Eine Konzeption des Werbecontrolling

Werbung gerät als Marketing-Instrument zunehmend unter Erfolgsdruck: Einerseits wächst die Bedeutung der Werbung als strategischer Erfolgsfaktor des Marketing, andererseits wird sie mit äußerst schwierigen Markt- und Kommunikationsbedingungen konfrontiert. Zur Sicherung der Effizienz und Effektivität der Werbung wird deshalb ein Werbecontrolling immer bedeutsamer. Die theoretische und empirische Fundierung des Werbecontrolling hat jedoch mit der wachsenden praktischen Bedeutung dieses Ansatzes nicht Schritt gehalten. Im vorliegenden Papier wird daher, ausgehend von der allgemeinen Controlling-Forschung, eine umfassende Werbecontrolling-Konzeption hergeleitet und erläutert. Die von den Autoren entwickelte Werbecontrolling-Konzeption verfolgt die Zielsetzung, die Effektivität und Effizienz von Werbemaßnahmen sicherzustellen, und beinhaltet fünf zentrale Dimensionen des Werbecontrolling. Die funktionale Dimension der Werbecontrolling-Konzeption umfasst die Funktion und die konkreten Aufgaben des Werbecontrolling. Die prozessuale Dimension ergibt sich aus dem Bezug der Werbecontrolling-Funktion zum Werbemanagementprozess, welcher sich formal in die Phasen Planung, Kontrolle und Steuerung von Werbemaßnahmen einteilen läßt. Die dritte Dimension der Werbecontrolling-Konzeption befasst sich mit den Ebenen, auf denen Werbecontrolling stattfinden kann, wobei zwischen strategischem und operativem Werbecontrolling differenziert wird. Die institutionale Dimension beschäftigt sich mit der organisatorischen Integration bzw. den Trägern der Werbecontrolling-Funktion im Unternehmen. Die instrumentelle Dimension der Werbecontrolling-Konzeption beinhaltet die Instrumente des Werbecontrolling, d.h. die Verfahren, Methoden und Techniken, die das Werbecontrolling zur Aufgabenerfüllung entwickelt und einsetzt

Ausgewählte Instrumente des Werbecontrolling

Die Instrumente des Werbecontrolling sollen helfen, Effizienz und Effektivität der Werbung zu steigern. Das Ziel dieses Beitrages besteht darin, einzelne Instrumente des Werbecontrolling exemplarisch abzubilden, um dem Entscheider, der an der Erfassung der Wirkung seiner werblichen Maßnahmen interessiert ist, einen ersten Überblick über die Anwendbarkeit der dargestellten Instrumente im Werbebereich zu geben. Ausgewählte Controlling-Instrumente werden auf den Werbebereich übertragen bzw. im werblichen Kontext dargestellt. Im Einzelnen sind dies die Balanced Scorecard, Kennzahlen und Kennzahlensysteme, Verfahren der Werbewirkungskontrolle, Werbekostenrechnung und Werbekostenmanagement sowie das Advertising Benchmarking. Die Balanced Scorecard wird auf Ihre Anwendbarkeit im Werbebereich überprüft. Exemplarisch werden ausgewählte Fragestellungen aus dem Werbebereich dargestellt. Kennzahlen und Kennzahlensysteme werden generell dargestellt und klassifiziert, um Beispiele für den Werbebereich abzuleiten. Die Verfahren der Werbewirkungskontrolle werden überblickartig dargestellt. Dem Leser, der sich diese Verfahren im Rahmen eines betrieblichen Controllingsystems nutzbar machen möchte, sei das Arbeitspapier ¿Verfahren der Werbewirkungsmessung¿ empfohlen. Weiter werden die Möglichkeiten der Werbekostenrechnung erläutert, um im Rahmen des Werbekostenmanagement die Instrumente Gemeinkostenwertanalyse und Zero-Base-Budgeting aufzuzeigen. Abschließend wird auf das Instrument des Advertising Benchmarking eingegangen, das der Generierung von Werbezielen und der wertenden Einordnung der eigenen Werbeaktivitäten dient

Dataset for "Pharmacy professionals' experiences and perceptions of providing NHS patient medicines helpline services: A qualitative study"

Transcripts of interviews with thirty-four pharmacy professionals about their experiences and perceptions of providing a National Health Service patient medicines helpline service.An interview schedule was developed for the purpose of interviewing participants regarding their experiences and perceptions of their PMHS, and was informed by the RE-AIM evaluation framework. RE-AIM comprises five dimensions that are considered important for evaluating the impact of healthcare interventions: Reach, Effectiveness, Adoption, Implementation, and Maintenance. We ensured that questions pertaining to each of the five RE-AIM dimensions were included in the schedule. During data collection, the interview schedule served as a flexible guide for interviews, enabling participants to discuss aspects of their PMHS that were important to them. All interviews were audio-recorded. After their interview, the following background data were collected from each participant over the telephone: age, gender, ethnicity, job title, number of years employed as a pharmacy professional, and number of years’ experience of operating or providing a PMHS. All audio-recorded interviews were transcribed verbatim into separate Microsoft Word documents. Framework analysis (FA) was used to analyse the transcribed data. Analysis involved the standard FA stages, as outlined by Ritchie and Spencer (the developers of FA): familiarisation with the data, coding, developing an analytical framework, indexing, charting, and interpretation. The only deviation to the FA stages was that Iterative Categorisation (IC) was used in place of charting. The choice to use IC was made in order to increase transparency and rigour.Data were analysed using NVivo version 12

