Sind Online Und Mobile Werbung Den Klassischen Werbeformen Berlegen
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Sind Online Und Mobile Werbung Den Klassischen Werbeformen Berlegen
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Author : Alexander Holl
language : de
Publisher: GRIN Verlag
Release Date : 2019-11-08
Sind Online Und Mobile Werbung Den Klassischen Werbeformen Berlegen written by Alexander Holl and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-08 with Business & Economics categories.
Studienarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,3, Ernst-Moritz-Arndt-Universität Greifswald (Institut für Politik- und Kommunikationswissenschaft), Sprache: Deutsch, Abstract: Diese Arbeit stellt sich die Frage, ob die Online- und Mobile-Werbung den klassischen Werbeformen überlegen ist. Es ist schwer, das Internet als alleinstehendes Medium neben den klassischen Massenmedien zu definieren, wenn Fernsehen, Radio und Print immer mehr auf Onlineangebote setzen. Ist es nicht möglich, dass man nicht von einer Konkurrenz, sondern von einer Konvergenz in diesem Kontext sprechen kann? Diese These soll im späteren Verlauf dieser Arbeit noch einmal aufgegriffen werden. Dennoch steht der kritische Vergleich aller Werbeträger untereinander im Vordergrund. Der Werbemarkt ist ein riesiger und wichtiger Bestandteil der weltweiten Wirtschaft. Durch stetig wachsende Relevanz, Werbeeinnahmen und -Investitionen bestätigt sich die Tatsache, dass der Werbemarkt auch weiterhin eine außerordentlich große Rolle in der Wirtschaft und Gesellschaft spielen wird. Seit jeher dominiert das Fernsehen den Werbemarkt als Hauptmedium. Das verwundert auch nicht, wenn man bedenkt, dass die Nutzungsdauer des Fernsehens seit den 70er Jahren fast ununterbrochen steigt und im Jahr 2018 circa 94 Prozent der Deutschen im Alter von 14 bis 69 Jahren mindestens einen Fernseher im Haushalt besitzen. Andererseits ist zu beachten, dass diese Zahl seit Jahren stagniert und in den letzten Jahren sogar einige wenige Prozente einbüßen musste. Ganz im Gegensatz dazu holt der Besitz von Smartphones, Laptops und Tablets langsam auf und somit wächst auch der Markt von Online- und Mobile-Werbung, welche auf diesen Geräten massiv stattfinden. Das Internet als "Netz der Netze" hat sich in den letzten 20 Jahren als eines der vielseitigsten und vielversprechendsten Medien herausgestellt. Zudem ist zu erwarten, dass das Internet möglicherweise als das größte Medium heranwächst, da es durch TV-Mediatheken, Online-Zeitungen und das Internetradio andere Medienformen in sich vereint und diese teilweise sogar leichter zugänglich macht. Klassische Medien neben dem Fernsehen verloren im Werbemarkt in den letzten Jahrzehnten an Bedeutung. Die Rolle von TV, Radio und Print als unumstößliche Leitmedien ist heutzutage nicht mehr zu vertreten. Das Internet hat in den letzten Jahrzehnten einen rapiden Aufstieg erlebt und dieser wird voraussichtlich bis zur Marktsättigung nicht abebben.
Future Telco
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Author : Peter Krüssel
language : en
Publisher: Springer
Release Date : 2018-07-23
Future Telco written by Peter Krüssel and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-23 with Business & Economics categories.
This book examines the extensive changes in markets, technologies and value chains that telecommunication companies are currently confronted with. It analyzes the crossroads they have reached and the choices that now need to be made – to be a bit pipe or a trendsetter of digitalization. Based on an analysis of the key challenges for telcos, the book derives future market scenarios and puts forward recommendations for how they can successfully position themselves. It proposes a framework based on seven “levers,” which addresses concrete measures in each step of the value chain, ranging from technology, IT and processes, to innovation, marketing and sales issues. The book discusses the current challenges and provides both general recommendations and concrete solutions. Respected experts illustrate innovative strategic and technical trends and provide insights gained in real-life transformation projects. Recent developments in the areas of regulation, product development, competition between over-the-top (OTT) providers and telcos, as well as technical innovations like 5G, SDN/NFV, LEO satellites and MEC are discussed. Accordingly, practitioners, managers and researchers alike will benefit from the book’s wealth of examples and up-to-date insights.
