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That's native: Schleichwerbung oder nicht?

That's native: Schleichwerbung oder nicht?

          
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About the Book

"Muss Werbung wie Werbung aussehen?" Was ist Schleichwerbung und was sind Sonderwerbeformen? Der Medienexperte Fabian Siegler befasst sich mit der Glaubwürdigkeit der Werbung, die wir als Verbraucher tagtäglich analog oder digital in Print, TV, in Videos oder auf Blogs sehen. Er erklärt, was sich hinter der bezahlten Werbekommunikation verbirgt und wo deren Grenzen sind. Neben einem kleinen Begriffslexikon schreibt er über die Entwicklung der Werbung: Wie sie als 'redaktionelle Anzeige' in die Medien Einzug hielt und wie sie sich in den letzten Jahren, zum Advertorial und Native Advertising verändert hat. Er weist auf den Nutzen und die Nachteile des Advertorials in der Onlinemedienlandschaft hin. Die Anpassung an die digitale Revolution ist notwendig, fordert er: Denn die Medienbranche hat in den letzten Jahren einen grundlegenden Paradigmenwechsel vollzogen. Heute geht es darum, verschiedene Instrumente zu verzahnen, wie Blogs, Landing-Pages, Online-Shops, Homepages und alles in Echtzeit. Glaubwürdiger Content ist Pflicht und ohne gutes Storytelling geht nichts - egal in welchem Medium, Werbung platziert wird. Erfolgsautor Fabian Siegler ist Fachmann für Advertorials und Native-Advertising und arbeitet seit 2014 in diesem Bereich. Neben Verlagen und Media-Anbietern berät er heute Unternehmen jeglicher Größe mit weltweiten Echtzeit-Personalisierungen. Sein Herz 'schlägt digital', sagt er. Im vorliegenden Buch "Schleichwerbung und andere Werbeformen", geht es vornehmlich um die Glaubwürdigkeit in der Werbebranche und welchen Mehrwert sie generieren kann, wenn die "Intelligenz des Verbrauchers nicht beleidigt wird", wie der Großmeister der Werbung, David Ogilvy bereits sagte!


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Product Details
  • ISBN-13: 9783734569647
  • Publisher: Tredition Gmbh
  • Binding: Hardback
  • Language: German
  • Returnable: N
  • Sub Title: Schleichwerbung oder nicht?
  • Width: 152 mm
  • ISBN-10: 3734569648
  • Publisher Date: 22 Mar 2017
  • Height: 229 mm
  • No of Pages: 370
  • Spine Width: 22 mm
  • Weight: 661 gr


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