WWG Forum Marketing
| WWG Forum Marketing (WWG) |
|
|---|---|
|
|
| purpose | Knowledge transfer between marketing science and advertising, marketing, market research and sales practice |
| President: | Dieter Scharitzer and Bernadette Kamleitner |
| Establishment date: | 1955 |
| Dissolution date: | 2019 |
| Seat : | Vienna |
| Website: | www.wwgonline.at |
WWG Forum Marketing (formerly WWG - Austrian Advertising Science Society) was a non-profit association based in Vienna. It saw itself as a platform for knowledge transfer between science and marketing practice. The aim was to identify and examine ideas for marketing together with the members .
history
The WWG was founded on June 16, 1955 by graduates of the university course for advertising and sales together with Karl Skowronnek, who was then head of the Institute for Advertising Science and Market Research at the University of World Trade (now Vienna University of Economics and Business ). The association was dissolved in 2019.
One year after it was founded, the society had 124 members. The 10th anniversary was celebrated with 345 members. After Günter Schweiger was appointed in 1974, the number of members tripled by 1985. A decade of growth followed until 1995 with a membership increase of around 50%.
Development of the membership 1956-2008:
| year | Number of members |
|---|---|
| 1956 | 124 |
| 1965 | 345 |
| 1975 | 350 |
| 1985 | 1,140 |
| 1995 | 1,700 |
| 2005 | 1,300 |
| 2008 | 1,100 |
activities
The activities of the WWG had two main focuses:
- Specialist publications
- Specialized events
Publications
transfer - advertising research & practice
The most important publication of the association was the trade journal transfer - Werbeforschung & Praxis , which appears four times a year . In 1955, the year it was founded, the first issue of the magazine appeared under the title “WWG Information”.
In 1985, the separate media "transfer" of the German Advertising Science Society (DWG) and the "WWG information" became the common medium " transfer - advertising research & practice ". The editorial teams in Germany and Austria developed two issues per year under a common editorial concept. The circulation was around 3,500 copies, reaching around 20,000 readers in Austria and Germany.
WWG published three series:
"The Brand" series of publications
- 1994: The Römerquelle brand
- 1996: Persil remains Persil - from the long life of a major brand
- 1999: The " Zipfer " brand
- 2000: The Eskimo brand - a success story
- 2000: Almdudler - Just a lemonade?
- 2005: Böhler - Austria's global stainless steel brand
- 2005: Persil remains Persil - From the long life of a major brand , 2nd edition
- 2007: Böhler - Austria's stainless steel world brand , 2nd edition
- 2013: PEZ - the cult brand
- 2015: Eskimo - continuation of a success story
Series of publications "Empirical Marketing Research"
- Volume 15: G. Friederes (1997): Branding in Eastern Europe
- Volume 16: M. Fuchs (1998): Media as Brands
- Volume 17: C. Kaiser (1999): Apparative Advertising Research
- Volume 18: P. Koppe (2003): Private labels and branded articles
- Volume 19: W. Mayerhofer, L. Grusch, M. Mertzbach (2007): Corporate Social Responsibility
- Volume 20: W. Mayerhofer (2009): Factors influencing the conclusion and contribution of the insurance broker
- Volume 21: N. Hofer, V. Radler, K. Bermoser (2009): Perception and effect of TV spots - a study of gaze registration
Publication series "Advertising and Brand Research "
- Volume 1: A. Zednik, A. Strebinger (2005): Brand models in practice
- Volume 2: N. Mahnik, W. Mayerhofer (2006): Success factors of brand extensions
- Volume 3: C. Bosch, S. Schiel, T. Winder (2006): Emotions in Marketing
- Volume 4: S. Walter (2007): The role of the advertising agency in the brand management process
- Volume 5: A. Strebinger (2009): Brand architecture. Strategies between individual and umbrella brands as well as local and global brands.
Special publications
In addition to the series, the following special publications were published by the WWG:
- "20 practical tips for your advertising success" (1999)
- “10 practical media tips for your advertising success” (2002) (This brochure was designed together with PanMedia Western Werbeplanung GesmbH.)
- “Communication location Vienna” (2007) (This brochure was published together with the Advertising & Market Communication section of the Vienna Chamber of Commerce and the Institute for Empirical Social Research GmbH.)
- "Nothing is more exciting than sales" (2009)
Events
Practice dialogue - Marketing Insights
As part of this series of lectures, which is carried out together with the Institute for Marketing & Consumer Research and the Institute for Marketing Management (all at the Vienna University of Economics and Business) and the Marketing Department, practitioners and scientists present insights from all facets of marketing. Approx. 20 lectures were held each year. The first lecture event took place on October 28, 1955 under the name "Colloquium for Advertising and Sales". The theme was "Television in the service of advertising". The speaker was SW Numann, Philips Eindhoven.