Spaces And Identities In Border Regions
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Author : Christian Wille
language : en
Publisher: transcript Verlag
Release Date : 2015-11-30
Spaces And Identities In Border Regions written by Christian Wille and has been published by transcript Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-11-30 with Social Science categories.
Spatial and identity research operates with differentiations and relations. These are particularly useful heuristic tools when examining border regions where social and geopolitical demarcations diverge. Applying this approach, the authors of this volume investigate spatial and identity constructions in cross-border contexts as they appear in everyday, institutional and media practices. The results are discussed with a keen eye for obliquely aligned spaces and identities and relinked to governmental issues of normalization and subjectivation. The studies base upon empirical surveys conducted in Germany, France, Belgium and Luxembourg.
What Is Web 2 0
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Author : Tim O'Reilly
language : en
Publisher: "O'Reilly Media, Inc."
Release Date : 2009-09-23
What Is Web 2 0 written by Tim O'Reilly and has been published by "O'Reilly Media, Inc." this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-09-23 with Computers categories.
The concept of "Web 2.0" began with a conference brainstorming session between O'Reilly and MediaLive International. Dale Dougherty, web pioneer and O'Reilly VP, noted that far from having "crashed", the web was more important than ever, with exciting new applications and sites popping up with surprising regularity. What's more, the companies that had survived the collapse seemed to have some things in common. Could it be that the dot-com collapse marked some kind of turning point for the web, such that a call to action such as "Web 2.0" might make sense? We agreed that it did, and so the Web 2.0 Conference was born. In the year and a half since, the term "Web 2.0" has clearly taken hold, with more than 9.5 million citations in Google. But there's still a huge amount of disagreement about just what Web 2.0 means, with some people decrying it as a meaningless marketing buzzword, and others accepting it as the new conventional wisdom. This article is an attempt to clarify just what we mean by Web 2.0.
Virus Sicher Im Netz
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Author : Rafael Ball
language : de
Publisher:
Release Date : 2005
Virus Sicher Im Netz written by Rafael Ball and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Computer networks categories.
Qualitative Content Analysis In Practice
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Author : Margrit Schreier
language : en
Publisher: SAGE
Release Date : 2012-02-21
Qualitative Content Analysis In Practice written by Margrit Schreier and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-02-21 with Reference categories.
Qualitative content analysis is a powerful method for analyzing large amounts of qualitative data collected through interviews or focus groups. It is frequently employed by students, but introductory textbooks on content analysis have largely focused on the quantitative version of the method. In one of the first to focus on qualitative content analysis, Margrit Schreier takes students step-by step through: - creating a coding frame - segmenting the material - trying out the coding frame - evaluating the trial coding - carrying out the main coding - what comes after qualitative content analysis - making use of software when conducting qualitative content analysis. Each part of the process is described in detail and research examples are provided to illustrate each step. Frequently asked questions are answered, the most important points are summarized, and end of chapter questions provide an opportunity to revise these points. After reading the book, students are fully equiped to conduct their own qualitative content analysis. Designed for upper level undergraduate, MA, PhD students and researchers across the social sciences, this is essential reading for all those who want to use qualitative content analysis.
Marketing Moves
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Author : Philip Kotler
language : en
Publisher: Harvard Business Press
Release Date : 2002
Marketing Moves written by Philip Kotler and has been published by Harvard Business Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
The Internet, globalization, and hypercompetition are dramatically reshaping markets and changing the way business is done. The problem, says internationally renowned marketer Philip Kotler and his coauthors Dipak C. Jain and Suvit Maesincee, is that marketing has not kept pace with the markets. In today's world, customers are scarce-not products-and classic marketing needs to be deconstructed, redefined, and broadened to reflect this new reality. Marketing Moves describes the next transformational imperative for marketing-and for any organization competing in our customer-ruled, technology-driven marketplace. It calls for a fundamental rethinking of corporate strategy to enable the ongoing creation and delivery of superior value for customers in both the marketplace and the marketspace. And it appoints marketing as the lead driver in shaping and implementing this new strategy. The means for accomplishing this lies in a radically new marketing paradigm the authors call holistic marketing -a dynamic concept derived from the electronic connectivity and interactivity among companies, customers, and collaborators. This new paradigm combines the best of traditional marketing with new digital capabilities to build long-term, mutually satisfying relationships and co-prosperity among all key stakeholders. Outlining a framework for implementing holistic marketing that calls for integrating customer demand management, internal and external resource allocation, and network collaboration-the authors show how holistic marketing can enable companies to: - Identify new value opportunities for renewing their markets - Efficiently create the most promising new value offerings - Deliver products, services, and experiences that more precisely match individual customer requirements - Consistently operate at the highest level of product quality, service, and speed Thought-provoking and practical, Marketing Moves shows how to build a complete marketing platform primed for the challenges and opportunities of a customer-centric world. AUTHORBIO: Philip Kotler is the S.C. Johnson Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management at Northwestern University in Chicago. Dipak C. Jain is Dean of the Kellogg Graduate School of Management. Suvit Maesincee is a Professor of Marketing at the Sasin Graduate Institute of Business Administration at Chulalongkorn University in Bangkok, Thailand.
