Die Zukunft der Werbung im Internet: Eine explorative Studie über zukünftige Marktkommunikation in Online-Medien
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Inhaltsangabe: Zusammenfassung: Die Arbeit nimmt sich eines Themas an, das in Zukunft mehr und mehr Bedeutung erlangen wird und versucht abzuschätzen, welche neuen Formen der Kommunikation zwischen Unternehmen und (potentiellen) Kunden für die nächsten Jahre zu erwarten sind. Ziel ist, ein Szenario für die Werbung im Medium Internet zu Beginn des nächsten Jahrtausends zu entwerfen. Dazu wurden Experten mit Hilfe qualitativer Interviews befragt. Zunächst werden grundlegende Konzepte wie Werbung und Internet dargestellt bzw. abgegrenzt und einen Überblick über Werbeformen im Internet gegeben. Im anschlie enden theoretischen Teil werden Konzepte der Zukunftsforschung vorgestellt und begründet, warum der Autor die Szenariotechnik ausgewählt hat. Methodische Erläuterungen zum empirischen Vorgehen folgen. In der Auswertung, die den Kern der Arbeit darstellt, werden sieben Deskriptoren auf Konsistenz bzw. Widersprüchlichkeiten überprüft und schlie lich in ein Zukunftsszenario integriert. Inhaltsverzeichnis: Inhaltsverzeichnis: 1.Einleitung1 2.Grundlagen3 2.1Werbung3 2.1.1Begrifflichkeiten3 2.1.1.1Werbung als Marktkommunikation3 2.1.1.2Mediawerbung5 2.1.1.3Verkaufsförderung / Sales Promotion5 2.1.1.4Öffentlichkeitsarbeit5 2.1.1.5Direktwerbung6 2.1.2Klassische versus neue Medien6 2.1.3Werbeformen im Überblick8 2.2Internet9 2.2.1Geschichte9 2.2.2Funktionsweise und Basisdienste12 2.2.2.1E-Mail12 2.2.2.2World Wide Web13 2.2.2.3USENET13 2.2.2.4Internet Relay Chat (IRC)13 2.2.2.5FTP14 2.3Werbung im Internet15 2.3.1Mediawerbung15 2.3.1.1Werbeplacements15 2.3.1.2Webcasting / Push-Media17 2.3.2Verkaufsförderung19 2.3.2.1Interaktive Gewinnspiele19 2.3.2.2Merchandising / Produktinformation und -präsentation20 2.3.2.3Produktproben / Zugaben21 2.3.2.4Cybersoaps / Cyberserien22 2.3.3Öffentlichkeitsarbeit23 2.3.4Direktwerbung25 2.3.4.1Mailinglisten / Newsletter25 2.3.4.2Werbe-E-Mails25 2.3.5Markt- und Werbeforschung im Internet / Webtracking26 3.Theo
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