Möglichkeiten und Grenzen einer Werbeerfolgskontrolle im Handel
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Möglichkeiten und Grenzen einer Werbeerfolgskontrolle im Handel

Möglichkeiten und Grenzen einer Werbeerfolgskontrolle im Handel


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About the Book

Inhaltsangabe: Einleitung: „Wer aufhört zu werben, um Geld zu sparen, kann ebenso die Uhr anhalten, um Zeit zu sparen." Mit diesem Satz stellte Henry Ford die Wichtigkeit der Werbung heraus. Die wirtschaftliche Bedeutung von Werbung und ihre deshalb unabdingbare Kontrolle läßt sich auf volkswirtschaftlicher sowie betriebswirtschaftlicher Ebene darstellen: Die gesamten Werbeinvestitionen des Jahres 1998, die Honorare, Werbemittelproduktionen und die Einnahmen der Werbeträger umfassen, belaufen sich auf 59,3 Mrd. DM. Dies bedeutet einen Zuwachs i. Vgl. zum Vorjahr von 4,8 %, 1999 werden 62,3 Mrd. DM erwartet. Im Jahr 1998 hatten die Werbeinvestitionen damit einen Anteil von 1,58 % am Bruttoinlandsprodukt. Allein die Handelsorganisationen sind 1998 für Werbeinvestitionen in Höhe von 1,87 Mrd. DM verantwortlich und sind somit auf Platz 3 der werbestärksten Branchen. Auf betrieblicher Ebene ist Werbung wichtiger Bestandteil der Kommunikationspolitik und wird als eine notwendige Investition in das langfristige Überleben einer Marke oder Unternehmung angesehen. Handelsorganisationen geben für Werbung bis zu 4,6 % vom Umsatz aus, womit Werbung einen nicht zu vernachlässigen Kostenfaktor darstellt. Wie Werbung zum Unternehmenserfolg beitragen soll, ist fraglich, vor allem vor dem Hintergrund sinkender Akzeptanz: Eine Studie der Gesellschaft für Konsumforschung (GfK) ermittelte, daß die Akzeptanz von Werbung in Westdeutschland zwischen 1991 und 1994 von 61 % auf 48 % zurückgegangen ist. Die hohen Kosten der Werbung bei oft gleichzeitiger Unsicherheit der ihr zuzurechnenden Erlöse macht es notwendig, den Einsatz dieses absatzpolitischen Instrumentes zu analysieren und zu kontrollieren, was dazu dienen soll, bisherige Maßnahmen fundierter zu beurteilen und zukünftige Maßnahmen auf eine bessere Grundlage zu stellen. Jede Aktivität und somit auch die Werbeaktivität kann als eine unternehmerische Investition verstanden werden, und ist deshalb betriebswirtschaftlichen Beurteilun


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Product Details
  • ISBN-13: 9783838648101
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838648102
  • Publisher Date: 03 Dec 2001
  • Height: 210 mm
  • No of Pages: 96
  • Series Title: German
  • Weight: 186 gr


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Möglichkeiten und Grenzen einer Werbeerfolgskontrolle im Handel
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