published as DIW Berlin – Politikberatung kompakt 115

DIW Econ was commissioned by the Zentralverband der deutschen Werbewirtschaft ZAW e.V. (Central Association of the German Advertising Industry) and the Gesamtverband Kommunikationsagenturen GWA e.V. (General Association of Communications Agencies) to investigate the economic significance of advertising. By providing information, advertising has an economic significance that goes beyond its role as a communication tool for companies. The present study shows this based on a comprehensive empirical analysis of advertising and its effects on market activity in Germany.