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Einbindung von Internetwerbeformen in ein Konzept der integrierten Kommunikation

Einbindung von Internetwerbeformen in ein Konzept der integrierten Kommunikation

          
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About the Book

Inhaltsangabe: Einleitung: Problemstellung An die Kommunikationsabteilung von Unternehmen werden heutzutage deutlich gestiegene Anforderungen gestellt. Der Grund hierfür liegt in erster Linie in den veränderten Rahmenbedingungen für die Kommunikation. Durch die Marktsegmentierung hat sich die Zahl der Angebote in diesem Bereich vervielfacht. Dazu kommt die wachsende Konkurrenz der Kommunikationsbotschaften, die versuchen die Aufmerksamkeit der Konsumenten auf sich zu lenken. Diese Informationsflut trifft auf wenig involvierte Konsumenten, die Informationen nur flüchtig und ohne große gedankliche Anstrengung aufnehmen. Um diesen Sättigungserscheinungen entgegenzuwirken, sind Unternehmen in verstärktem Maße an der Entwicklung neuer Formen der kommunikativen Ansprache interessiert. Dadurch entstehen immer neue Kommunikationsinstrumente. Dazu gehört insbesondere die Internetwerbung. Da das Internet sowohl für die Gesellschaft und deren Mitglieder als auch für Unternehmen und andere Organisationen zunehmend an Relevanz gewinnt, steigt auch das Interesse der werbenden Unternehmen an diesem Medium. Für die Kommunikationspolitik bedeutet das erweiterte Medienangebot neue und verbesserte Kommunikationskanäle, um mit den Zielgruppen aktueller, interaktiver, individueller und dialogorientierter kommunizieren zu können. Die zunehmende Anzahl an Kommunikationsinstrumenten hat allerdings eine Erhöhung des Werbedrucks zur Folge, wodurch wiederum die Rahmenbedingungen der Kommunikation verschlechtert werden. Um die Kommunikation an die Veränderungen anzupassen und die daraus resultierende Wirkungsverluste zu vermeiden, werden im Rahmen der integrierten Kommunikation alle kommunikationspolitischen Maßnahmen aufeinander abgestimmt. Damit die unterschiedlichen Eigenschaften der klassischen und neuen Instrumente ergänzt und ein einheitliches Erscheinungsbild bei den Zielgruppen aufgebaut werden kann, darf die Kommunikationspolitik im Internet nicht isoliert betrachtet werden, son


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Product Details
  • ISBN-13: 9783838676784
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3838676785
  • Publisher Date: 04 Feb 2004
  • Height: 210 mm
  • No of Pages: 112
  • Series Title: German
  • Weight: 159 gr


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