m&k issue 3/2007

MARKETING & ONLINE

TITLE STORY With the barbecue chef on the winner's podium: Bell AG Turn consumers into barbecue chefs and anchor the products in the market in an appetizing way This is the strategy of Bell AG, which won the Marketing Trophy 2007 for this. There were also 15 other winners. AUTO YEAR 2007 Signs of enthusiasm and responsibility At this year's Geneva Motor Show, a spirit of optimism and enthusiasm was palpable. The big "showcase" is also always a challenge for the big "orchestra" of marketing, advertising and sales. PROCESS ORIENTATION Process-oriented communication is efficient READER OFFER Piccard, Lafontaine and BAP A special marketing event awaits M&K readers on May 3: "Nix wie bishär..." will take place with interesting speakers. BLOGGING The commercial view of the usefulness of blogs Why are blogs run, what are the benefits? CORPORATE BLOGGING Don't be afraid of weblogs, even if assessment is difficult AFFILIATE MARKETING Exciting growth years with affiliate model ASSOCIATION CONTRIBUTIONS Swiss Franchise Association SMC Swiss Marketing

COMMUNICATION

STATE OF THE ART Young Creatives Shake Up Printland Switzerland The message "Only an ad can do that", initiated in 2002 by the Swiss Press Association, was implemented for three years by well-known Swiss advertising agencies. In 2006, young creatives were brought in for the first time - with great success: the campaign will be continued in 2007. The purpose of the campaign is to make readers aware of the importance of the advertisement. STATE OF THE ART "Successful campaign" As Head of Marketing at the Swiss Press Association, Toni Vetterli is responsible for the "Only an ad can do that" campaign. He draws a positive balance, even if the success cannot be measured in monetary terms. The theme has not yet been exhausted, as there are always great ideas and creations. NEWS THE BEST OF LARS ASSOCIATION CONTRIBUTIONS Swiss advertising The Swiss Commission for Fairness writes in its 2006 activity report that intent is not a prerequisite for unfairness. Pascal Bruderer, a member of the National Council from Aargau, was elected as the new LK president. Direct Marketing Association Numerous interested parties and guests accepted the invitation to the vernissage of the dialog marketing exhibition. At the EWZ substation in Selnau, Zurich, everything revolved around quality and creativity in Swiss dialog marketing.

COVER

3/07 Cover photo: clicdesign ag, Bern

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/podcas.

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.

AGENDA

All organizers are invited to enter their marketing-relevant events themselves on www.m-k.ch in the "News" > Agenda section. The entries will be checked by the editorial team before being published.

MEDIA

INTERVIEW "The user's need is at the center". Cash has been present on all channels since the launch of "CASH daily. Christoph Bauer, Managing Director of the Cash Group, on the new Cash multimedia platform and the reactions to it, on multimedia platforms in general, on the moving, dynamic media market, and on the future of newspapers, which will probably then appear on foil ... CROSSMEDIA Media companies expand cross-media services Some organize events for customers, others offer commission incentives for cross-media sellers - Swiss media companies are very active in the field of cross-media. This is despite the fact that "real" cross-media cases are still rare. MACH BASIC New reader study with stable ranges The new WEMF readership studies are available and provide information on the reach of the Swiss print media. Conclusion: According to MACH Basic and MACH Consumer, consumer behavior will remain rather stable in 2007. MA LEADER Downward trend in leader ranges The latest survey of leaders in Switzerland and their media consumption shows a declining reach for most titles in German-speaking and French-speaking Switzerland. This trend is due to the growing number of leaders. This and more was determined by WEMF in the Leader Study 2007.

EDUCATION

NEW TRAINING SERIES Education and training in the industry With the March issue, "Marketing & Communication" launches a new series focusing on education and training in the marketing industry. What educational goals can be achieved, and what prerequisites are needed to do so? In this March issue, a prelude with the most important concept considerations and with basic knowledge for all interested parties. MARKETING EXAMINATIONS Innovations in marketing education The new examination regulations for the professional examinations in marketing, sales, advertising and PR come into force in 2009. In addition to the MarKom admission examination, the regulations have been revised and some job titles have been changed. MARKETING Communicating new values with human marketing Many companies and advertisers live by this motto: "Make do, don't spill the beans. But do the messages really reach the recipients? The 7th Seeland Marketing Event on April 26 will get to the bottom of these questions.

READSPEAK

Let read instead of read: This option is now available to users on the homepage www.m-k.ch. There, the texts are read aloud by a computer voice after pressing the icon above.

HEADLINES

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