Möglichkeiten der Kommunikationspolitik im Internet am Beispiel von Weißblechverpackungen
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Inhaltsangabe: Einleitung: Keinem anderen Medium wird zur Zeit soviel Beachtung geschenkt wie dem Internet. Die Möglichkeiten, die dieses neue Medium in Kombination bietet, wie z.B. Interaktivität, Multimedia, Aktualität und dies bei nahezu weltweiter Verfügbarkeit, eröffnen neue Perspektiven in der Kommunikationspolitik. Ziel dieser Arbeit ist es, am Beispiel konkreter Produkte aus dem Bereich der Investitionsgüter, nämlich Wei blechverpackungen, aufzuzeigen, wie Werbung, Öffentlichkeitsarbeit, persönlicher Verkauf und Verkaufsförderung im Internet eingesetzt werden können. Gang der Untersuchung: Der erste Teil befasst sich mit den theoretischen Grundlagen der Kommunikationspolitik. Es werden die vier kommunikationspolitischen Instrumente, basierend auf der Systematik von Heribert Meffert, dargestellt. Der Bereich Werbung wird aufgrund seiner gro en Bedeutung im Internet ausführlicher erörtert. Der zweite Teil befasst sich mit Geschichte, Aufbau und Struktur des Internet. Dabei werden die verschiedenen Internetdienste kurz erläutert, wobei diejenigen besonders herausgestellt werden, die für den Einsatz in der Kommunikationspolitik wesentlich sind. Ein Überblick über die deutschen Internetbenutzer rundet das Bild über das Internet ab. Im dritten Teil wird dargestellt, wie das Internet in den einzelnen Bereichen der Kommunikationspolitik in einem Unternehmen, das Wei blechverpackungen produziert, eingesetzt werden kann. Besondere Beachtung wird dabei der Werbung im Internet geschenkt, die nicht nur aus der Zusammenstellung von Internetseiten besteht, sondern zusätzlich in der sogenannten Site Promotion, d.h. der Werbung für die Internetpräsenz. Inhaltsverzeichnis: Inhaltsverzeichnis: Einleitung4 1.Kommunikationspolitik5 1.1Öffentlichkeitsarbeit6 1.2Verkaufsförderung7 1.3Persönlicher Verkauf7 1.4Klassische Werbung8 1.4.1Festlegung des Werbebudgets8 1.4.2Festlegung der Werbeobjekte8 1.4.3Festlegung der Werbeziele9 1.4.4Festlegung der Zielgruppe10 1.4.
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