 05 Aug 2013
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 159 gr


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