Institute of Marketing and Retailing, Department Marketing

Telekommunikation als Plattform für interaktive Werbung

von G. Silberer (1999)



1. Einleitung

2. Herausforderungen in der künftigen Marketingkommunikation

3. Systeme und Entwicklungen in der digitalen Telekommunikation

4. Neue Werbeformen in der modernen Telekommunikation
4.1 Zusätzliche Werbemöglichkeiten im digitalen Rundfunk
4.2 Neue Werbeformen in der klassischen Telekommunikation
4.3 Interaktive und multimediale Werbung im Internet
4.4 Zur künftigen Werbung im interaktiven Fernsehen

5. Zusammenfassung und Ausblick

Literaturverzeichnis

Zusammenfassung


Summary

Concerning the move to the information society telecommunication becomes more important as distributing media and classic media develop to more telecommunication based services. Integrating computer intelligence and multimedia capacity also enhance the performance potential of modern telecommunication systems. Advertising can participate in these new capacities and develop new forms of persuasion by web-based communication in the www and the web-based telecommunication e.g. sites, banners, and placements, mail services, internet-phone, and video conferencing. Future interactive TV is also telecommunicative and open to new advertising such as scaled program sponsoring, customized product placements, interactive spots, and transactive advertising. Even old media such as radio will show interactive advertising by integrating elements of telecommunication in dab-systems. This paper is the first contribution to the topic "telecommunication as an advertising platform" we have to deal with in the future more than ever before.