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Eignung neuer Medien als Werbeträger

Eignung neuer Medien als Werbeträger

          
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About the Book

Inhaltsangabe: Einleitung: Kaum etwas findet derzeit in der Medienlandschaft mehr Aufmerksamkeit als Schlagworte wie Multimedia, Datenautobahn, Cyberspace, Online oder Informationsgesellschaft. In Deutschland wurde Multimedia vom Institut für Sprachforschung sogar zum Wort des Jahres ernannt, in Japan wurde diese Ehre dem Internet zuteil. Gemeinsam ist diesen Begriffen, daß sie insbesondere in der Öffentlichkeit je nach Bedarf mit Inhalten gefüllt werden, da bisher nur Vermutungen angestellt werden können, was diese Begriffe in Zukunft einmal beinhalten werden. Denn die Technologien, die Multimedia, Datenautobahnen oder Cyberspace erst möglich machen, sind zwar vielfach schon existent, ihre Anwendung in der Praxis aber oft noch in der Experimentierphase. So entstehen in immer kürzeren Abständen neue Medien, deren Potential, die Informations- und Kommunikationsstrukturen unserer Gesellschaft zu verändern, noch nicht absehbar ist. Inhaltsverzeichnis: Inhaltsverzeichnis: 1.Einführung5 1.1Problemstellung5 1.2Auf dem Weg zur Informationsgesellschaft7 2.Begriffsbestimmung11 2.1Werbeträger11 2.1.1Einordnung der Werbung im Marketing-Mix12 2.1.2Bedeutung des Werbeträgers in der Werbekonzeption15 2.1.3Der Werbeträger im Kommunikationsprozess18 2.2Neue Medien21 2.2.1Die Systematik der neuen Medien21 2.2.2Entwicklung neuer Medien24 3.Kriterien für den Intermedia-Vergleich28 3.1Funktion des Werbeträgers und Situation des Werbekontaktes28 3.2Arten der Werbemittel und ihre Gestaltungsmöglichkeiten30 3.3Verbreitungsgrad und quantitative Reichweite des Mediums30 3.4Möglichkeiten der Zielgruppenansprache32 3.5Verfügbarkeit des Werbeträgers33 3.6Kosten und Kontrollmöglichkeiten33 4.Eignung ausgewählter neuer Medien als Werbeträger35 4.1Direct-Response-Television36 4.1.1Abgrenzung DRTV/Teleshopping36 4.1.2Die Werbeformen des DRTV37 4.1.2.1DRTV-Spots37 4.1.2.2Infomercials38 4.1.2.3Teleshopping-Kanäle38 4.1.3Die Entwicklung des DRTV in Deutschland und im int


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Product Details
  • ISBN-13: 9783838635460
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3838635469
  • Publisher Date: 02 May 2001
  • Height: 210 mm
  • No of Pages: 140
  • Series Title: German
  • Weight: 195 gr


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