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Online-Games als Marketing Tool

Online-Games als Marketing Tool

          
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About the Book

Inhaltsangabe: Zusammenfassung: Das Spielen ist eine der beliebtesten Freizeitaktivitäten. Im Zeitalter von GameCube, Playstation und XBox bleibt auch das Internet davon nicht unberührt. Neben der Informationsbeschaffung sind Unterhaltung, Spaß und Vergnügen Nutzungsmotive mit hohem Stellenwert im Netz. Damit wächst die Bedeutung des Mediums auch als Entertainmentplattform. Die Entwicklung des Internet und seine Möglichkeiten - besonders hinsichtlich Interaktivität und Integration des Users - wirken sich drastisch auf den Werbemarkt aus. Fernsehwerbung beispielsweise, die als die Königsdisziplin in der Werbung gilt, verliert immer mehr an Wirkung. Die Verbraucher lassen sich nicht mehr einfach nur brav von den Werbebotschaften im Fernsehen berieseln, sondern sind wählerischer und sprunghafter geworden. „Zapping" ist zu einer gefürchteten Volkssportart für Mediaplaner geworden. Die Zuschauer wechseln während der Werbeblöcke das Programm. Sie schalten geistig ab oder gar nicht erst ein. Vor allem jüngere Menschen weichen zu Informations- und Unterhaltungszwecken ins Internet aus. In Zukunft sind daher innovative Kommunikationsmaßnahmen gefragt, um die Aufmerksamkeit der Konsumenten zu erreichen. Zudem geht der Trend in der Werbeindustrie weg von der Massenkommunikation hin zur Individualkommunikation und dem Dialog mit dem einzelnen Kunden. Online-Spiele als interaktive Werbeform eröffnen den Werbenden neue Möglichkeiten der Kundenansprache. In dieser Arbeit erörtere ich das Thema Online-Spiele als Marketing Tool. Online-Games, Online-Spiele oder sogenannte Adgames (Advertising Games), wie ich sie in der vorliegenden Arbeit behandle, haben zwei wichtige Merkmale. Zum einen sind sie werbefinanziert und für den Nutzer kostenlos, zum anderen sind sie online spielbar oder auf ein lokales Laufwerk herunterzuladen. Online-Spiele werden mittlerweile von vielen Markenartiklern zu Marketingzwecken eingesetzt. Doch wie wirken diese Adgames? Und welchen Nutzen bringen Sie d


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Product Details
  • ISBN-13: 9783838689173
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3838689178
  • Publisher Date: 27 Jul 2005
  • Height: 210 mm
  • No of Pages: 136
  • Series Title: German
  • Weight: 190 gr


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