Werbung im Wandel - Das Internet als Werbeplattform
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Studienarbeit aus dem Jahr 2005 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2.0, Freie Universität Berlin (Publizistik- und Kommunikationswissenschaft), Veranstaltung: Bereiche der Organisationskommunikation, Sprache: Deutsch, Abstract: Die vielfach missmutig wahrgenommene Werbung ist kein Phänomen unserer Zeit, in der permanente Reizüberflutung längst zum Alltag geworden ist. Menschen, ja sogar Tiere haben seit Anbeginn ihrer Existenz stets versucht, für das Objekt ihrer zielgerichteten Sexualtriebe attraktiv zu erscheinen, also für sich zu werben, damit es im besten Fall zum Paarungsakt für den Fortbestand der eigenen Art komme. Die Werbeziele, wie auch die Werbemittel sind im Wandel der Zeit um einiges ausdifferenzierter geworden und so steht zumindest im professionellen Bereich die Befriedigung des Sexualtriebs der umworbenen Objekte nicht mehr im Vordergrund, sondern dient allenfalls als Instrument zum Erreichen des Werbeziels. In der folgenden Arbeit möchte ich die wichtigsten Differenzierungen bei der Mediaplanung erläutern und einen Überblick über die klassischen Werbeformen geben. Weiterhin möchte ich einige Sonderwerbeformen wie das Bartering oder das Product Placement erläutern, deren Bedeutung auf dem Werbemarkt in den letzten Jahren stark zugenommen hat. Längst werden aber Werbebanner und PopUp, die ehemaligen Vorreiter der Internetwerbung von Usern mithilfe diverser Programme ignoriert und so haben sie ihre einstmals gro e Werbewirkung verloren, weswegen die Werbewirtschaft stets nach neuen Werbeformen im Internet sucht. Ein paar ausgewählte dieser neuen Werbeformen wie das Blogging oder das Social Networking möchte ich anschlie end erläutern und somit einen Ausblick auf die weitere Erschlie ung des Internet als Werbeplattform geben.
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