Neueste Publikationen der Abteilung «Medienökonomie & Management»

In der Abteilung «Medienökonomie & Management» von Prof. Gabriele Siegert sind soeben zwei Journal-Beiträge erschienen. Es handelt sich um Beiträge zu Studien, die vom Schweizerischen Nationalfonds (SNF) finanziert wurden.

Der erste Beitrag «Beeinflussen Wirtschaftsnachrichten auch Wirtschaftserwartungen von Experten?» entstand im Rahmen des Projekts «Der Einfluss von Wirtschaftsberichterstattung auf unternehmerische Wirtschaftserwartungen und Werbeinvestitionen in der Schweiz und Deutschland».

Abstract: Economic news may not only report about the economy but also impact the development of an economy by affecting economic expectations. This study explores the impact of economic news on the economic expectations of experts. A content analysis of economic news tone and volume of two German and one Swiss public service news shows is combined with survey data on macroeconomic expectations of experts on the topics of general economy, capital expenditures, and private consumption. Results confirm that past news tone explains economic expectations on private consumption up to 70 per cent. This effect varies among news shows and the overall economic situation. The authors hold media dependency and an asymmetric third-person effect responsible for these variations.

Download: http://dx.doi.org/10.1016/j.scoms.2013.09.002
Bibliografie: Lischka, J. A., & Siegert, G. (2013). Beeinflussen Wirtschaftsnachrichten auch Wirtschaftserwartungen von Experten? Die Prognosequalität von öffentlich-rechtlichen und Service public Wirtschaftsnachrichten für Erwartungen von Wirtschaftsexperten in Deutschland und in der Schweiz. Studies in Communication Sciences, in press. doi:10.1016/j.scoms.2013.09.002

Der zweite Beitrag «Sales drive advertising expenditures. Evidence for consumer packaged and durable goods in Germany» entstand im Rahmen des Projekts «The Impact of Changes in Advertising on the Media».

Abstract: The relation between sales and advertising is both complex and diverse. Whether advertising activities drive or follow sales is still unclear. We uncover this relation distinguishing between consumer packaged goods (CPG) and durable consumer goods (DCG) industries. We fit vector autoregressive models to sales and advertising expenditures of four CPG and three DCG industries in Germany from 1991 q1 to 2009 q4. Findings reveal that advertising expenditures do not increase total sales of industries according to the distribution hypothesis. According to the deterministic view, advertising budgeting is often influenced by previous sales and partly by future sales expectations. We conclude that past sales and partly sales expectations may change company and marketing goals that eventually affect the use of strategic communication instruments such as advertising.

Download: http://www.ccsenet.org/journal/index.php/ijms/article/view/31044
Bibliografie: Lischka, J. A., Kienzler, S., & Mellmann, U. (2014). Sales drive advertising expenditures. Evidence for consumer packaged and durable goods in Germany. International Journal of Marketing Studies, 6(1), 31–44. doi:10.5539/ijms.v6n1p31

Kontakt am IPMZ:
Juliane A. Lischka M.A.
Assistentin Abteilung «Medienökonomie & Management»
Tel. +41 44 635 20 75
E-Mail: j.lischka@ipmz.uzh.ch