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Online-Werbung im Internet by Tzivri, Chrisovalantou

Online-Werbung im Internet

by Chrisovalantou Tzivri
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Book cover type: Paperback
  • ISBN13: 9783838652467
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Publication Date:
  • Pages: 92
  • Original Price: GBP 61.5
  • Language: German
  • Edition: N/A
  • Item Weight: 132 grams
  • BISAC Subject(s): Marketing / General

Inhaltsangabe: Einleitung: Mit der Entstehung des World Wide Web im Jahre 1993 wurde der Grundstein für die „New Economy" gelegt. Die an die damit verbundenen neuen Kommunikations- und Absatzmöglichkeiten gerichteten Erwartungen führten zu einer regelrechten Euphorie, die nicht zuletzt in spektakulären Kursbewegungen am Neuen Markt ihren Ausdruck fanden. Das Internet ist verantwortlich für die Verschiebung der Kommunikations- und Informationsgewohnheiten von Milliarden Menschen, darunter Millionen Deutschen. Die Forrester Research Studie „Germany November 2001 Data Overview" kam zu dem Ergebnis, dass 44 % der deutschen Bevölkerung das Internet regelmä ig nutzen. 29 Millionen Deutsche legen sogar Wert auf einen eigenen Internetzugang, um auch zu Hause das Internet nutzen zu können. Dieses Ergebnis ist aus der Sonderauswertung „World Wide Web Benutzer Analyse Oktober/November 2001-Werbung und Kommunikation im World Wide Web"des Online Marktforschers Fittkau&Maa ersichtlich. Laut der aktuellen Studie „@facts" des Marktforschungs-Instituts Forsa wird bis zum Ende des Jahres 2002 sogar jeder zweite Deutsche über das Internet erreichbar sein. Diese Entwicklung macht das Internet zu einem sehr interessanten Werbemedium. Zusätzlich zur „klassischen Werbung", also Werbung in Printmedien, Radio und Fernsehen, in Lichtspielhäusern und im out-of-home Media-Bereich (Plakate, Litfasssäulen, etc.) hat sich eine ganz neue Möglichkeiten für die Werbetreibenden herausgebildet, mit den gewünschten Zielgruppen in Kontakt zu treten. Die Besonderheiten des Internet als Werbemedium, seine Vor- und Nachteile im Vergleich zur klassischen Werbung sowie die Charakteristika seiner wichtigsten Erscheinungsformen sind Gegenstand der vorliegenden Arbeit. Im Mittelpunkt steht die Banner-Werbung als das am häufigsten zur Realisierung überwiegend operativer Ziele genutzte Werbemittel. In den letzen Jahren verstärkten viele Unternehmungen ihre Bemühungen, das Internet zur Realisierung ihrer

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