Lohnt sich Werbung im Internet?

Name: Lohnt sich Werbung im Internet?
Brand: Atlantic Books
SKU: 9783838610368
Price: 7521.0 INR
Availability: InStock

by Gernot Weckesser

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ISBN13: 9783838610368
Binding: Paperback
Subject: N/A
Publisher: Diplom.de
Publisher Imprint: Diplom.de
Publication Date: August 13, 1998
Pages: 108
Original Price: GBP 67.9
Language: German
Edition: N/A
Item Weight: 150 grams
BISAC Subject(s): Marketing / General

About The Book

Inhaltsangabe: Einleitung: Mit der Entstehung des World Wide Web (WWW) ist in den letzten Jahren eine gro e Euphorie für den betrieblichen Einsatz des Internets entstanden. Die Unternehmen wollten den technologischen Fortschritt und den Anschlu an neue Kommunikationstechnologien nicht verpassen und nutzten das WWW bereits in frühem Entwicklungsstadium als Plattform für Unternehmenskommunikation, Vertrieb und Werbung. Nachdem die erste Euphorie "verflogen" ist und die Prognosen über die Nutzerzahlen nach unten korrigiert werden mu ten, stellt sich die Frage: "Lohnt sich Werbung im Internet?" Darüber, da das Internet dazu geeignet ist, Informationen wie Texte, Bilder, Grafiken, Videos etc. weltweit in kürzester Zeit zu verbreiten, mu nicht gestritten werden. Ebenso ist man nicht mehr auf die Ein-Weg-Kommunikation, wie bei den klassischen Medien, beschränkt; sondern zweiseitige, interaktive und daher individuelle Massenkommunikation ist Möglichkeit und Realität geworden. Nur darf der Einsatz des Internets nicht zum Selbstzweck werden. Der Beitrag des Mediums zur Erreichung der Unternehmens- und insbesondere der Marketingziele mu kritisch hinterfragt werden. Dies macht eine wissenschaftliche Auseinandersetzung mit diesem Themenkomplex notwendig und soll Gegenstand dieser Arbeit sein. Wo liegen nun die aktuellen Probleme beim Einsatz des Internets in der Werbung, bezüglich der Erreichung der Unternehmens- und Marketingziele? Wie mu daher die Problemstellung dieser Arbeit definiert sein? Sie kann mit den folgenden Fragen hinreichend beschrieben werden: Mit welchen Problemstellungen ist das heutige Marketing konfrontiert und welche Lösungsmöglichkeiten bietet das Internet als interaktives Medium ? Welchen Zweck und welche Zielsetzung verfolgt eine Online-Präsenz von Unternehmen? Erreicht man im Internet die relevante Zielgruppe? Welche Anforderungen stellen die multimediale Darstellungsform und die Interaktivität an die Gestaltung der Werbung? Wie kann der O

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