Czynniki warunkujące związek między gospodarką a reklamą

• Autorzy: Jarosław Woźniczka

Warianty tytułu

The Factors Determining the Relationship between the Economy and Advertising

• Języki publikacji: PL

Abstrakty

Celem artykułu jest przedstawienie zasadniczych uwarunkowań związku między reklamą a gospodarką, rozumianego jako relacja między wysokością wydatków reklamowych a PKB, PNB, dochodem rozporządzalnym lub innymi miernikami dochodu narodowego. Artykuł ma charakter przeglądu literatury światowej i zawiera syntezę wyników dotychczasowych badań na temat czynników wpływających na kierunek i siłę związku między gospodarką a reklamą. Przedstawiono w nim wyniki badań dotyczące czasowego kontekstu omawianej relacji, wpływu specyfiki kraju i panujących w nim warunków społeczno-ekonomicznych na jej kształt oraz występujących w niej różnic w zależności od rodzaju medium reklamowego, którego dotyczy. Badanie kierunku, siły i przyczynowo-skutkowego charakteru związku między gospodarką a reklamą i jego uwarunkowań jest uzasadnione z praktycznego punktu widzenia, zarówno w wymiarze mikro-, jak i makroekonomicznym. Wyniki tego typu analiz mogą służyć przewidywaniu popytu na usługi reklamowe, kondycji rynku mediów i sektora kreatywnego, prognozowaniu wzrostu gospodarczego, a także podejmowaniu decyzji o alokowaniu budżetów reklamowych i marketingowych. (abstrakt oryginalny)

EN

An aim of the article is to present the basic determinants of the relationship between advertising and the economy understood as a relation between the amount of advertising expenditure and GDP, GNP, disposable income or other measures of national income. The article is of the nature of review of the global literature and contains a synthesis of findings of hitherto research of the factors influencing the direction and strength of the relationship between the economy and advertising. The author presented in it findings of the research on the temporal context of the relation in question, impact of the specificity of the country and the prevailing therein socioeconomic conditions on its shape as well as the occurring differences in it depending on the type of advertising medium to which it relates. Surveying the direction, strength and causal nature of the relationship between the economy and advertising and determinants thereof is justified from the practical viewpoint both in the micro- and macroeconomic dimension. Findings of such analyses may serve to forecasting demand for advertising services, condition of the media market and the creative sector, forecasting the economic growth as well as to make decisions on allocation of advertising and marketing budgets.(original abstract)

Słowa kluczowe

PL

Gospodarka; Reklama; Wydatki na reklamę; Wyniki badań

EN

Economy; Advertising; Expenditures on advertising; Research results

• Czasopismo: Konsumpcja i Rozwój
• Rocznik: 2014
• Numer: nr 3 (8)
• Strony: 3--15

