m&k Ausgabe 10/2008 - Werbewoche m&k

Receive the German-language trade magazine "werbewoche" in the m&k issue 10/2008 as a PDF download with the following table of contents:

MARKETING

TITLE STORY The innovation driver in the networked world Dedicated to innovation and quality, Logitech develops peripherals that help people access the digital world more easily. The company was awarded the GfM Marketing Prize 2008 for its outstanding marketing achievements. BUDGETS Marketing in a headwind with budget and controlling Headwinds in budgets, headwinds in the relationship with controlling. Anyone who doesn't dress warmly now as a provider of scattered media such as print and out-of-home will have a hard time. And those who, as marketing managers, do not have the controller on board their boat will feel the spray of the headwind. CUSTOMER LOYALTY Does customer loyalty work the same everywhere? Retaining and activating existing customers is still one of the most important goals of modern marketing. Customer loyalty programs are booming. ASSOCIATION CONTRIBUTIONS SMC Swiss Marketing Swiss Franchise Association

ONLINE

B2B MARKETING Business Relations on the Internet: Networking Profiles Beneficially Business networks on the Internet are increasingly playing a role in marketing. An examination of the trend phenomenon. WEB SERVICE PROVIDER Choosing the right agency is a matter of trust Often, there is more at stake than big budgets. BRAND PROTECTION The good reputation on the net Brand and image management on the WWW is becoming increasingly important to keep cybersquatters at bay.

COMMUNICATION

STATE OF THE ART Swiss meat - staged in the style of old masters Recovered from the BSE crisis, Swiss meat today faces a new challenge: The opening of the market requires a move away from generic advertising towards the strong "Swiss meat" brand, which consumers will continue to prefer in the future. EVENTS What makes an event sustainably successful? It is important to make the event an emotional experience. Light and lighting effects must be right, the sound must be perfect. And all that in an extraordinary location. A background interview and five statements from event specialists on the question of what makes an event successful. DIGITAL SIGNAGE What moves attracts attention "The" trend in customer communication of the 21st century: Digital signage enables effective customer communication at exactly the moment when the target group is most likely to make its purchase decision - while shopping, directly at the POS. ASSOCIATION CONTRIBUTIONS Swiss advertising Swiss Direct Marketing Association Promoswiss

PICTURE SERVICE

In cooperation with our partner Lautundspitz.ch we publish pictures of current events on www.m-k.ch in the section "Marketing & Communication " > Picture Gallery. You can also order photo prints.

PODCASTING

The contributions marked with a microphone are available as podcasts. These podcasts are produced by our audio partner Voiceletter.de and made available for download at www.m-k.ch/podcast.

MEDIA

INTERVIEW "Image advertising is more likely to happen on Sunday". Jürg Weber, Managing Director of Neue Luzerner Zeitung AG and member of the Executive Board of LZ Medien Holding, on "Zentralschweiz am Sonntag" as an alternative to the language-regional Sunday titles, the "Sonntagspool", the NLZ and the electronic media of LZ Medien Holding. ONLINE MEDIA New News1 portal is "very open" to further partners News1 is the launch of an online portal that links the Internet sites of various daily newspapers throughout German-speaking Switzerland. What is the goal of the new platform - and how is the competition reacting? CIRCULATION FIGURES Free press dominates the development of circulation figures The figures for the Swiss press presented by WEMF AG für Werbemedienforschung for 2008 confirm the trend in readership towards free and commuter newspapers.These recorded increases of over 20 percent. Sunday newspapers also posted slight gains. ADSCREENS Strong growth in AdScreen advertising The networked and centrally controlled audiovisual, electronic advertising and information medium AcScreen - directly at the point of sale and information - has achieved a firm position in out-of-home communication. The AdScreen study by DemoScope underlines the high acceptance of the new medium. In 2006, 12.169 million Swiss francs were invested in the audiovisual medium at points of sale and information and in public places.

EDUCATION

EVENT MARKETING Event know-how: Targeted consistency in detail Event management is an art in itself, but one that is becoming increasingly important in today's educational landscape. But what is important in practice? Where are the stumbling blocks? An interview with Marc Zehnder, owner and head of the event agency Kleistermeister Eventsolutions. EXAMINATIONS Fit for the exam? Here you can test it! Test your marketing knowledge here: The MK fitness test in cooperation with www.fit-fuer-die pruefung.ch reveals how sound your knowledge is. Get new impulses with regard to marketing exams. FURTHER EDUCATION Technology is important, but communication is more important Further education institutes are investing more and more money to bring their classrooms and teaching materials up to the latest state of the art. Nevertheless, direct communication between teachers and students should not be restricted. Many institutes adhere to the motto: not as much technology as possible, but as much as necessary.