Top ten
Together with the Austrian Gallup Institute, Prof. Karmasin Marktforschung, WWG presented the most successful TV spots in Austria every year (until 2015).
Dialogue that creates knowledge
The Dialog der Wissen schaf [f] t was a practice-oriented cooperation event between DMVÖ and WWG. The conference offered the visitors a combination of keynotes from scientists and practitioners and concrete examples of implementation. With the introduction of Austria's 1st Marketing Barcamp in 2016, even greater emphasis was placed on the interactive involvement of visitors. All participants were given the opportunity to adapt the theoretical input in the discussion forums to their specific questions and problems and to discuss them with experts in a solution-oriented manner.
Marketing seminars and management symposia
These events were dedicated to:
- Perception of advertising and design consequences
- Direct, dialogue and email marketing
- Advertising effectiveness measurement
- Strategic brand management
- Methods in Marketing
Expert forum online research
The online research expert forum was founded in January 2007 in cooperation with the Austrian Association of Market Researchers ( VMÖ ) and Globalpark Austria. It was a cross-institutional and cross-company platform for Austrian online researchers who had set themselves the task of conducting a discussion about the potential and limits of online research . In nine events per year, topics such as customer satisfaction and advertising effectiveness measurement on the Internet, market research in Web 2.0 and mobile market research were discussed.
Prices
From 1972 to 2001, the WWG organized the State Prize for Advertising on behalf of the Federal Ministry of Economics and Labor and the Association for Advertising and Market Communication. Exemplary Austrian advertising campaigns were awarded. In addition to the State Prize for Advertising, WWG has also organized research prizes for outstanding scientific work in advertising (KR Suppan Prize, CA Prize, trend Prize).
Honors
The WWG recognizes the services of scientists and practitioners in the field of advertising, marketing and market research by awarding decorations.
Viktor Mataja medal
The Viktor Mataja Medal was awarded for outstanding scientific achievements in marketing and advertising. Viktor Mataja (1857–1934) was the founder of advertising science in Austria.
The medal was awarded to:
| year | Surname | country |
|---|---|---|
| 1979 | Jagdish N. Sheth | United States |
| 1980 | Ernest Kulhavy | Austria |
| 1987 | Elisabeth Noelle-Neumann | Germany |
| 1989 | Philip Kotler | United States |
| 1995 | Volker Trommsdorff | Germany |
| 1996 | Peter Weinberg | Germany |
| 1997 | Arnold Hermanns | Germany |
| 1998 | Lutz von Rosenstiel | Germany |
| 1999 | Gordon E. Miracle | United States |
| 2008 | Richard Koehler | Germany |
| 2015 | Günter Schweiger | Austria |
Golden Ring of Honor of the WWG
The Golden Ring of Honor of the WWG was awarded for outstanding achievements in the field of advertising and marketing practice.
This award received u. a .:
| year | Surname |
|---|---|
| 1999 | Mariusz Jan Demner |
| 2000 | Tibor Bárci, Walter Neuhauser |
| 2001 | Markus Beitenecker, Charlotte H. Ruby |
| 2003 | Hans-Jörgen Manstein |
| 2004 | Harald Messner |
| 2005 | Fritz Karmasin |
| 2007 | Friedrich Stara, Karl Javurek |
| 2008 | Willy Lehmann |
Golden badge of honor of the WWG
The Golden Badge of Honor was awarded as recognition for many years of successful activity in advertising and marketing. This was u. a. awarded to Roswitha Hasslinger, Austrian Gallup Institute, and Emil Hierhold, HPS.
Research funding
WWG supported research projects of the Institute for Marketing & Consumer Research (formerly: Institute for Advertising Science and Market Research) as well as diploma theses, dissertations and habilitation theses. Care was taken to ensure that the output is also made accessible to WWG members, for example through publications in the series “Empirical Marketing Research” and “Advertising and Brand Research” or in the specialist journal “transfer - Werbeforschung & Praxis”.
Individual evidence
- ↑ Brand documentation. In: wwgonline.at. Archived from the original on March 15, 2017 ; accessed on October 22, 2019 .
- ↑ About us. In: expertenforum.at. Archived from the original on July 1, 2007 ; accessed on September 11, 2019 .
- ↑ Archive link ( Memento from July 1, 2007 in the Internet Archive )