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Ambient-Marketing fr Printmedien
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Die Interviewstudie fokussiert Ambient-Marketing als potenzielle Kommunikationsform fr Zeitungs-, Zeitschriften- sowie Buchverlage. Die Autoren gehen der Frage nach, inwieweit Zielgruppen dieser Werbeaktivitt aufgeschlossen gegenberstehen, und berprfen die Akzeptanz und Bewertung der Marketingmanahme in der Generation Y, Generation X sowie in der Altersgruppe 50plus. Die qualitative Studie basiert auf leitfadengesttzten Interviews.
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