m&k Ausgabe 3/2008 - Werbewoche m&k

Receive the German-language trade magazine "werbewoche" in m&k issue 3/2008 as a PDF download with the following table of contents:

MARKETING

TITLE STORY "More than Generics" has a strong and lasting impact How to get the generics market rolling and at the same time strongly expand image and market position? With clever and integrated marketing and communication measures, Sandoz has convinced not only market partners, but also the jury of the Marketing Trophy 2008: Gold in the category of large companies. 50 PLUS The secret target group of the automotive industry Young and dynamic, that's how car buyers are supposed to be - at least in advertising. Optimally, the new vehicles are flexible - whether for carrying sports equipment or family members. But this is precisely how the advertising messages target the lucrative 50-plus target group with precision. AUTOMARKETING Automobiles in 2008: In the spotlight of contrasts ASSOCIATION CONTRIBUTIONS SMC Swiss Marketing Swiss Franchise Association

ONLINE

TREND A new era for performance tracking? The new online reporting tool PETRA wants to set new standards in the Swiss online advertising industry. What are the advantages? AFFILIATE-BUSINESS "We are growing significantly with the online market" Interview about trends and technologies in affiliate marketing. ONLINE SHOPS E-commerce: Successful checkout process The best online store is of no use if the customer can't find his way to the checkout ...

COMMUNICATION

STATE OF THE ART Already become a cult: "18" and "18 With liberalization, competition began in directory assistance services in 2007. The launch of the number 1818 is one of the most successful product launches in recent years. For the first time ever, it succeeded in beating Swisscom. A cult brand was created. STATE OF THE ART "It also takes luck" They're not pretty, but they're very likeable: the 1818 twins who are advertising the new directory assistance. They have won the hearts of the Swiss people because the campaign is refreshingly different. Rolf Jeger from the Lowe advertising agency BSW tells us in a short interview what the advertisers were thinking when they created the campaign. SPONSORING Inseparable trio: Switzerland, snow sports and Swisscom Swisscom has been Swiss-Ski's main sponsor since 2002. The company has set itself the goal of supporting Switzerland on its way to becoming the number one skiing nation. Great importance is attached to the promotion of young talent, in which 20 percent of the sponsorship amount is invested. ASSOCIATION CONTRIBUTIONS Swiss advertising On April 25, the communications industry will meet at the Advertising Day in Lucerne. Federal Councillor Samuel Schmid gives a talk. 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 "All-media expertise is increasing day by day". He was web2com Managing Director, now he is Managing Director of Publi- Groupe's "Electronic & Interactive" division: Ueli Weber reveals in an interview whether he is the hub of the all-media strategy, what the media of the future are and what impact the reorganization of "P" will have. His key message: All-media expertise is increasing day by day. MEDIA RESEARCH MACH Basic uncovers declining reach Swiss publishers have been struggling for years with subscription losses and declining readership and reach. This trend is continuing in the latest MACHBasic period: Sunday newspapers and TV program guides continue to decline. In the latest MACH Basic 2008-1, WEMF included 320 titles in the readership study. ASSOCIATION CONTRIBUTION Swiss advertising client SWA-ASA "Recognition instead of attention - from product to customer relationship" is the title of Jörg Jelden's presentation at the SWA Annual Meeting on April 10 at the WTC in Zurich. Marketing & Kommunikation asked the Hamburg Trendbüro employee to give an outlook on the presentation in an interview.

EDUCATION

EDUCATION REFORM Reform: improvement or confusion? In the communications industry, the education reform that is to be definitively introduced in 2009 is not only praised. However, the majority is in favor. There is agreement in the industry, however, that the increased demands will require ever more professional training. PR TRAINING PR training by distance learning? The demands on PR professionals have changed rapidly and radically. Globalization, deregulation, change management, 24-hour availability: What does this mean for the education system? A distance learning provider shows how it can be done, and focuses on quality. KNOWLEDGE Check your marketing knowledge! You can test your marketing knowledge in the MK Fitness Test. COMPETENCIES New requirements necessitate new educational offerings Core competencies should not be limited to sales and marketing knowledge. Social skills are also in demand.