DWG Master Award 2022 for Lara Verhoeven
Professor Langner, Lara Verhoeven, Professor Heussler and Julian Felix Kopka (from left to right), photo source: Professor Heidel private
The German Advertising Research Association (DWG) e.V. presented the €2,000 DWG Master Award 2022 to Lara Verhoeven in Berlin on 4 October. Ms Verhoeven's thesis entitled "The agony of (media) choice - The connection between personality traits, media usage motives and the advertising consumption of smartphone users" impressed the expert jury with its innovative methodology and valuable practical implications. Lara Verhoeven came out on top among a total of 22 first-class Master's theses. In particular, the insight that the respective situation is a better predictor of advertising effectiveness compared to the personality of the consumer was emphasised as a central implication by jury president Professor Tobias Heussler. The Master's thesis was supervised by Professor Tobias Langner and Julian Felix Kopka from the Chair of Marketing.
The German Advertising Research Association was founded in 1919 and is committed to the exchange of research and practice in the fields of market communication and brand management. As a member of the Central Association of the German Advertising Industry, the DWG represents the scientific and research aspect of advertising communication.