Dataset for "Service users' experiences of NHS patient medicines helpline services: A qualitative study"

The study used semi-structured interviews to explore service users' experiences of using National Health Service (NHS) patient medicines helpline services (PMHS). This dataset comprises data from 40 participants. The study protocol is included in the dataset to provide additional context.The study used semi-structured interviews to explore service users' experiences of using National Health Service (NHS) patient medicines helpline services (PMHS). This dataset comprises data from 40 participants. Recruitment was conducted via seven NHS Trusts from different regions within England, which acted as participant identification sites. Data were collected via telephone. Prior to their interview, the following background information was collected from participants: Name of NHS Trust contacted, date of PMHS contact, whether they had previously used a PMHS. Patients were also asked whether they were an inpatient or outpatient for their recent period of care, and the number of prescribed medicines they were prescribed at the time of the PMHS contact. Carers were also asked their relationship to the patient who the PMHS contact was regarding. Separate interview schedules to explore participants experiences of using a PMHS were developed for patients and carers. The two schedules were broadly similar, although, for ethical reasons, the carer version did not contain questions that would have resulted in them providing personal information about the patient individual that they care for. The aim of the interview with carers was thus to explore whether the PMHS met their needs as a carer seeking information. Following their interview, the following background data were collected from each participant: Age, gender, ethnicity, and current occupational status. All audio-recorded interviews were transcribed verbatim into separate Microsoft Word documents. Braun and Clarke’s inductive reflexive thematic analysis (TA) was used to analyse this data. Analysis involved the following stages, as outlined by Braun and Clarke: familiarisation with the data, generating initial codes, developing themes, reviewing themes, defining and naming themes, and writing the analysis. All individual interview transcripts were uploaded into NVivo version 12. NVivo was used for generating initial codes and developing and reviewing themes. The only deviation to the TA stages was that Iterative Categorisation (IC) was used in place of the defining themes stage, for increased transparency and rigour. For further details, see the study protocol included within the dataset.All individual interview transcripts were uploaded into NVivo version 12

Using an Innovative Multiple-Methods Approach to Evaluate Extension Conferences

Engaging attendees of a 4-H volunteer conference in a multiple-methods approach to conference evaluation met the needs of our conference planning team by resulting in diverse opportunities for determining impact, assessing satisfaction, and understanding conference participants\u27 experiences. The multiple-methods approach also appealed to conference participants by providing them with a variety of ways to share input and reflection while building a sense of community and belonging. Every participant was involved in multiple assessment strategies. We received both quantitative and qualitative data for assessing conference success and gathered impact data by using multiple creative evaluation tools

Creating the Southern Region 4-H Volunteer Advisory Group

The SR4-HVAG combines the efforts of states to provide quality educational programming for volunteers and Extension professionals using an advisory group system. An advisory group rather than a council was created because the group provides programmatic input rather than sets policy. The purposes of the SR4-HVAG are to: provide a mechanism for volunteer input and perspective regarding educational, programmatic and developmental needs of volunteers and strengthen communication and delivery systems that provide for the continued sharing of resources and programmatic efforts in the Southern Region. Each state is represented by two volunteers and is facilitated by a state volunteerism specialist

Women Leaders in Agriculture: Data-Driven Recommendations for Action and Perspectives on Furthering the Conversation

The presence of women in positions of power in the agriculture industry is lacking. This article highlights findings generated from the 2016 Southern Region Women\u27s Agricultural Leadership Summit attended by women from 13 southern states. The research revealed that women working in Extension should (a) formally connect with leadership mentors, (b) envision themselves in leadership roles, and (c) support one another as they work to lead in the agriculture industry. To further the conversation, we provide recommendations that are inherent in the data and intended to assist early-career women professionals as well as middle managers and administrators who desire to advance women\u27s leadership development in Extension

The Use of Focus Groups to Evaluate the Volunteer Conference of Southern States

Round table focus groups were used to evaluate the 2013 Volunteer Conference of Southern States. All 144 conference attendees were randomly assigned to one of 18 different round tables. A series of seven questions were discussed by the focus groups, which were moderated by a member of the Southern Region 4-H Volunteer Advisory Group. A recorder captured the discussion on a Mac Notebook. The responses from 18 networked were assimilated into a Word document, grouped by question. Qualitative data were analyzed by three raters as outlined by Culp & Pilat (1988). Input received was instrumental in planning the 2014 conference