Abstract:

This paper deals with the problem why the contribution to knowledge gained through researches not sufficiently transferred into practical results. Given a contribution it will only be possible to apply it generally to practical problems if it is actually "staged". Staging here does not only mean to produce and to present but requires the active spectator as the recipient. With "active" the demand for the learning ability of the practitioners is meant: successful practical application of modern research requires knowledge of its methodological foundation. With the aid of a case study the development and implementation of a marketing model for advertising media research possible trouble spots are examined which could lead in a typical way to a failure of the presentation.