Who S Your City
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Author : Richard Florida
language : en
Publisher: Vintage Canada
Release Date : 2010-04-30
Who S Your City written by Richard Florida and has been published by Vintage Canada this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-04-30 with Political Science categories.
International Bestseller All places are not created equal. In this groundbreaking book, Richard Florida shows that where we live is increasingly a crucial factor in our lives, one that fundamentally affects our professional and personal prospects. As well as explaining why place matters now more than ever, Who’s Your City? provides indispensable tools to help you choose the right place for you. It’s a cliché of the information age that globalization has made place irrelevant, that one can telecommute as effectively from New Zealand as New York. But it’s not true, Richard Florida argues, relying on twenty years of innovative research in urban studies, creativity, and demographic trends. In fact, as new units of economic growth called mega-regions become increasingly specialized, the world is becoming more and more “spiky” — divided between flourishing clusters of talent, education and competitiveness, and moribund “valleys.” All these places have personalities, Richard Florida explains in the second half of Who’s Your City?, and happiness depends on finding the city in which you can balance your personal and career goals to thrive. More people than ever before now have the opportunity to choose where to live, but at different points in our lives we need different kinds of places, he points out — what a couple of recent college graduates want from their city isn’t necessarily what a retiree is looking for. You have to find the place that suits you best: a boho-burb neighbourhood isn’t likely to be the best fit for patio man. So, for the first time, Who’s Your City? ranks cities by their fitness for various life stages, rating the best places for singles, young families, and empty nesters. It summarizes the key factors that make place matter to different kinds of people, from professional opportunities to the closeness of family to how well it matches their lifestyle, and provides an in-depth series of steps to help you choose the right place wisely. Sparkling with Richard Florida’s signature intellectual originality, Who’s Your City? moves from insights to studies to personal anecdotes, from a startling “Singles Map” of the United States to surprising data on the difference aesthetics makes to people’s sense of place. A perceptive and transformative book, it is both a brilliant exploration of the fundamental importance of place and an essential guide to making what may be the most important decision of your life.
Marketing Methods
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Author : Ralph Starr Butler
language : en
Publisher: Legare Street Press
Release Date : 2022-10-27
Marketing Methods written by Ralph Starr Butler and has been published by Legare Street Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-27 with Business & Economics categories.
This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work is in the "public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.
Things We Never Said
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Author : Samantha Young
language : en
Publisher: Hachette UK
Release Date : 2019-05-07
Things We Never Said written by Samantha Young and has been published by Hachette UK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-05-07 with Fiction categories.
'Sexy chemistry and gut-wrenching emotions kept me turning the pages!' Kristen Proby 'Mysterious, all-consuming and pretty damn good' Closer Dahlia McGuire likes her quiet life in Hartwell, Delaware. The small, friendly town is the perfect place to hide from her family and the tragic events that led to their estrangement. But when the person she loves most in the world, her father, needs her, Dahlia must return to Boston to face her ghosts. And that includes her ex-boyfriend's best friend, Michael Sullivan: the man she was never supposed to fall in love with. Michael Sullivan has never forgotten Dahlia McGuire. Some might say he's never gotten over her. For years he lived with the anger of her desertion, and now, newly-divorced, he's finally ready to move on - until Dahlia suddenly returns. Despite everything, Michael still wants her, but Dahlia can't seem to let go of the tangled emotions of the past. It's time for truths left unsaid to finally be spoken, or Michael and Dahlia might find themselves torn apart forever . . . Discover why Samantha Young is known as 'Scotland's E. L. James' 'A true gift for storytelling' Daily Record '[Young] is a goddess when it comes to writing hot scenes' Once Upon a Twilight 'It took over my life until I finished reading it' Gemma Alice on The One Real Thing, Netgalley
