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Planung von Werbeausgaben

Überblick zu den Methoden der Werbebudgetierung und ihren Einflussfaktoren

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Handbuch Werbeforschung

Abstract

Der vorliegende Beitrag befasst sich mit dem unternehmerischen Planungsprozess von Werbebudgets. Da die Budgetfestlegung eine regelmäßig wiederkehrende Entscheidung darstellt und mit großen Unsicherheiten behaftet ist, wurden in der Wissenschaft schon früh Methoden und Modelle entwickelt, die den Prozess vereinfachen und die Budgethöhe optimieren sollen. Inwiefern diese »Entscheidungshilfen« in der Unternehmenspraxis tatsächlich zur Anwendung kommen, wird in zahlreichen empirischen Studien untersucht und bildet einen Schwerpunkt der Forschung zur Werbebudgetierung. Ein weiterer zentraler Forschungsstrang befasst sich mit den Einflussfaktoren auf den Entscheidungsprozess und die letztliche Budgethöhe. Aus methodischer Sicht dominieren quantitativ angelegte Befragungen; daneben werden aber auch Sekundärdatenanalysen durchgeführt.

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  1. Andreasstrasse 15, 8050, Zürich, Schweiz

    Dipl. rer. com. Stephanie Kienzler & Dr. Juliane A. Lischka

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  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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Kienzler, S., Lischka, J. (2016). Planung von Werbeausgaben. 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_7

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