Ekonomski vidiki oglaševanja: implikacije za družbo znanja

Ilič, Branko (author)

Članek teoretično analizira dva različna ekonomska pogleda na oglaševanje (kot vrsto marketinškega "orodja") oziroma oglaševalske izdatke z implikacijami za blaginjo družbe znanja. Te izhajajo tudi iz Galbraithovega pogleda na oglaševanje. Klasični ekonomski pristop izdatke za oglaševanje razume predvsem kot fiksne nepovratne stroške, kar bolj ali manj eksplicitno predpostavlja in ilustrira Dorfman-Steinerjev teorem. Alternativni postkeynesianski pristop pa jih razume kot vrsto nematerialne (dolgoročne) investicije v blagovno znamko, ki povečuje premoženje in bodoče dobičke podjetja, iz katerih se črpajo novi izdatki za kontinuirano oglaševanje in raziskave in razvoj (RR). Ta pogled je relevanten za visoko inovativna podjetja, ki so prisiljena nenehno inovirati za ohranjanje konkurenčne prednosti v razmerah necenovne (schumpeterske) konkurence skozi inovacije in v ekonomiji znanja.

• Language: Slovenian
• Work type: Not categorized
• Typology: 1.01 - Original Scientific Article
• Organization: FDV - Faculty of Social Sciences
• Year: 2004
• Number of pages: Str. 857-873
• Numbering: Letn. 41, št. 5/6
• PID: 20.500.12556/RUL-22398
• UDC: 330.34
• ISSN on article: 0040-3598
• COBISS.SI-ID: 23383901
• Publication date in RUL: 11.07.2014

Record is a part of a journal

• Title: Teorija in praksa : revija za družbena vprašanja
• Shortened title: Teor. praksa
• Publisher: Fakulteta za družbene vede
• ISSN: 0040-3598
• COBISS.SI-ID: 763652

Secondary language

• Language: Unknown

Abstract

The article theoretically analyses two different economic views on advertising (as a kind of marketing "tool") or advertising outlays with the implications for welfare of knowledge-based society. The latter derive also from Galbraith's view on advertising. The classic economic approach understands advertising outlays as sunk costs that is illustrated by Dorfman-Steiner theorem. The alternative post-Keynesian approach understands them as a kind of non-material (long-run) investment into a brand name to increase the assets and the future firm profits as funds for new continuous R&D and advertising outlays. This view is significant for the highly innovative firms that are forced to innovate permanently in order to maintain their competitive advantage under the circumstances of non-price (Schumpeterian) competition through innovations and in knowledge economy.