m&k issue 11/2015

MARKETING

TITLE STORY "We are like a family - and we love food". In Switzerland, the Spar Group ensures that its values are exemplified at the point of sale. With the fir tree logo, the retail chain is leading its franchising system to success. CO-MARKETING "The cooperation itself becomes a campaign" Strategic partnerships are experiencing a renaissance. Social media changed its form, but it also opens up new cooperative playing fields. ASSOCIATION CONTRIBUTIONS Swiss Advertising Client Association Swiss Marketing

COMMUNICATION

STATE OF THE ART Share moments of happiness The Kägi chocolate snack shows how moments of happiness are shared. DIGITAL SIGNAGE Digital signage successfully in use DOOH New insights on digital out of home ASSOCIATION CONTRIBUTIONS Swiss advertising Swiss Dialog Marketing Association callnet.ch

MEDIA

Q-AWARD Great courage for the small niche On November 11, the Q-Award was presented as part of the Trend Conference Trade Media. PUBLISHING SERVICES Even "normal" companies and associations are publishers Andi Huggel of Stämpfli AG in an interview about the publishing business. EXTERNAL ADVERTISING The remaining mass medium Even though the digital age has dawned in the public space, a large part still belongs to the classic poster. The trends and the state of play. PUBLIC TRANSPORT ADVERTISING A higher advertising impact and exclusivity with movement Public transport advertising developments and trends.

CAREER

CAREER 2016 The communications mix makes the impact in 2016 Opinions are divided on the question of whether marketing goes online or offline. The trend for the next educational year clearly shows that one-sidedness is yesterday's news. It's the mix that leads to success, say the experts. DIPLOMATED Communications Manager MK congratulates all graduates on passing the Communications Manager exam. CURRENT News from www.m-k.ch Havas has launched a sequel to the "How are you?" awareness campaign. And a study by the University of Zurich shows that young people are less into hard news and more into social media.

DIGITAL

MOBILE PAYMENT Cash versus credit card - how smart is our money becoming? Payment transactions have also arrived in the digital age. How long will we continue to pay cash? A survey. COUPONING Coupons lay the foundation for a lasting relationship Coupons are used for customer loyalty, acquisition or to publicize a product.

HEADLINES

Portrait Meeting Points Hotel of the month Sources of supply index Scene

COVER

11/15 Cover photo: clicdesign ag, Bern