Crossmedia-Werbestrategien : eine theoretische und empirische Analyse der Verknüpfung von klassischen und neuen Medien anhand von Anzeigenwerbung in Schweizer Zeitschriften und Websites der analysierten Unternehmungen

Um Crossmedia in die Marketingpolitik einzuordnen, waren zu Beginn der Arbeit klare Abgrenzungen nötig, um Begrifflichkeiten zu klären. So kann Crossmedia nebst Media-Mix, Direktmarketing, integrierter Kommunikation und Konvergenz als selbständiger Terminus verstanden werden. Diverse Rahmenbedingungen lassen erahnen, dass die Idee zur Crossmedia nicht ohne Grund entstanden ist. So ist es nach wie vor nötig, kreativ zu werden, effizient zu agieren und langfristige Ziele anzustreben. Trotz der abstrakten Abgrenzungen zu Beginn der Arbeit steht fest, dass die Einordnung in die "Kreise" des Marketings, Marketingkommunikation und Werbung nicht ganz so einfach geschehen kann und immer hinterfragt werden muss. Ähnlich ergangen ist es der Autorin im Versuch einer klaren Zuordnung der klassischen und neuen Medien. Oft verschieben sich die Grenzen während der Zeit hin und her, oft hervorgerufen durch technologische Neuerungen. Jedoch sind die Transferqualitäten und Synergiepotenziale gerade im Online-Mix hervorragend und eignen sich deshalb auch als Untersuchungsgegenstand. Hinter dem Konzept der Crossmedia steht immer auch ein Treiber in Form einer Strategie, welches die unterschiedlichen neuen Ansätze von optimalen Verknüpfungsmöglichkeiten vorantreibt. Einige davon wurden auch in der Analyse untersucht. Aus der Sicht der Veragshäuser ist die ergänzende Strategie der Komplementarität die eigentliche crossmediale entscheidende Strategie. Sie bezeugt, dass Printmedien Überblicks- und Einordnungsfunktion qufweisen, Onlinemedien sich den Vorteil des Service und der Aktualität zu Eigen machen können, welches das Publikum an die Verbundmarke bindet. Online-Werbung wird als wirtschaftlicher Aspekt immer wichtiger. So muss der virtuellen Aufmerksamkeit bereits heute und zukünftig genügend Rechnung getragen werden. Dies gelingt mit Werbetools, welche den potenziellen Kunden auf die eigene Website lenken (Affiliate Marketing), den Kunden Werbetexte und Werbeannoncen auf anderen Website anbieten (AdWords oder Bannersponsoring) oder den Kunden selbst zum Werbenden resp. "Vernetzer" werden lassen (Virales Marketing, Blogging, RSS-Feeds). Entscheidend bleibt am Ende die Kontrolle über die Messung des Erfolges der Aufmerksamkeit. Im Gegensatz zu den kaum quantifizierbaren Streuverlusten bei klassischer Werbung, können potentielle Märkte auch ausserhalb der virtuellen Welt messbar gesteuert werden (Geo-Marketing) Mit Crossmedia ist möglich mittels Innovation und Kreativität neue Kundenbeziehungen aufzubauen, alte zu festigen oder wieder zu aktivieren. Wesentlich dabei, ist dass sich diese Kundenbeziehungen messen lassen. Durch die Messbarkeit ist die Wirkung von crossmedialen Strategien unumstritten, da sie im Gegensatz zum einfachen klassischen Media-Mix höhere Wirkungswerte aufweisen. Trotzdem ist die Einführung einer Crossmedia-Strategie die Herausforderung an das Management. In der betrieblichen Praxis wird von einer Implementierungslücke gesprochen, wenn die Einführung einer sinnvollen und ökonomisch wertsteigernden Strategie an der Umwetzung scheitert. Ein wichtiger Teil der Gestaltung einer Crossmedia-Kampagne (Print und/oder Online) ist die Ästhetik und die konsequente Anwendung der Gestaltgesetze über sämtliche Werbemassnahmen. Daher lassen sich Werbetreibende auch gerne von Trends, Techniken und Formen des künstlerischen Bereiches inspirieren. Der Erfolg von Crossmedia hängt vor allem von inhaltlich-konzeptionellen, organisatorischen und personellen Faktoren ab. Crossmedia muss intelligent gestaltet sein und kreatives Potential mittels "Storytelling" ausweisen. Jedoch nützt eine brillante Cross-Story nichts, wenn die vor- und nachgelagerten Planungsphasen nicht zusammenspielen. Genau dieser Anspruch des optimalen Zusammenspiels ist die Herausforderung an die Organisation. Von Kreativ- über Spezialagenturen, diversen Unternehmensabteilungen bis auf Unternehmensleitung - sind einige Personengruppen beteiligt. Wo abteilungsübergreifendes Handeln erforderlich ist, sind meist auch personelle und interpersonelle Konflikte vorprogrammiert. Die Angst vor Kompetenzverlusten und vor verstärkter Kontrolle können unter Umständen eine geringe Kooperations-, Informations- und Koordinationsbereitschaft ergeben. Alle beteiligten Mitarbeitenden müssen von der integrativen Vorgehensweise überzeugt sein. Nur so kann es gelingen, über die Schnittstellen und Führungskopmetenzen hinweg zu koordinieren. Somit muss der Hebel bei der Unternehmensstruktur angesetzt werden. Neben internen und externen Koordinationsproblemen ist sicher auch der Mangel an einer theoretischen Fundierung als Grund dieser Situation zu nennen. Derzeit herrscht bei den Fachverantwortlichen in den Unternehmungen und Agenturen eine grosse Unsicherheit über das Vorgehen. Noch hat sich keine Expertise (beispielsweise in Form eines "Crossmedia-Lehrganges") etablieren können

