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Wie Marken von der Game-Industrie lernen und profitieren können. Eine Analyse der psychologischen Erfolgsfaktoren von Advergames im Mobile Marketing

Wie Marken von der Game-Industrie lernen und profitieren können. Eine Analyse der psychologischen Erfolgsfaktoren von Advergames im Mobile Marketing

          
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About the Book

Bachelorarbeit aus dem Jahr 2014 im Fachbereich Medien / Kommunikation - Sonstiges, Note: 1,3, Mediadesign Hochschule für Design und Informatik GmbH Berlin, Sprache: Deutsch, Abstract: Games haben Power. Games haben die Power zu lehren, zu trainieren, zu bilden, zu informieren. Games haben die Power Menschen zusammen zu bringen - jung, alt und alles dazwischen. Games zu spielen ist eine aktive Handlung. Sie löst positive Emotionen aus, stärkt soziale Beziehungen, integriert in eine spannende Welt und weckt den Siegeswillen. Doch Spiele können viel mehr. Sie bieten das Potential bestehenden Geschäftsmodellen einen Mehrwert hinzuzufügen. Durch diese Eigenschaft sind Spiele nicht nur im reinen Spielekontext sinnvoll. Ihr psychologisches Potential ist bei richtigem Einsatz spezifischer Spieleeigenschaften derartig groß, dass das Marketingmanagement einige Lehren aus Spielen ziehen kann. "Digitale Spiele können in der Psychologie einen Angelpunkt darstellen, an dem das komplexe Zusammenwirken von Emotion, Kognition und Motivation sehr gut beobachtbar werden kann. Sämtliche psychische Instanzen werden aktiviert, wenn jemand sich entschließt, zu spielen." Das ist vor dem Hintergrund der zunehmenden Müdigkeit gegenüber (klassischer) Werbung nicht zu unterschätzen. Da gerade auch digitale Spiele schon längst nicht mehr nur eine Freizeitbeschäftigung von Jugendlichen sind darstellen, sollte die Integration von Games in den Marketingmix durchaus in Betracht gezogen werden. Finden Spiele in Marketing und Werbung Anwendung, spricht man von Advergamesa. Das sind Spiele, die sich um eine Marke drehen und z.B. implizit Markenbotschaften transportieren. In dieser Arbeit soll die Frage beantwortet werden, welche erfolgsversprechenden kommunikationspsychologischen Wirkungspotentiale Advergames im Rahmen des Mobile Marketings aufweisen. Diese Fragestellung weicht in Ihrer Formulierung etwas von jener Fragestellung ab, die ursprünglich bei der Mediadesign Hochschule Berlin eingerei


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Product Details
  • ISBN-13: 9783656690757
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 186 gr
  • ISBN-10: 3656690758
  • Publisher Date: 11 Jul 2014
  • Height: 210 mm
  • No of Pages: 136
  • Spine Width: 8 mm
  • Width: 148 mm


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Wie Marken von der Game-Industrie lernen und profitieren können. Eine Analyse der psychologischen Erfolgsfaktoren von Advergames im Mobile Marketing
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Wie Marken von der Game-Industrie lernen und profitieren können. Eine Analyse der psychologischen Erfolgsfaktoren von Advergames im Mobile Marketing
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