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About the Book

Inhaltsangabe: Einleitung: Für marketingtreibende Unternehmen wird es in der heutigen Zeit immer schwieriger, ihre Zielgruppen mit einer Werbebotschaft zu erreichen. Hintergründe dafür sind insbesondere der Trend zur Individualisierung der Gesellschaft und damit einhergehend eine immer breitere Zersplitterung der Zielgruppen sowie ein derzeit enorm großes Medienangebot, also der Anzahl der Werbeträger. Die Vielzahl an zur Verfügung stehenden Kommunikationsinstrumenten mit unterschiedlichen Zielgruppen führt zu der Notwendigkeit einer rationalen Selektion sowie anschließend von aufeinander abgestimmten Kommunikationsmaßnahmen, um Synergien im Intermedia-Mix zu generieren und somit auf effizientem Weg ein einheitliches und prägnantes Unternehmens- beziehungsweise Markenbild zu vermitteln. Dabei kommen aufgrund von diversen Veränderungen in der Markt- und Kommunikationslandschaft sowie einer damit verbundenen allgemein nachlassenden Wirkung der klassischen Medien wie TV, Radio und Plakat auch immer häufiger nicht-klassische Kommunikationskanäle, unter anderem Neue Medien wie das Internet zum Einsatz. Zu letzteren kann mittlerweile auch der Komplex „Mobilkommunikation" gezählt werden. Seit dem Start der ersten Mobilfunkprodukte Mitte der 90er Jahre, die auf reiner Sprachübertragung basierten, hat der Mobilfunk innerhalb eines beachtlich kurzen Zeitraumes die kritische Masse an Nutzern erreicht, um heute auf gewisse Art und Weise als Medium der Massenkommunikation bezeichnet werden zu können. Neben den reinen Sprachverbindungen bietet der Bereich der mobilen Telekommunikation mittlerweile auch weitere Kommunikationsformen wie den Short Message Service (SMS) und das Wireless Application Protocol (WAP), die es dem Mobilfunknutzer ermöglichen, Netzabdeckung vorausgesetzt, an jedem Ort und zu jeder Zeit Botschaften und Informationen sowohl aktiv abzurufen, als auch passiv zu empfangen. Die hohe Mobilfunk-Penetration in Deutschland und spezifische Vorzüge der Technologien,


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Product Details
  • ISBN-13: 9783838660486
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 127 gr
  • ISBN-10: 383866048X
  • Publisher Date: 05 Nov 2002
  • Height: 210 mm
  • No of Pages: 86
  • Series Title: German
  • Sub Title: Erfolgspotentiale im Rahmen integrierter Kommunikation am Beispiel ausgewählter Unternehmen
  • Width: 148 mm


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