m&k Ausgabe 2/2007 - Werbewoche m&k

Receive the German-language trade magazine "werbewoche" in the m&k issue 2/2007 as a PDF download with the following table of contents:

MARKETING & ONLINE

TITLE STORY Quantum leaps in Helvetic cuisine The Knorr people in Thaynger have been serving nutrition for 100 years. They stand for pioneering spirit and Swiss quality. MARKETING TROPHY 16 companies are nominated for the Marketing Trophy At the Swiss Marketing Day on March 13 in the KKL Lucerne, the Marketing Trophy will be awarded for the tenth time as a prize for innovative marketing. 16 projects are nominated. BRAND RETAILING Settled at the POS The discounter Denner has been added to the multi-brand portfolio of the Migros Group. Migros promises to continue Denner as an independent brand. A promise that harbors dangers. COUNTERFEIT PRODUCTS Sharp weapons against counterfeiters "Stop Piracy": A new campaign sends clear signals against counterfeit products. NEWSLETTER Push versus pull Will the new possibilities of Web 2.0 such as RSS feed soon outstrip e-mail marketing? E-COMMERCE Online business booming Online shopping is recording spectacular growth rates. ASSOCIATION CONTRIBUTIONS Swiss Franchise Association SMC Swiss Marketing

COMMUNICATION

STATE OF THE ART New dance steps on the advertising parquet How does the retail giant Coop manage to give all its brands a common communication presence? CORPORATE CULTURE Values must be communicated personally It is not only companies that have to undergo a cultural change in order to remain competitive. Public administrations also have to undergo changes. One success factor here is internal communication, as shown by the example of Bakom. TRADE SHOW MARKETING Innovation starts in the head The chances of implementing successful action programs at trade shows are good, as the trade show industry is in a growth phase. FAIR PLACES Exhibition marketing and more Gone are the days when exhibition centers rented out their halls in order to sell as many square meters as possible.Today, added value is required, and exhibition centers are tackling this challenge differently. ASSOCIATION CONTRIBUTIONS Swiss advertising Swiss Direct Marketing Association

COVER

2/07 Cover photo: clicdesign ag,Bern Cover printed on EuroArt Plus, produced by M-real Hallein, Austria

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.

FOCUS: CALL CENTER AND DIALOG MEDIA

BENCHMARKING Benchmarking increases success efficiently DATA MANAGEMENT On the right track with flair and skill DIALOG MARKETING Right on trend: performance systems in consumer goods marketing REMOTE DESK Face to face - despite physical distance

MEDIA

INTERVIEW "The medium is the message" Uli Rubner is responsible for titles such as "Facts," "Schweizer Familie" and "annabelle. In this interview, the head of Tamedia's magazine division talks about reader marketing philosophies, declining response rates for mailings and "aircraft carriers" for new launches. READER MARKETING "Mailings are such a thing..." Mailings, telemarketing, mailing and distribution campaigns - the strategies in the magazine reader market differ depending on the title. In reader research, on the other hand, the focus is primarily on the Wemf studies. OUTDOOR ADVERTISING Reach research: international trends Outdoor advertising holds significant shares of advertising spending not only in Switzerland - traditionally a pronounced poster country with a market share of around 14 percent. But as far as market research is concerned, it remained dormant until well into the 1990s. TV MARKETING New RTVA spurs private television advertising There is a sense of optimism among TV advertising marketers. The new Radio and Television Act (RTVG) opens up new marketing potential. And the acquisition of Publigroupe is having an impact on current market activity.

EDUCATION

FURTHER EDUCATION Broad spectrum of marketing education Six teaching institutes and higher technical colleges express their views on the latest developments in the field of continuing education in marketing and communications. They provide assessments of the school situation and trends. Training courses for generalists are still in high demand. MARKOM MarKom admission exam: new exam form launched For the new examination regulations for the five professional examinations in the fields of marketing, sales, advertising and PR, which will be valid from 2009, the MarKom admission examination, which is carried out on an Internet platform, will be implemented for the first time at the beginning of August. EXAMINATION A continuing education for experts The quality of examination experts is specifically promoted. The third Expert Day was held in January. The topic was the price mix; Dr. Stefan Michel was the lecturer.