Dual tasking under compromised visual and somatosensory input in elderly fallers and non-fallers

Background: Performance of additional tasks disturbs postural control in elderly. It is unknown, however, how postural control is affected in elderly fallers and non-fallers in a reduced sensory situation. Objective: To compare differences between single and dual tasking in three test conditions; (1) no-vision, (2) under reduced somatosensory information and (3) with a combination of both conditions. Design: An observational cohort study with participants assigned to a 12-month pretest fall assessment and a postural balance assessment. Methods: Fifteen independently living elderly participated (77.5 ± 7.0 [63-87] years). Falls were pre-assessed with a 1- year monthy “fall calendar”. Postural control was analyzed by means of a force platform. Participants were standing quiet (first task) while counting backwards (second task). A 2-factor (group x condition) ANOVA was performed at p<.05. Differences of postural (DTCp) and cognitive dual task costs (DTCc) between test conditions were analyzed (one-way ANOVA). Results: The analysis showed significant group (fallers/non-fallers) and condition effects. Post hoc analyses indicated that the postural control variables were significantly different during the concurrent reduced vision and somatosensory information. Dual task costs showed a significant difference between normal (N) and the combined condition (NV+RP) in non-fallers. Conclusion: The combination of reduced visual and somatosensory information causes a larger disturbance of postural stability compared with the reduction of visual or somatosensory information alone. Non-fallers seem to have no threats to the postural control stability in this combined reduced sensory situation. They reduce their postural control, which leaves them enough resources to compensate for the reduced sensory information

Cortical and trabecular bone density and structure in anorexia nervosa

The aim of the study was to examine bone density and architecture with three different measurement methods in a sample of young women with anorexia nervosa (AN) and in an age-matched control group of women. Three-dimensional periphery quantitative computer tomography (3D-pQCT) at the ultradistal radius, a new technology providing measures of cortical and trabecular bone density and architecture, was performed, as well as quantitative ultrasound (QUS) at the heel, and dual energy X-ray absorptiometry (DXA) at the spine and hip. Thirty-six women with AN aged 18-30 years (mean duration of AN: 5.8 years) and 30 age-matched women were assessed. Bone mineral density measured by DXA at the spine and hip, and broadband ultrasound attenuation measured by QUS at the heel were significantly lower in patients than controls. 3D-pQCT demonstrated a highly significant deficit in the absolute number of bone trabecules and a significant reduction of cortical thickness. Severity of underweight was significantly associated with bone deficits at the hip measured by DXA. 3D-pQCT revealed mostly deficits of cortical bone related with age of onset of eating disorder. Using three different methods to measure bone density and bone structure at the hip, spine, heel and ultradistal radius, significant deficits in bone mineral density both in trabecular and cortical bone, as well in trabecular structure could be demonstrated in the AN patient

Targeted education improves the very low recognition of vertebral fractures and osteoporosis management by general internists

Introduction: Vertebral fractures in older persons are strong predictors of subsequent fracture risk but remain largely under-recognized. To evaluate the impact of an educational intervention on the recognition of vertebral fractures and the prescription of anti-osteoporosis treatment among general internists, we conducted a prospective study in a service of general internal medicine of a large university teaching hospital in Geneva, Switzerland. During a 3.5-month observation period (phase1), all lateral spinal or chest radiographs performed on consecutive inpatients over 60 years were reviewed by two independent investigators, and vertebral fractures were graded according to their severity. Methods: Results were compared with radiology reports and general internists' discharge summaries. During the following 2-month intervention period (phase2), internists were actively educated about vertebral fracture identification by means of lectures, posters and flyers. Radiologists did not receive this educational strategy and served as controls. Results: Among 292 consecutive patients (54% men; range: 60-97 years) included in phase1, 85 (29%) were identified by investigators as having at least one vertebral fracture; radiologists detected 29 (34%), and internists detected 19 (22%). During the intervention phase, 58 (34%) of 172 patients were identified with vertebral fractures by investigators; radiologists detected 13 patients (22%) whereas among internists the detection rate almost doubled (25/58 patients, 43%; p=0.008 compared to phase1). The percentage of patients with vertebral fracture who benefitted from an osteoporosis medical management increased from 11% (phase1) to 40% (phase2, p<0.03). Conclusions: Our findings confirm the large under-recognition of vertebral fractures, irrespective of their severity, and demonstrate that a simple educational strategy can significantly improve their detection on routine radiographs and, consequently, improve osteoporosis managemen

