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Werbewirksamkeit des Web-Positioning und anderer Werbemethoden im Internet

Werbewirksamkeit des Web-Positioning und anderer Werbemethoden im Internet

          
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About the Book

Inhaltsangabe: Einleitung: Das Internet nimmt zweifellos den Status eines Massenmediums ein. Mit täglich steigender Nutzerzahl ist es ein attraktives Medium für Werbung und Marketing. Ziel der vorliegenden Arbeit ist es, die Werbung im Internet und ihre Wirkung zu untersuchen. Dazu werden die einzelnen Werbemethoden voneinander abgegrenzt und nach ihrem Einsatz beurteilt. Intention ist es, neben der Darstellung von verschiedenen Werbeformen, die im WWW genutzt werden, vor allem aufzuzeigen, wie und wo diese effektiv eingesetzt werden können. Die unterschiedlichen Werbeformen sind je nach Ziel der Werbekampagne auf verschiedene Weisen wirksam, so daß deren Einsatz auf die zu erreichenden Ziele der Werbekampagne abgestimmt werden muß. Eine falsche Anwendung kann leicht das Gegenteil dessen hervorrufen, was eigentlich beabsichtigt war. Durch fehlerhaften Einsatz der Werbemittel können Folgen wie ein negatives Image, Absatzrückgang oder der Verlust von Kunden eintreten. Es soll in dieser Studie beschrieben werden, wann welche Werbemaßnahme am sinnvollsten einzusetzen ist und auf welche Faktoren man besonderen Augenmerk lenken sollte. Inhaltsverzeichnis: Inhaltsverzeichnis: 1.EINLEITUNG5 1.1Ausgangssituation und Ziele der Arbeit5 1.2Methodik5 1.3Internetnutzung6 1.4Zielsetzung7 2.STRUKTUR VON SUCHMASCHINEN8 2.1Unterschied katalogisierte Systeme/Robot-Systeme10 2.2Anmeldung bei Suchmaschinen10 2.2.1Katalogisierte Anmeldung11 2.2.2Robot-Anmeldung12 2.2.2.1Erfaßbare Elemente von Robots13 2.2.2.2Manipulation von Robotern14 2.2.2.3Techniken zur Perfektionierung von Anmeldungen14 2.2.2.4Spamdexing und Vorgehensweise dagegen18 2.3Kostenpflichtige Anmeldung21 2.4Zukünftige Entwicklung22 3.BANNERWERBUNG23 3.1Bannerlayout24 3.1.1Größe des Banners24 3.1.2Inhalt des Banners27 3.1.3Gestaltung des Inhalts27 3.1.4Bannerplazierung31 3.2Kosten33 3.2.1Produktionskosten34 3.2.2Plazierungskosten bei Werbeträgern35 3.3Bannerwirkung36 3.3.1Kognitiv38 3.3.2Dire


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Product Details
  • ISBN-13: 9783838655598
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3838655591
  • Publisher Date: 25 Jun 2002
  • Height: 210 mm
  • No of Pages: 110
  • Series Title: German
  • Weight: 154 gr


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