Get Alternate Reality Games als Marketinginstrument im PDF

By Heidi Vetter

ISBN-10: 3656585164

ISBN-13: 9783656585169

Bachelorarbeit aus dem Jahr 2013 im Fachbereich Buchwissenschaft, Johannes Gutenberg-Universität Mainz, Sprache: Deutsch, summary: Heidi Maria Vetter nimmt in ihrer Bachelorarbeit die exchange truth video games, kurz ARGs, ins Visier: Begründet durch den Wandel der Kommunikationsstrukturen, gewinnt das net – auch als Marketinginstrument – immer weiter an Relevanz. ARGs sind in diesem Kontext ein neuartiges Konstrukt, um Menschen für Inhalte zu begeistern, zu gewinnen und letztendlich auch zum Kauf eines Buches zu bewegen. Zum theoretischen Unterbau der Arbeit zählen sowohl die Begriffserklärung und –definition des ARG, als auch die Erläuterung der Wirkungsweise dessen. Parallel dazu wird dem Leser das virale advertising näher gebracht. Im nächsten Schritt verknüpft Vetter Theorie und Praxis: Inwiefern können ARGs gerade den Jugendbuchmarkt bereichern? Welche verlässlichen Daten existieren, um dies zu untermauern? Und wie wird solch ein multisensorisches advertising in der Verlagspraxis gestaltet?

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Alternate Reality Games als Marketinginstrument im Jugendbuchmarkt (Initialen) (German Edition) by Heidi Vetter

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