579 KB35 KB196520252011Lah, Markoletnik:48številka:6str. 1584-1597, 1711ISSN:0040-3598COBISSID:30885725URN:URN:NBN:SI:doc-6RZKEG4EenFakulteta za sociologijo, politične vede in novinarstvo v LjubljaniTeorija in praksaAdvertisingEconomic theoriesEkonomske teorijeOglaševanjepodjetjaPostkeynesianismPostkeynesianizemTransaction costsTransakcijski stroškiHow should a theory of the firm incorporate advertising?| (thinking about the economic role of advertising in the firm)|This article discusses the role of advertising expenses within the economic theory of the firm. In marketing and advertising textbooks advertising expenses are, from the perspective of the economic theory of the firm, viewed too narrowly. In contrast, standard economics textbooks start with the unrealistic perfect competition firm where advertising is not needed, while for the imperfect competition firm they extend the profit maximisation motive and concentrate on the optimisation of advertising expenses. The paper favours a more realistic, investment approach to advertising expenses which highlights problems such as the determination of advertising budgets in different firms in the network depending of their position, and the role marketing/advertising managers play within the chain of principal-agent relations in the firm. These topics are fundaments of the transaction cost theory of the firm which does not (sufficiently) explore advertising as an important tool for reducing transaction costs. The investment and transaction cost approach to the role of the firm's advertising are complementaryPrispevek se ukvarja z vlogo oglaševalskih izdatkov v ekonomski teoriji podjetja. V učbenikih trženja in oglaševanja so oglaševalski izdatki, izhajajoč iz ekonomske teorije podjetja, obravnavani (pre)ozko. Po drugi strani pa standardni učbeniki ekonomije začenjajo obravnavo oglaševanja z nerealnim modelom popolno konkurenčnega podjetja, kjer oglaševanje sploh ni potrebno, nato pa razširi motiv maksimizacije dobička na določitev (optimizacijo) oglaševalskih izdatkov. V prispevku zagovarjamo investicijski pristop k izdatkom za oglaševanje kot realističen, ki pa nadalje odpira vprašanja določanja oglaševalskega proračuna posameznih podjetij znotraj omrežja podjetij glede na njihov položaj, vlogo marketinških in oglaševalskih menedžerjev v verigi odnosov med principali in agenti. Prav to pa so osrednje točke teorije transakcijskih stroškov, ki pa ne obravnava v zadostni meri oglaševanje kot način zniževanja transakcijskih stroškov. Slednji, transakcijski pristop k oglaševanju je komplementaren investicijskemu videnju oglaševanjaTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaUniverza v Ljubljani, Fakulteta za družbene vede