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Online-Werbung

Online-Werbung


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About the Book

Inhaltsangabe: Einleitung: Lange Zeit wurden Online-Dienste nicht ernstgenommen. Die grafische Anmutung und die schleppende Datenübertragung des Deutschen BTX erinnerte Windows-verwöhnte Anwender mit seinem CEPT-Standard mehr an Host-Anwendungen vergangener Tage als an moderne Kommunikationsmittel. Einzig die Möglichkeit sicherer Online-Transaktionen - speziell das Online-Banking - gaben dem System seine Daseinsberechtigung. Auch das Internet konnte außer bei Wissenschaftlern und Freaks wenig Begeisterung entfachen. Mit Einführung des WWW 1993 änderte sich dies grundlegend. Seitdem übertreffen sich die Prognosen über das wirtschaftliche Potential des Internet fast täglich. Die Rahmenbedingungen für die Marketing-Kommunikation sind in den letzten Jahren zunehmend schwieriger geworden. Die Verbraucher leiden unter Informationsüberlastung und zeigen immer weniger Interesse an klassischer Unternehmenskommunikation. Demgegenüber steht der Wunsch nach individueller Ansprache und vermeintlich objektiver Produktinformation. Die Nutzung der Online-Medien zur Unternehmenskommunikation könnte, bedingt durch deren neue Kommunikationseigenschaften, eine Antwort auf die erschwerten Rahmenbedingungen sein. Es dauerte deshalb nicht lange bis Online-Medien auch als neues Marketing-Instrument entdeckt wurden. Viele Marketer tun sich jedoch schwer, die neuen Möglichkeiten zu beurteilen. Aus Unsicherheit neigen sie dazu, einfach traditionelle Marketingmaßnahmen auf die neuen Medien zu übertragen. Je früher die Werbetreibenden erkennen, welche neuen Möglichkeiten der externen Unternehmenskommunikation sich durch Online-Medien bieten, desto besser werden sie sich im Kommunikationswettbewerb behaupten. Ziel dieser Arbeit ist es, die Nutzungsmöglichkeiten von Online-Medien, insbesondere des Internet für die Werbung darzustellen. Gang der Untersuchung: Als Ausgangspunkt wurde eine fundamentale Betrachtung der Bereiche Marketing und Kommunikation gewählt, wobei das besondere Augenmerk


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Product Details
  • ISBN-13: 9783838618937
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 199 gr
  • ISBN-10: 3838618939
  • Publisher Date: 23 Nov 1999
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Sub Title: Neue Möglichkeiten externer Unternehmenskommunikation
  • Width: 148 mm


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