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Werbung – Wirtschaft – Medien

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Abstract

Der folgende Beitrag beschäftigt sich mit dem Werbeverhalten auf der Ebene der Gesamtwirtschaft und präsentiert wesentliche empirische Studien, die den Zusammenhang zwischen diesen aggregierten Werbeaktivitäten und der Entwicklung der Gesamtwirtschaft sowie mit den Folgen für die Werbefinanzierung von Massenmedien untersuchen. Niveau und Struktur der aggregierten Werbeaktivität werden dabei meist über die Kennziffern »Werbeintensität« (Relation der Werbegesamtausgaben zum Bruttoinlandsprodukt) und »Werbe-Mix« (Anteile einzelner Werbeträger an den Werbegesamtausgaben) operationalisiert. Die Arbeiten lassen sich drei wissenschaftlichen Teildisziplinen zuordnen: der betriebswirtschaftlichen Marketingforschung, der Volkswirtschaftslehre und der Medienökonomie. Zu unterscheiden sind Arbeiten zu kurzfristigen und langfristigen Wirkungszusammenhängen und deren Ursachen. Der Beitrag geht insbesondere auf Arbeiten zur Kausalitätsrichtung zwischen Werbung und Gesamtwirtschaft, zum Einfluss konjunktureller Schwankungen auf das aggregierte Werbeverhalten und zu den langfristigen Entwicklungstrends von Werbeintensität und Werbe-Mix ein.

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Authors and Affiliations

  1. Institut für Kommunikationswiss., Universitä Hohenheim, Fruwirthstrasse 46, 70593, Stuttgart, Deutschland

    Prof. Dr. Wolfgang Seufert

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  1. Prof. Dr. Wolfgang Seufert
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Correspondence to Wolfgang Seufert .

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Editors and Affiliations

  1. IPMZ, Universität Zürich, Zürich, Switzerland

    Gabriele Siegert

  2. IPMZ, Univeristät Zürich, Zürich, Switzerland

    Werner Wirth

  3. Fachgebiet Kommunikationswiss., Universität Hohenheim, Stuttgart, Switzerland

    Patrick Weber

  4. Inst. f. Publizistik u. Medienforschung, Universität Zürich, Zürich, Switzerland

    Juliane A. Lischka

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Seufert, W. (2016). Werbung – Wirtschaft – Medien. In: Siegert, G., Wirth, W., Weber, P., Lischka, J. (eds) Handbuch Werbeforschung. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-531-18916-1_2

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  • DOI: https://doi.org/10.1007/978-3-531-18916-1_2

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