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Mediaplanung - Zum Online-Marketing im Buchhandel

Mediaplanung - Zum Online-Marketing im Buchhandel

          
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About the Book

Studienarbeit aus dem Jahr 2006 im Fachbereich Buchwissenschaft, Note: 1,7, Johannes Gutenberg-Universität Mainz (Institut für Buchwischaft), Veranstaltung: Online-Marketing im Buchhandeln, 8 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Wir haben einen Bereich des Managements vor uns, der im besonderen Maße rational und ökonomisch nachvollziehbaren Argumenten unterzogen werden kann. Denn das ökonomische Prinzip kann bei der Mediaplanung, wie in kaum einem anderen Entscheidungsbereich seine konsequente Anwendung erfahren. Die Frage der Auswahl verschiedener Werbeträgergattungen, wie z.B.: ob Fernsehen, Funk, Zeitschriften, Internet oder Kombination davon eingesetzt werden soll, verleiht der Mediaplanung qualitative Komponenten, da die verschiedenen Werbeträgergattungen sich für unterschiedliche Botschaften verschieden eignen. Die Vielfältigkeit der Medienlandschaft bzw. die ständige Neuerungen der Media- Angebote ändern aber nicht die allgemeinen Mediaplanungsabläufe und - aufgaben, die hier dargestellt werden und die von den Entscheidungsträgern in der Praxis durchzugehen sind. In der vorliegenden Arbeit werden relevante Aspekte der Mediaplanung, auf Basis konkreter Daten aus der Mediaforschung, behandelt. Es werden die Strukturprobleme der Mediaplanung vermittelt, die auf das Medium Internet fokussiert sind, die sog. Online-Mediaplanung. Demzufolge wird der chronologische Ablauf der Mediaplanung vorgestellt. Als erstes wird eine Situationsanalyse vorausgesetzt, deren Erkenntnisse hier als Impulsgeber für die Buchbranche und deren Zielsetzung fungieren. Nämlich die relativ große Rentabilität, die das Medium Internet bei der Vermarktung von Büchern und ähnlichen Produkten bietet. Ein weiterer wichtiger Aspekt, wird unter der Zielgruppenbeschreibung für gezielte Werbemaßnahmen zusammengefasst. Darauf bezogen wird die Wahl der Werbeträgergattungen, im Vordergrund aber ein Intramedia-Vergleich innerhalb des Internets, geschildert. Was vor kurzen noch seh


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Product Details
  • ISBN-13: 9783640708918
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3640708911
  • Publisher Date: 27 Sep 2010
  • Height: 210 mm
  • No of Pages: 52
  • Series Title: German
  • Weight: 82 gr


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