m&k issue 12/2008

MARKETING

TITLE STORY ZVV branding: one network brand for everything The success of the marketing of the Zürcher Verkehrsverbund (ZVV) shows that optimal brand management is also an important task for "public goods". The ZVV brand stands for efficient mobility in the greater Zurich urban area and has both a rational and emotional component. DIALOG The rules of conversation and benefits for marketing Conversations are the original form of dialogue. It is expedient to consider the experiences of everyday life for an interaction of people in order to design effective marketing. The article is intended to stimulate readers to give new weight to a neglected point of view. DIRECT MARKETING Address market anxiety The direct marketing scene in Germany is in turmoil. The reason is the threat of stricter data protection. ASSOCIATION CONTRIBUTIONS SMC Swiss Marketing Swiss Franchise Association

ONLINE

E-BUSINSS Trend: Cool calculators defy economic forecasts  INTERVIEW Where is the trend in mobile marketing heading? E-SHOPS The ten most important criteria for success Despite the weaker economy, e-commerce has been stable so far and operators are reporting pleasing sales. But what makes a successful e-shop and where is the greatest potential for optimization? There are ten points to consider.

COMMUNICATION

STATE OF THE ART Doubt: power brand thanks to innovations They jump into ice holes, have their bones loosened by an extremely robust masseuse, and are chased around the gym by a brawny muscleman. We're talking about the Zweifel chip experts, who do everything they can to make sure their chips are the best. INTERVIEW "Doubt takes care of consumer concerns" Zweifel has successfully positioned itself as the Swiss "chips expert". Not least because of the current advertising campaign. Christoph Ernst, Group Product Manager/ Media at Zweifel Pomy Chips AG, on the strategy behind it and the Zweifel umbrella brand. IMAGE AGENCIES Millions of images - the picture agencies know them The picture agencies in Switzerland are inexhaustible suppliers of pictures and maintain a very individual customer service. They are always available online or via other media and offer personal advice from image specialists as well as other services. COLUMN 17.65 "Christmas Dinner or Agency Evaluation Procedure? ASSOCIATION CONTRIBUTIONS Swiss advertising  Promoswiss Swiss Direct Marketing Association

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 "We are open to meaningful combinations". Marcel Siegenthaler, Leider Werbemarkt von Edipresse Schweiz, talks about the position of the French-speaking Swiss titles in German-speaking Switzerland, innovations and changes in the Edipresse offering, pricing in 2009 and the development of cross-media services. ROMANDIE "French-speaking Swiss consumers are more progressive" Relaunches and launches - there is a lot going on in French-speaking Switzerland. The year 2009 will bring more news, also in the price range. And the trend toward "bridging the gap" may intensify. RADIO/TV CONCESSIONS Some radio and TV licenses legally disputed The last licenses for private radio and regional television were recently awarded. Some rejected applicants are now filing appeals. The big surprise was that Radio Energy from Ringier was not considered. Tele Tell from central Switzerland also came away empty-handed. MORE VALUE Qualitative media contacts are crucial The question of how quality is judged in regional and local reporting is becoming increasingly urgent. ASSOCIATION CONTRIBUTION Swiss Association of Advertisers

EDUCATION

LEADERSHIP RFAGES Hope for a new generation of managers The financial crisis will also lead to a change in values in management issues. Sustainability instead of short-term profit optimization is the premise. Institutes for further education have been teaching according to this principle for a long time. PROFESSIONAL PRACTICE Federally certified professionals wanted Professional practitioners are more in demand than ever before. This is confirmed not only by the professional associations, but also by the current job market. In the coming years, the demand for qualified specialists with a completed professional examination (federal certificate of proficiency) or higher professional examination (federal diploma) will steadily increase. 74 EXAMINATIONS Fit for the exam? Here you can test it! SALES MANAGER Diploma for 180 sales managers The written and oral sales manager examinations were completed by 31 female candidates and 233 male candidates, making a total of 264 people. The overall average of all grades of the written and oral examinations was 4.2, exactly in line with the average of all previous years.

HEADLINES

Portrait  Meeting Points  Hotel of the month  Source of supply index  Scene  Imprint  Column

COVER

12/08 Cover photo: clicdesign ag, Bern