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Online-Werbung und ihre Erfolgskontrolle

Online-Werbung und ihre Erfolgskontrolle


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About the Book

Inhaltsangabe: Einleitung: Als das amerikanische Verteidigungsministerium 1969 die Entwicklung eines Computernetzwerkes initiierte, konnte man zu dieser Zeit noch nicht ahnen, dass dies der Startschuss eines neuen Wirtschaftszweiges mit gigantischem Wachstumspotential bedeutete. Ursprünglich als ein gegen einen atomaren Angriff resistentes System unter dem Namen ARPAnet (Advanced Research Project Agency) von einer Forschungsgruppe des Pentagon geschaffen, stieg die Bedeutung und Bekanntheit dieses Mediums fortlaufend, wohl auch durch die zuletzt heftigen Kursverluste der sogenannten „dot.com-Firmen" an den weltweiten Eigenkapitalmärkten. Exemplarisch für die steigende Bekanntheit und Nutzung des Internet können hier die aktuellen Zahlen der 6. Befragungswelle der GfK in Nürnberg herangezogen werden, die diese Erhebung seit 1997 für den deutschen Markt halbjährlich durchführt. Die Zahl der Internet-User und somit auch das potentielle Nachfragevolumen des Endverbrauchers im Netz steigt von Jahr zu Jahr stetig an. Eine große Akzeptanz beim Endverbraucher lenkt natürlich auch das Interesse der Industrie auf dieses Medium. Anfangs mit geringen Online-Werbebudgets ausgestattet wurden diese von Jahr zu Jahr erhöht. So wird für das Jahr 2001 mit Online-Werbeausgaben von 500 Mio. DM allein in Deutschland gerechnet, was eine Steigerung um mehr als das 10-fache gegenüber 1998 bedeutet. Wurden diese Budgets anfangs primär zur Erstellung eigener Homepages als Werbemittel genutzt, hat sich auch hier der Sektor in Höchstgeschwindigkeit weiterentwickelt. Werbeformen wie der Banner, Buttons, Interstitials oder PopUps können schon als alt bezeichnet werden und neue Formen der Online-Werbung, wie z.B. das Sponsoring, der „Comet Cursor", kostenlose Spiele und sonstige „Goodies" treten mehr und mehr in den Vordergrund. Der Online-Werbemarkt erhält so eine zukunftsträchtige Perspektive, aber überdies sind wirtschaftlich tätige Unternehmen natürlich auch gezwungen, mittels dieses Werbe


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Product Details
  • ISBN-13: 9783838642017
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 10 mm
  • Weight: 281 gr
  • ISBN-10: 3838642015
  • Publisher Date: 05 Jun 2001
  • Height: 210 mm
  • No of Pages: 172
  • Series Title: German
  • Sub Title: Theoretische Grundlagen und praktische Umsetzung am Beispiel der Deutschen Bank 24
  • Width: 148 mm


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