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1 Prof. Dr. Wolfgang Schweiger Department of Public Relations & Communication of Technology (Fachgebiet Public Relations & Technikkommunikation) Institute of Media and Communication, TU Ilmenau W. Schweiger and colleagues Slide 1

2 Research areas Department profile The Public, integrated organizational communication, and media development from an empirical perspective Public relations and advertising PR evaluation and ad effects research Media development, online communication, social media Public opinion, deliberation, risk communication, technology acceptance Media use and effects Media content quality Empirical methods Some partners Emphasizing the link between academic validity and applied relevance Cooperation partners from media, advertising, organizational communication, market research, and other institutions W. Schweiger and colleagues Slide 2

3 Dept. in Facebook: fachgebiet.pr W. Schweiger and colleagues Slide 3

4 Wolfgang Schweiger Master research project Stimulating discourse W. Schweiger and colleagues Slide 4

5 DISSERTATION PROJECT KNOWLEDGE GAPS 2.0 SOCIAL MEDIA AND POLITICAL KNOWLEDGE OF YOUNG CITIZENS Patricia Müller, M.A. W. Schweiger and colleagues Slide 5

6 News Quality from the Audience Perspective DFG-founded Research Project from 11/2010 to 04/2013 Juliane Urban W. Schweiger and colleagues Slide 6

7 Research Design Independent Variables Dependent Variables Intervening Variables Quality Dimensions COMPREHENSIBILITY OBJECTIVITY ETHICS IMPARTIALITY RELEVANCE DIVERSITY Medium Quality Evaluation of Recipients COMPREHENSIBILITY OBJECTIVITY ETHICS IMPARTIALITY RELEVANCE DIVERSITY Liking of Articles Sociodemographics Age Sex Education Media Literacy Media Use Interest in Topic Recommendation of Articles General Political Interest W. Schweiger and colleagues Slide 7

8 Dipl.-Medienwiss. Marie-Luise Recknagel INTERNAL COMMUNICATION AT UNIVERSITIES An empirical research on the internal communication of German universitys a case study of the Ilmenau University of Technology W. Schweiger and colleagues Slide 8

9 Projects with External Partners: Studying Video Roll Effects in Collaboration with GroupM Katrin Jungnickel W. Schweiger and colleagues Slide 9

10 Study Design n=1797 Participants Pre-Campaign Survey Ad Campaign Post-Campaign Survey Cookie Tracking Question about TV consumption W. Schweiger and colleagues Slide 10

11 Campaigns analyzed AXA Allianz Baur Bose Deichmann Dunlop HUK Kärcher OBI Studienkreis Transparo VW E wie einfach Hexal W. Schweiger and colleagues Slide 11

12 AdFXlongitudinal advertising effects meta-study In cooperation with media spectrum Karoline Schultz, M.A. W. Schweiger and colleagues Slide 12

13 Starting point?! Numerous academic and commercial advertising effects studies but few meta- analyses isolated & few comparable single findings in field of advertsing effects research Systematic collection of findings to calculate average effects still missing Collecting, systemising, evaluating and translating findings of advertsing effects reasearch studies into comparable parameters Provides information for best campaignconception, choice of advertising media, creation of advertising types etc. W. Schweiger and colleagues Slide 13

14 Study pool Method Meta-analysis, content analysis 40 pages codebook 68 categories Present data base: 650 studies from Germany, Western Europe & USA 233 relevant studies time: Academic and commercial studies (Basic studies, Case Studies etc.) W. Schweiger and colleagues Slide 14

15 Two levels of analysis Effect level Advertising media & ad type Perception & Recognition/ Recall Evaluation Consumer, target audience Relevant Set Action Advertising environment W. Schweiger and colleagues Slide 15

16 Which media have best results in aided recall relating to ad types? TV-spots und Online-ads best recall Performance of print and radio ads worse data basis: 34 studies, Analysed effects: 98; basis: participants Studies/ design: commercial and academic studies; Experimental and non-experimental designs; Survey types: online, written, telephone, face-to-face Time: W. Schweiger and colleagues Slide 16

17 iprdi.de & iprdi.de/blog W. Schweiger and colleagues Slide 17

18 Books Schweiger, W. & Beck, K. (Eds.) (2010). Handbuch Online-Kommunikation. Wiesbaden: VS. Schweiger, W. & Fahr, A. (Eds.) (2012, in press). Handbuch Medienwirkungsforschung. Wiesbaden: VS. Schweiger, W. (2012, prep.). Ansätze zur Beziehung zwischen PR und Journalismus. Baden-Baden: Nomos. Some academic papers Bulkow, K., Urban, J. & Schweiger, W. (2012, in press). The Duality of Agenda Setting: The Role of Information Processing.. International Journal of Public Opinion Research, 24. Jungnickel, K. (2011). Nachrichtenqualität aus Nutzersicht. Ein Vergleich zwischen Leserurteilen und wissenschaftlich-normativen Qualitätsansprüchen. Medien & Kommunikationswissenschaft, 59 (3): Jungnickel, K. & Schweiger, W. (2011). ohman...hartzivtviswiderzugeilxd Twitter-Monitoring als neue Methode der Fernsehforschung? In Koschnick, W. J. (Hrsg.), FOCUS-Jahrbuch 2011 (S ). München: Focus Magazin Verlag. Schweiger, W. & Jungnickel, K. (2011). Pressemitteilungen 2.0 eine Resonanzanalyse im (Social) Web. Publizistik, 56 (4): Urban, Juliane (2011). Journalistische Wichtigkeitszuschreibungen im Agenda Setting-Prozess. Zum Einfluss einer bisher vernachlässigten Größe. Medien & Kommunikationswissenschaft, 59(3), Some applied papers Latest Publications Schweiger, W. & Schultz, K. (2011). Meta-Analyse - Bewegte Bilder steigern die Werbewirkung. media spectrum (11): Schweiger, W. & Schultz, K. (2011). Werbewirkung. Wie Werbung wirklich wirkt. media spectrum (9): Schweiger, W. & Schultz, K. (2012). Was bringen (prominente) Testimonials? Werbewirkungsstudien in der Meta-Analyse. media spectrum (1-2): W. Schweiger and colleagues Slide 18

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