Dieses Buch erla?utert die Wirkweise von Out-of-Home (OOH)-Kampagnen und zeigt dessen Mehrwert in der Kommunikations-Planung von Unternehmen, Mediaagenturen und der o?ffentlichen Hand auf. Es richtet sich an Marketing-Entscheider, Werbungtreibende, Designer, Media- und Werbeagenturen sowie kommunale Entscheidungstra?ger. Die Autoren ? allesamt ausgewiesene Experten, Macher und Vordenker der OOH-Kommunikation ? durchleuchten die komplexen a?sthetischen, kommunikativen und wirtschaftlichen Zusammenha?nge. Sie erla?utern die Chancen der Au?enwerbung und zeigen die neuen Mo?glichkeiten im Rahmen des Digital Marketings. Der inhaltliche Bogen spannt sich von kreativen Aspekten bis zu technischen Themen. Ein wesentliches Thema ist die Leistungserfassung und Messung der Wirkung von Out-of-Home-Werbung. Ein einleitender historischer U?berblick u?ber die Plakatwerbung von Mitte des 19. Jahrhunderts bis heute zeigt, wie pra?gend die OOH-Kommunikation immer schon war. Auszug aus dem Inhalt * Der Flirt der Werbung mit den Konsumenten ? wie Au?enwerbung wahrgenommen wird * Top-Kreationen von Out of Home-Motiven * Gescha?ftsmodelle, Pachtvertra?ge, kommunale und private Pachtgeber * Out of Home im Spannungsfeld zwischen Branding und Sales-Activation * Dynamische Leistungswerterfassung fu?r digitale Out of Home-Medien ?
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Out-of-Home-Kommunikation
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| Weight | 1 kg |
|---|---|
| Book Author | Th?sler |
| Edition | 1st |
| Format | Paperback |
| ISBN | 9783658381189 |
| Language | German |
| Pages | 376 |
| Publication Year | |
| Publisher |
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