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Wie verändert das Internet die Werbung?

Wie verändert das Internet die Werbung?

          
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About the Book

Diplomarbeit aus dem Jahr 2001 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: sehr gut, Technische Universität Berlin (Verwaltungs- und Wirtschaftsakademie Berlin), Sprache: Deutsch, Abstract: Wer sich im Rahmen einer Diplomarbeit dem Thema Werbung nähert, sieht sich einer Unmenge von Veröffentlichungen sowie einer Fachsprache gegenüber, die eine Vielzahl von neuen Begriffen umfaßt. Das Thema dieser Diplomarbeit in Form einer ebenso verkürzten wie banal gestellten Frage suggeriert unbewußt, daß es als Tatsache in der Behauptung schon eingeschlossen ist, ohne die Berechtigung seiner Voraussetzungen zu prüfen. Außerdem impliziert die Frage unter Umständen eine Vollständigkeit in ihrer Beantwortung, die aber auf keinen Fall gewährleistet werden kann. Das hat auf einer allgemeinen Ebene auch damit zu tun, daß die Entwicklung der Werbung mit der des technischen Fortschritts eng zusammenhängt und niemals abgeschlossen sein wird. Schwierig gestaltete sich die exakte Einordnung des Internets. Die sogenannten "Neuen Medien" im Sinne von Kabel-, Funk- und Audiovisionsmedien als Abgrenzung zu den klassischen Werbemitteln existieren schon mehrere Jahrzehnte. Einen Vergleich der gegenseitigen Beeinflussung von klassischen und nicht-klassischen Werbemittteln vorzunehmen erscheint nicht sinnvoll, da beide Formen nebeneinander schon zu lange existieren. So gibt es Fernsehwerbung in Deutschland seit den frühen fünfziger Jahren und ist seit dem Aufkommen des privaten Fernsehens ein bedeutender Wirtschaftsfaktor geworden. Damit kann man Fernsehwerbung in der Grundbedeutung seines Wortes als Klassiker sehen. Diese Feinheiten helfen bei der Einordnung des Internets und der Verbreitung der Multimediatechnik nicht weiter. Es ist aus den genannten Gründen nicht sinnvoll, weitere Begriffe wie Neuere Medien oder Postmoderne Medien o.ä. einzuführen. Deshalb wird das Internet unter dem Begriff der Neuen Medien subsumiert, wobei auf den im Kapitel 1 geklärten elektronisch-


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Product Details
  • ISBN-13: 9783638939317
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3638939316
  • Publisher Date: 05 May 2008
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Weight: 86 gr


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