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Akteure und Akteurskonstellationen in der Werbung

Unternehmen und Agenturen als Werbeakteure

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Handbuch Werbeforschung

Abstract

Der folgende Forschungsüberblick beschäftigt sich mit den empirischen Forschungsfeldern, die für die Akteure in der Werbung sowie die Konstellationen der Akteure zueinander von Bedeutung sind. Auf theoretischer Ebene dient vor allem die Agency-Theory als Forschungsgrundlage – methodisch überwiegt die Expertenbefragung. Nach einer theoretischen Analyse, die das Forschungsfeld abzustecken versucht, werden die Ergebnisse der aktuelleren empirischen Forschung, vor allem der drei am stärksten beforschten Bereiche vorgestellt. Der erste Bereich beschäftigt sich mit den Interfirm-Beziehungen, ihrem Handeln und ihren Strategien. Der zweite Bereich befasst sich damit, wie der Output einer Werbeagentur zustande kommt und von welchen Faktoren dieser abhängig ist. Der dritte Bereich gibt Auskunft darüber, wie der Output und die Performance einer Agentur vergütet und bemessen werden können.

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  1. IKM – Institut für Kommunikations- und Medienforschung, Deutsche Sporthochschule Köln, Am Sportpark Müngersdorf 6, 50933, Köln, Deutschland

    Univ.-Prof. Dr. Thomas Schierl & Kai Peter Oberhäuser

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  1. Univ.-Prof. Dr. Thomas Schierl
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  2. Kai Peter Oberhäuser
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Correspondence to Thomas Schierl .

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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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Schierl, T., Oberhäuser, K. (2016). Akteure und Akteurskonstellationen in der Werbung. 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_5

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