Arbeitspapier
In-Game Advertising
Die Platzierung von Werbebotschaften in Video- und Computerspielen ist eine neue Werbemaßnahme, die Unternehmen zunehmend ergreifen, um Aufmerksamkeit bei den Konsumenten zu erregen. Der folgende Beitrag beschäftigt sich mit dem Markt der Video- und Computerspiele, zeigt die verschiedenen Formen des In-Game Advertising auf und verdeutlicht dessen Wirkung an Hand des Modells der Werbewirkungspfade. Ein erfolgreich umgesetztes Beispiel aus der Praxis sowie eine abschließende kritische Betrachtung verschaffen einen detaillierteren Einblick in das Thema.
- Language
-
Deutsch
- Bibliographic citation
-
Series: Reutlinger Diskussionsbeiträge zu Marketing & Management ; No. 2009-01
- Classification
-
Management
- Event
-
Geistige Schöpfung
- (who)
-
Nufer, Gerd
Geiger, Christina
- Event
-
Veröffentlichung
- (who)
-
Hochschule Reutlingen, ESB Business School
- (where)
-
Reutlingen
- (when)
-
2009
- Handle
- URN
-
urn:nbn:de:bsz:21-opus-37223
- Last update
-
10.03.2025, 11:43 AM CET
Data provider
This object is provided by:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Arbeitspapier
Associated
- Nufer, Gerd
- Geiger, Christina
- Hochschule Reutlingen, ESB Business School
Time of origin
- 2009
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