Comparison of risk factors predicting return to work between patients with subacute and chronic non-specific low back pain: systematic review

The objective of the study was to provide an inventory of predictive instruments and their constituting parameters associated with return to work in patients with subacute (2-10weeks pain duration) and chronic (10-24weeks pain duration) non-specific low back pain (NSLBP). Data sources included systematic review in Medline, Embase, Cinahl, Central, PEDro, Psyndex, PsychInfo/PsycLit, and Sociofile up to September 2008, in reference lists of systematic reviews on risk factors, and of included studies. For the systematic review, two reviewers independently assessed study eligibility and quality, and extracted data. Disagreements were resolved by consensus. Risk factors were inventorised and grouped into a somatic and psychosocial domain. 23 studies reporting on subacute and 16 studies reporting on chronic patients were included. The studies on subacute patients reported on a total of 56 biomedical factors out of which 35 (63%) were modifiable and 61 psychosocial factors out of which 51 (84%) were modifiable. The corresponding values in studies on chronic patients were 44 biomedical [27 (62%) modifiable] and 61 [40 (66%) modifiable] respectively. Our data suggest that the interdisciplinary approach in patients at risk to develop persistent NSLBP is justified in both, the subacute and chronic disease stages. Psychosocial interventions might be more effective in subacute stages since a higher proportion of modifiable risk factors were identified in that grou

Bone Mineral Density in Young Women on Methadone Substitution

Little is known about bone mineral density (BMD) in patients with heroin addiction and subsequent methadone substitution. The goal of this study was to compare bone mass density of young HIV-negative women on long-term methadone treatment to a local group of young healthy women. Eleven women (aged 20-29) with previous heroin dependence and current methadone substitution (20-140mg, median 60, daily) for 1.5-9 (median 3) years were compared to 30 healthy women (aged 20-28). Participants were examined with dual-energy X-ray absorptiometry of the lumbar spine (L2-L4), of the total proximal hip area, and of the femoral neck. Patients and controls had neither current nor lifetime underweight condition, had comparable ages at menarche, and did not differ significantly in current body mass index (21.9±4.0, respectively, 20.5±1.5kg/m2) in spite of a largely unhealthy lifestyle (cigarette, alcohol, and cocaine consumption in patients). Patients' total-hip parameters were marginally lower than those of controls (BMD P=0.054, T score P=0.049), whereas the femoral neck and lumbar spine parameters did not differ significantly between the two groups. Long-term methadone substitution in HIV-negative women seems to slightly affect bone mass densit

Endocortical bone loss in osteoporosis: The role of bone surface availability

Age-related bone loss and postmenopausal osteoporosis are disorders of bone remodelling, in which less bone is reformed than resorbed. Yet, this dysregulation of bone remodelling does not occur equally in all bone regions. Loss of bone is more pronounced near and at the endocortex, leading to cortical wall thinning and medullary cavity expansion, a process sometimes referred to as "trabecularisation" or "cancellisation". Cortical wall thinning is of primary concern in osteoporosis due to the strong deterioration of bone mechanical properties that it is associated with. In this paper, we examine the possibility that the non-uniformity of microscopic bone surface availability could explain the non-uniformity of bone loss in osteoporosis. We use a computational model of bone remodelling in which microscopic bone surface availability influences bone turnover rate and simulate the evolution of the bone volume fraction profile across the midshaft of a long bone. We find that bone loss is accelerated near the endocortical wall where the specific surface is highest. Over time, this leads to a substantial reduction of cortical wall thickness from the endosteum. The associated expansion of the medullary cavity can be made to match experimentally observed cross-sectional data from the Melbourne Femur Collection. Finally, we calculate the redistribution of the mechanical stresses in this evolving bone structure and show that mechanical load becomes critically transferred to the periosteal cortical bone.Comment: 13 pages, 3 figures. V2: minor stylistic improvements in text/figures; more accurately referenced subsection "Internal mechanical stress distribution"; some improved remarks in the Discussion sectio

ASSESSMENT OF URINARY HYDROXYPYRIDINIUM CROSS-LINKS MEASUREMENT IN OSTEOARTHRITIS

The aim of this study is to re-evaluate urinary collagen cross-links, previously proposed as markers of osteoarthritis (OA). The urinary excretion of collagen cross-links, pyridinoline (PYD) and deoxypyridinoline (DPD), was measured using high-performance liquid chromatography (HPLC) in 114 patients with OA, 19 patients with rheumatoid arthritis (RA) and 40 healthy subjects. An increase in PYD and DPD, expressed per millimole of creatinine, was confirmed in RA. However, PYD and DPD in patients with hip OA, knee OA and polyOA were similar, and did not differ from controls. In patients with radiographic end-stage OA, PYD and DPD were significantly higher than in patients with an early OA, but not significantly higher than in controls. The PYD/DPD ratio did not vary with the OA stage. Thus, urinary collagen cross-links are not elevated in OA, but could reflect bone sclerosis and/or erosion in late O