Rahmenbedingungen und Einschränkungen der Werbung in Deutschland

Name: Rahmenbedingungen und Einschränkungen der Werbung in Deutschland
Brand: Grin Verlag
SKU: 9783638704724
Price: 2959.0 INR
Availability: InStock

by Ralph Bechtel

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ISBN13: 9783638704724
Binding: Paperback
Subject: N/A
Publisher: Grin Verlag
Publisher Imprint: Grin Verlag
Publication Date: August 10, 2007
Pages: 56
Original Price: USD 34.9
Language: German
Edition: N/A
Item Weight: 159 grams
BISAC Subject(s): Marketing / General

About The Book

Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Hochschule Ludwigshafen am Rhein, Veranstaltung: Multimedia-Kommunikation, Sprache: Deutsch, Abstract: Steigende Arbeitslosenzahlen und zunehmende Insolvenzen im Zuge einer langjährigen Wirtschaftskrise führten gerade in Deutschland in den letzten Jahren zu einer tiefen Verunsicherung der Verbraucher und dadurch zu einer Kaufzurückhaltung, die zwar individuell verständlich, volkswirtschaftlich aber katastrophal ist. Darüber hinaus gilt Deutschland weltweit als das Land, in dem Werbung durch Verbote, Empfehlungen etc. gesetzlich am meisten reglementiert ist. Sowohl die allgemeine Kaufzurückhaltung der Verbraucher - der private Verbrauch macht in Deutschland 57 Prozent der Wirtschaftsleistung aus - als auch die gesetzlichen Regularien und selbstdisziplinären Leitlinien in Deutschland, führten dazu, dass die Werbeausgaben in den letzten Jahren stetig sanken und in den nächsten Jahren wohl weiter sinken werden. Vor diesem Hintergrund gilt es zu analysieren, inwieweit Werbeverbote aus Verbraucherschutzgründen Sinn machen und gerechtfertigt sind bzw. inwieweit sie den Wettbewerb zum Schaden von Wirtschaft und Gesellschaft reduzieren und damit zu einer Deformation der sozialen Marktwirtschaft führen. Während Werbetreibende für eine Lockerung der Verbote und Beschränkungen in Deutschland eintreten, sprechen sich sowohl die Bundesregierung als auch die verantwortlichen Kräfte in der Europäischen Union, die langfristig eine Vereinheitlichung der Werberichtlinien innerhalb der Mitgliedsstaaten anstreben, gerade in den Bereichen der Alkohol- und Tabakwerbung für eine Verschärfung der bestehenden Regularien aus.

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