m&k issue 4/2010

MARKETING

INTERVIEW Valuable communication extends the advertising franc TITLE STORY Advertising: Outlook on brand strategies Benchmarks are in demand - in advertising they provide particularly interesting insights. Brand and advertising strategies. BRAND MANAGEMENT The virtues and the challenges ADVERTISING TRENDS An industry needs to reinvent itself ASSOCIATION CONTRIBUTIONS SMC Swiss Marketing Swiss Franchise Association

ONLINE

INTERVIEW A nose ahead in performance optimization ONLINE ADVERTISEMENT Clear added value in today's environment The advantages of target group-specific online advertising E-COMMERCE Trends 2010: New impetus for the market

COMMUNICATION

STATE OF THE ART Excellent text blocks are good for the image in the long term At the ADC judging in 2010, the work "hybrid text blocks" for Mercedes was awarded gold and silver. UNIQUENESS Advertising needs a good, unmistakable idea BSW Advertising for advertising for the BSW anniversary SPONSORING Networked across all communication disciplines ASSOCIATION CONTRIBUTIONS Swiss advertising Swiss Direct Marketing Association

MEDIA

INTERVIEW "Self-marketing brings more responsibility" Martin Kall, CEO of Tamedia, on the relationship between journalism and advertising and self-marketing. TRAFFIC MEDIA Advertising in public transport largely resistant to crises Public transport in Switzerland, with its dense network, is ideally suited for special advertising media. WOMEN AND LIFESTYLE Stable readership figures support appreciation ASSOCIATION CONTRIBUTION Swiss Association of Advertisers

EDUCATION

COMMUNICATION Why good advertisers regularly go to school The demand for further training in advertising and communication remains high, even in difficult economic times. PROFESSIONAL EXAMINATION An important act for young communication professionals An insight into this year's Federal Professional Examination for Communication Planners at the "Neue Theatersaal Spirgarten" in Zurich. SOCIAL MEDIA Web 2.0: What benefits do consumers expect? In order to sensibly integrate the communication channels of social media in Web 2.0 into the marketing mix, it is essential to know their effect.

HEADLINES

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

COVER

4/10 Cover photo: clicdesign ag, Bern