Transfer - Advertising Research & Practice

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Transfer - Advertising Research & Practice
Transfer - Advertising Research and Practice Cover 4,2010.png
description Trade journal
Area of ​​Expertise Advertising, communication, brand management
language German
Frequency of publication four times a year
Editor-in-chief Günter Schweiger (WU Vienna)
Mayerhofer (WU Vienna)
Martin Eisend (Viadrina Frankfurt (Oder))
Bernhard Heidel (Wiesbaden University of Applied Sciences)
Tobias Langner (Bergische Universität Wuppertal)
Web link www.transfer-zeitschrift.net
Article archive www.transfer-zeitschrift.net/archiv/archiv.html

transfer - Werbeforschung & Praxis is a German-language specialist magazine for communication and brand management. It is published by the German Advertising Science Society (DWG) and appears four times a year. Former co-editor was the meanwhile dissolved Austrian Society for Advertising Science . The print run is 5,500 copies and the range is 20,000 readers. The readers include decision-makers from business at management level who work in the fields of marketing, advertising and sales, as well as economists from German and Austrian colleges and universities.

Chief editor

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There is both an Austrian and a German editor-in-chief. The editor-in-chief on the part of the WWG is in the hands of Günter Schweiger (WU Vienna), Mayerhofer (WU Vienna) and the editor-in-chief on the part of the DWG is occupied by Martin Eisend (Viadrina Frankfurt (Oder)), Bernhard Heidel (RheinMain University) and Tobias Langner (Bergische Universität Wuppertal ). The editors-in-chief are alternately responsible.

Prominent authors

It have u. a. The following marketing experts have already written articles for the trade journal:

aims

The trade journal aims to transfer knowledge on the subjects of advertising, communication and market research between science and practice on both sides. Practitioners should be brought closer to new research findings in practical language and case studies by marketing practitioners should in turn serve university research by providing the incentive for in-depth scientific treatment of certain topics. The aspect of the comprehensibility of scientific results for practitioners is a particular concern, since a certain simplicity for non-scientifically oriented readers is a decisive criterion for the acceptance of a journal. The scientific claim is achieved in research contributions through a double-blind review process and the comprehensibility of the content is then checked by an expert from practice.

content

Each issue contains an editorial written by an editor-in-chief . This contains both general information and an initial overview of the content of the respective issue. This is followed by the table of contents, which clearly shows the structure of the journal and provides brief information on the articles, before articles from the fields of research, practice and service follow. The structure of the journal is illustrated in the table below. There is a clear distinction between practical and research contributions.

Structure of the journal "transfer advertising research & practice"
Research contributions Practice contributions News from WWG / DWG Services
function Profiling the journal "transfer-Werbeforschung & Praxis" in science and transferring it to practice Transfer of practical questions into science and profiling in practice Information for members and interested parties about the activities of WWG and DWG (e.g. lectures, publications, events) Additional services for the readers of the magazine "transfer-Werbeforschung & Praxis" (e.g. literature service, research and the categories: from all over the world, insight, Mafo splitter, standpoint)
Review Double-blind review by two scientists and one practitioner Review by the chief editor Review by the chief editor

reader

In 1992, as part of a diploma thesis by Gabriele Andres from the Austrian Gallup Institute under the direction of Univ. Fritz Karmasin carried out a study on readership research for the specialist journal “Werbeforschung & Praxis”, which at that time was not yet called “transfer”. It was a trade journal recipient structure analysis (FESA). The total population was 1,484 respondents, which consisted of both companies and full members, from which a sample of 372 people was selected. The field phase was carried out from January 20 to 31, 1992 over a period of eleven days. This produced interesting results on the recipient structure. According to this, about 90% of the readers could be classified in the higher educational level, thus at least had a high school diploma. Their positions also correspond to this high level. 88% of the first-time recipients held a managerial position, for example managing director, director, department head or product manager. With regard to the decision-making authority of the magazine recipients, it was found that a high proportion of readers (59.1%) were sole decision-makers in their areas of responsibility. However, it is possible that you were only co-decision-maker or decision-maker for some tasks, as multiple answers were possible.

Web links

Individual evidence

  1. ↑ M. Kranister: A marketing concept for scientific associations using the example of the Austrian Society for Advertising Science In: Diploma thesis at the WU Vienna, 2009, p. 10
  2. ↑ [1] . Transfer magazine website. Retrieved February 2, 2010.
  3. ↑ [2] . Transfer magazine website. Retrieved February 15, 2010.
  4. ↑ [3] . Transfer magazine website. Retrieved February 2, 2010.
  5. ↑ S. Halbwidl: Increasing the real and digital availability of "transfer" in libraries in Austria, Germany and Switzerland In: Bachelor thesis at the WU Vienna, 2009, p. 23
  6. ↑ S. Halbwidl: Increasing the real and digital availability of "transfer" in libraries in Austria, Germany and Switzerland In: Bachelor thesis at the WU Vienna, 2009, p. 23
  7. ↑ Page no longer available , search in web archives: editorial concept of the specialist journal "Transfer - Werbeforschung & Praxis"@1@ 2Template: Toter Link / www.transfer-zeitschrift.net
  8. ^ G. Andres: Readership research of the advertising magazine "Werbeforschung und Praxis" In: Diploma thesis at the WU Vienna, 1992, p. 60
  9. ↑ G. Andres: Readership research of the advertising magazine "Werbeforschung und Praxis" In: Diploma thesis at the WU Vienna, 1992, p. 66
  10. ^ G. Andres: Readership research of the advertising magazine "Werbeforschung und Praxis" In: Diploma thesis at the WU Vienna, 1992, p. 69