Twórcy

autor

Jarosław Woźniczka

• Uniwersytet Ekonomiczny we Wrocławiu

Bibliografia

• Andras T.L., Srinivasan S.S. (2003), Advertising Intensity and R&D Intensity: Differences Across Industries and Their Impact on Firm's Performance, "International Journal of Business and Economics", No. 2, s. 167-176.
• Banks S. (1986), Cross-National Analysis of Advertising Expenditures: 1968-1979, "Journal of Advertising Research", No. 2, s. 11-24.
• Callahan, F.X. (1986), Advertising and Economic Development, "International Journal of Advertising", No. 3, s. 215-224.
• Chang B-H, Chan-Olmsted, S.M. (2005), Relative Constancy of Advertising Spending. A Cross-National Examination of Advertising Expenditures and Their Determinants, "Gazette", No. 4, s. 339-357.
• Deleersnyder B., Dekimpe M.G., Steenkamp J-B.E.M., Leeflang P.S.H. (2009), The Role of National Culture In Advertising 's Sensitivity to Business Cycles: An Investigation Across Continents, "Journal of Marketing Research", No. 5, s. 624-639.
• Demers D.P. (1994), Relative Constancy Hypothesis, Structural Pluralism and National Advertising Expenditures, "Journal of Media Economics", No. 4, s. 31-48.
• Dimmick J. (1997), The Theory of the Niche and Spending on Mass Media: The Case of Video Revolution, "The Journal of Media Economics", No. 3, s. 33-43.
• Dupagne M. (1994), Testing the Relative Constancy of Mass Media Expenditures in ythe United Kingdom, "Journal of Media Economics", No. 3, s. 1-14.
• Gaerig A.M. (2013), The New Economics of Advertising: The Principle of Relative Constancy Reconsidered, http://economicsofadvertising.com.
• Glasrock J (1993).,Effect of Cable Television on Advertiser and Consumer Spending on Mass Media, "Journalism Quaterly", No. 3, s. 509-517.
• Graham R.G., Frankenberger K.D. (2011), The Earnings Effects of Marketing Communication Expenditures During Recessions, "Journal of Advertising", No. 2, s. 5-24.
• Jones, J.P. (1985), Is Total Advertising Going Up Or Down?, "International Journal of Advertising", No. 1, s. 47-64.
• Kamber T. (2002), The Brand Manager's Dilemma: Understanding How Advertising Expenditures Affect Sales Growth During a Recession, "Brand Management", No. 2, s. 106-120.
• Kopf D.A., Torres I.M., Enomoto C. (2011), Advertising Unintended Consequence: Economic Growth, "Journal of Advertising", No. 4, s. 5-18.
• Kowalski T. (1998), Media i pieniądze. Ekonomiczne aspekty działalności środków komunikowania masowego, TEX, Warszawa.
• Lacy S., Noh G-Y. (1997), Theory, Economics and the Principle of Relative Constancy, "The Journal of Media Economics", No. 3, s. 3-16.
• Leeflang P.S.H. (2009), The Role of National Culture In Advertising's Sensitivity to Business Cycles: An Investigation Across Continents, "Journal of Marketing Research", No. 5, s. 629, 634.
• McCombs M.E. (1972), Mass Media in the Marketplace, "Journalism Monographs", No. 24, s. 21-32.
• McCombs M.E., Eyal Ch. (1980), Spending on Mass Media, "Journal of Communication", No. 1, s. 153-158.
• Ostheimer R.H. (1980), Magazine Advertising During Recessions, "Journal of Advertising Research", No. 6, s. 11-16.
• Picard, R.G. (2001), Effects of Recessions on Advertising Expenditures: An Exploratory Study of Economic Downturns in Nine Developed Nations, "Journal of Media Economics", No. 1, s. 1-14.
• Picard R.G. (2008), Shifts in Newspaper Advertising Expenditures and Their Implications for the Future of Newspapers, "Journalism Studies", No. 5, s. 704-716.
• Shaver, D., Shaver, M.A., Eisenberg, A. (2005).Changes in the Levels of Advertising Expenditures During Recessionary Periods: A Study of Advertising Performance in Eight Countries, The Proceedings of the 2005 Asia-Pacific Conference of the American Academy of Advertising, Hong Kong.
• Srinivasan R., Rangaswamy A., Lilien G.L. (2005), Turning Adversity into Advantage: Does Proactive Marketing During a Recession Pay Off?, "Journal of Research in Marketing", No. 2, s. 109-125.
• Tellis G.J., Tellis K. (2009), Research on Advertising in a Recession: A Critical Review and Synthesis, "Journal of Advertising Research", No. 3, s. 304-327.
• van der Wurff, R., Bakker P., Picard R.G. (2008), Economic Growth and Advertising Expenditures in Different Media in Different Countries, "Journal of Media Economics", No. 1, s. 28-52.
• Wood W.C. (1986), Consumer Spending on the Mass Media: The Principle of Relative Constancy Reconsidered, "Journal of Communication", No. 2, s. 39-51.
• Wood W.C., O'Hare S.L. (1991), Paying for the Video Revolution: Consumer Spending on Mass Media, "Journal of Communication", No. 1, s. 24-30.
• Woźniczka J. (2014), Reklama a wzrost gospodarczy: wzajemne zależności i ich uwarunkowania (w:) Czubała A., Hadrian P., Wiktor J.W. (red.),Marketing w 25-leciu gospodarki rynkowej w Polsce, PWE, Warszawa, s. 310-320.
• Zentner A. (2012), Internet Adoption and Advertising Expenditures on Traditional Media: An Empirical Analysis Using a Panel of Countries, "Journal of Economics & Management Strategy", No. 4, s. 913-926.