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Einfluss von Werbung auf die Wohlfahrt der Gesellschaft

Einfluss von Werbung auf die Wohlfahrt der Gesellschaft

          
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About the Book

Studienarbeit aus dem Jahr 2020 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,7, Hochschule für Medien, Kommunikation und Wirtschaft, Sprache: Deutsch, Abstract: Die vorliegende Arbeit befasst sich mit der Fragestellung, inwiefern Werbung aus volkswirtschaftlicher Sicht die Summe der Gesamtwohlfahrt einer Gesellschaft erhöht oder vermindert. Um diese Fragestellung zu beantworten, werden zunächst die zentralen Begriffe im Zusammenhang mit dem Konstrukt der Werbung und der ökonomischen Wohlfahrt definiert. Im darauffolgenden werden die jeweiligen Effekte durch die Werbung auf die Konsumenten- und die Produzentenrente beleuchtet. Für die Untersuchung wird unter anderem bereits vorhandene Literatur aus der Makro- und Mikroökonomie herangezogen und verschiedene empirische Studien werden kommentiert. "Ohne Werbung Geschäfte machen zu wollen ist so, als winke man einem Mädchen im Dunklen zu. Man weiß zwar, was man will, aber niemand sonst." Zitate wie dieses verdeutlichen, dass bereits in den siebziger Jahren nicht nur die hohe Relevanz von Werbung, sondern auch die Herausforderung über die Steuerung der Werbewirksamkeit und -kontrolle erkannt wurde. Insbesondere durch das wirtschaftliche Wachstum nach dem Zweiten Weltkrieg stieg die Relevanz von Werbung weiter an. Während die Bruttoinvestitionen in Werbung im Jahr 1995 noch bei 12 Mrd. Euro lagen, lag sie im Jahr 2019 bereits bei 32 Mrd. Euro. Neben ihrer erheblichen wirtschaftlichen Bedeutung liefert Werbung einen unverzichtbaren Nutzen für die Gesellschaft. Ihre Auswirkungen gehen weit über die Erhöhung der Nachfrage hinaus. Während viele Konsumenten Werbung als lästig und störend definieren würden, nutzen sie Werbung auch zur Orientierung, als Informationsquelle und für Inspiration. Dahingegen stehen Produzenten zunehmend vor der Herausforderung, die Höhe ihrer Investitionen in Werbemaßnahmen zu bestimmen, um ihre Gewinne erhöhen zu können und den Nutzen, den sie aus


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Product Details
  • ISBN-13: 9783346783561
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 34
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346783561
  • Publisher Date: 05 Dec 2022
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 59 gr


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