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Handbuch Werbeforschung pp 517–546Cite as

Messung von Werbewirkungen auf Makroebene

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Der vorliegende Beitrag beschäftigt sich mit Indikatoren zur Messung gesamtwirtschaftlicher Entwicklung und aggregierter Werbeaktivitäten sowie mit Messmodellen zur Werbewirkung auf Branchen- und Volkswirtschaftsebene. Aus theoretischer Perspektive bestehen im Wesentlichen drei Zusammenhangsmöglichkeiten zwischen Werbung und Branchenumsatz, Konsum oder gesamtwirtschaftlichem Wachstum: vorauslaufend (Werbung führt zu Effekten auf Branchen- oder Volkswirtschaftsebene), nachlaufend (die Entwicklung von Branchen oder der Gesamtwirtschaft beeinflusst das Werbeverhalten), oder es wird kein Zusammenhang nachgewiesen, da Werbung nur Bedürfnisse innerhalb von Produktkategorien verschiebt, und ihre Wirkung somit auf Makroebene »unsichtbar« bleibt. Vor diesem Hintergrund werden passende Messmodelle und Inferenztechniken aus einer marketing- oder volkswirtschaftlich orientierten Forschungstradition sowie aus kommunikationswissenschaftlicher Perspektive vorgestellt und diskutiert, welche Auswirkungen Umfang und Frequenz der verwendeten aggregierten Daten zu Werbeaktivitäten sowie aus der Volkswirtschaftlichen Gesamtrechnung, der Beobachtungszeitraum und der Einfluss struktureller Änderungen auf die Messergebnisse haben. Zukünftige Forschung sollte dazu beitragen, die teilweise widersprüchlichen theoretisch postulierten Zusammenhänge systematisch mit effizienten Messmodellen zu prüfen.

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Authors and Affiliations

  1. Andreasstrasse 15, 8050, Zürich, Schweiz

    Dr. Juliane A. Lischka

  2. Universität Jena, Kommunikationswissenschaft, Ernst-Abbe-Platz 8, 07743, Jena, Deutschland

    Prof. Dr. Wolfgang Seufert

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  1. Dr. Juliane A. Lischka
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Correspondence to Juliane A. Lischka .

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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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Lischka, J., Seufert, W. (2016). Messung von Werbewirkungen auf Makroebene. 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_23

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