New Methods of Crossmedia-Based Marketing in the Music Industry : How can free downloadable Musical Work be marketed using multiple Crossmedia Channels?
- The thesis presents a new way to market free downloadable music based on the „Born in the Land of a Thousand Hills” album by Mishoo The Drumkit. The research goal is to present the results of the crossmedia-based marketing strategy which was used to distribute the album internationally. Three media channels were chosen to distribute the music. The thesis explains why online, print and mobile media were chosen to reach the goal and which strategy was chosen for each medium. Especially the marketing campaigns in co-operation with Mercedes Benz Tv and the German BEAT magazine are specifically described. At the end of the thesis the possible costs and the download statistics are shown to show how effective the strategy was.
Author: | Michael Negele |
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URN: | urn:nbn:de:bsz:mit1-opus-6467 |
Advisor: | Robert J. Wierzbicki, Michael Hösel |
Document Type: | Bachelor Thesis |
Language: | German |
Date of Publication (online): | 2010/09/13 |
Publishing Institution: | Hochschule Mittweida |
Release Date: | 2010/09/13 |
GND Keyword: | Musikwirtschaft; Media-Mix |
Institutes: | 06 Medien |
DDC classes: | 650 Management |
Open Access: | Frei zugänglich |
Licence (German): | Urheberrechtlich geschützt |