Werbung im Internet: Eine Analyse der kommunikationspolitischen Möglichkeiten im Internet
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Inhaltsangabe: Gang der Untersuchung: In dieser Arbeit werden Möglichkeiten aufgezeigt, wie Unternehmen das Internet für den Einsatz kommunikationspolitischer Ma nahmen, insbesondere Werbema nahmen, nützen können. Au erdem wird dargestellt, wie ein vollständiger Internet-Auftritt eines Unternehmens aussehen sollte. Die Arbeit ist folgenderma en aufgebaut: Zunächst werden Basisinformationen zum Internet gegeben, die eine essentielle Grundlage für alle Aktivitäten im Internet darstellen. Im Kapitel Kommunikationspolitik" werden zunächst die einzelnen kommunikationspolitischen Ma nahmen im Rahmen des Marketings charakterisiert. Anschlie end wird erläutert, wie Unternehmen diese Ma nahmen im Internet heute bereits umsetzen bzw. zukünftig umsetzen könnten. Im vierten Kapitel werden die Bestandteile eines vollständigen Internet-Auftritts beschrieben, wobei der Schwerpunkt im Aufbau und in der Instandhaltung einer Web-Site liegt. Au erdem wird erläutert, welche Promotion-Ma nahmen zur Bekanntmachung der Site getroffen werden könnten und welche Möglichkeiten es gibt, die Anzahl der Besucher einer Web-Site zu messen. Danach werden einige Rahmenbedingungen für den Internet-Auftritt von Unternehmen angeführt. Im letzten Kapitel wird schlie lich ein Ausblick auf die zukünftige kommerzielle Entwicklung des Internets gegeben. Inhaltsverzeichnis: Inhaltsverzeichnis: AbbildungsverzeichnisVI AbkürzungsverzeichnisVII 1.Vorgehensweise und Aufbau der Arbeit1 2.Einführung und Wissenswertes zum Internet2 2.1Was ist das Internet?2 2.2Die Geschichte des Internets2 2.3Wachstum des Internets3 2.4Die sechs Säulen des Internets6 2.4.1E-Mail6 2.4.2WWW7 2.4.3Gopher8 2.4.4FTP8 2.4.5Usenet-Newsgroups8 2.4.6Telnet9 2.5Kommerzielle Online-Dienste9 2.5.1T-Online10 2.5.2CompuServe10 2.5.3AOL Deutschland11 2.5.4Europe Online (EO)11 2.5.5Microsoft Network (MSN)12 2.6Demographische Untersuchungen12 2.6.1Charakterisierung des durchschnittlichen Internet-Benutzers12 2.6.2Kritik
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