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SMS Werbung

SMS Werbung


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About the Book

Inhaltsangabe: Problemstellung: In den letzten Jahren wurde der Telekommunikationssektor durch die Einführung mobiler Endgeräte, zumeist Handies, stark verändert. Die Handypenetration betrug in Österreich Ende 2001 ca. 76%. Eine eigene mobile Industrie ist durch Joseph Schumpeters Kräfte der „kreativen Zerstörung" am Entstehen, wobei eine Entwicklung von reiner Stimmübertragung (Telephonie) hin zu immer mehr Datenübertragung festgestellt werden kann. Siemens schätzt, dass sich die Einnahmen von mobilen Serviceleistungen bis 2010 im europäischen Raum verdreifachen werden. Allerdings hängt die langfristige Profitabilität von der Akzeptanz der Konsumenten ab. SMS ist eine der ersten Formen der mobilen Datenübertragung. In Österreich sind die Anfänge einer Nutzung des Mediums SMS für kommerzielle Zwecke erkennbar. Das gilt auch für den Bereich Marketing, wobei dies in Österreich, im Gegensatz zu anderen Ländern, wie z.B. Deutschland und Großbritannien noch wenig fortgeschritten ist. Außerdem kann ein Unternehmen noch nicht auf Erfahrungswerte zurückgreifen, wenn es im Bereich des Mobile Business tätig werden möchte. Die Diplomarbeit untersucht die Einstellung der österreichischen Verbraucher im Bezug auf SMS Werbung und beantwortet die Frage, welche Faktoren diese Einstellung beeinflussen. Es soll analysiert werden, welches die Faktoren sind, die SMS Werbung sowohl negativ als auch positiv beeinflussen, bzw. wie sie sich auf die Einstellung der Konsumenten (im Speziellen der Zielgruppe Studenten) auswirken. Welche Erfolgsfaktoren sind für SMS Werbung unter Studenten ausschlaggebend, welche können vernachlässigt werden? Welche Barrieren können dem Erfolg im Wege stehen? Diese Fragen werden sowohl durch ein Literaturstudium als auch durch eine Expertenbefragung und eine Studentenbefragung beantwortet. Gang der Untersuchung: Die Arbeit gliedert sich in drei Teile. Der erste Teil der Arbeit bietet einen ausführlichen Überblick über die relevante Literatur zu dem Th


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Product Details
  • ISBN-13: 9783838661643
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 267 gr
  • ISBN-10: 3838661648
  • Publisher Date: 03 Dec 2002
  • Height: 210 mm
  • No of Pages: 160
  • Series Title: German
  • Sub Title: Zukunftsmusik oder seriöses Werbemedium?: Die Einstellung der österreichischen Studenten zu SMS Werbung
  • Width: 148 mm


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