Receive the German-language trade magazine "werbewoche" in m&k issue 4/2011 as a PDF download with the following table of contents:
MARKETING
MARKETING & ADVERTISING
Advertising must move closer to customer benefits The future of advertising - an assessment of future developments from a marketing perspective. MK interviewed selected experts from the field and from academia.
The power shift is to the customers and consumers What will be the distribution of roles between marketing and advertising in the future? Statements from selected specialists from the industry.
The coordination of activities with each other becomes more demanding What role is advertising likely to play in the marketing mix in 2015? An exciting look into the near future with statements from specialists from the industry.
ONLINE
ADVERTISING & ONLINE
Strong potential with the right application Under what circumstances can online advertising be considered "the better advertising"? Statements from selected specialists.
Online advertising will grow significantly How will the market share of online advertising develop? Assessments by specialists.
COMMUNICATION
NON ADVERTISEMENT
Advertising: one of the most important drivers for the economy The "Non-Advertising Day" on May 6 in Lugano focuses on what advertising bans, i.e. the absence of advertising, mean for the economy and society. Interesting statements from representatives of Swiss advertising SW.
ADVERTISING
"Please not boring! I wish for creative advertising"
EMOTION & INFORMATION
"Emotionality ensures share of heart of a brand"
ADVERTISING & SOCIAL MEDIA
"Social media is de facto the oldest form of advertising"
BELOW-THE-LINE
"Every touch point increases chance of being seen"
MEDIA
CONTENT & ADVERTISING
"Facebook and Twitter are replacing the classic newsroom " Google, Youtube, Twitter, Facebook, etc. are taking up more and more time in daily media consumption. This leads to the question of what significance an editorial environment will have for advertising in the future.
MASS MEDIA
"New information media will evolve into mass media" Does commercial communication using mass media have a future?
MEDIA RESEARCH
"Media brands should become plannable as a whole" What is expected from media research in the future? Opinions on this from different perspectives.
EDUCATION
EDUCATIONAL HORIZONS
Practitioners with a desire for continuing education have an advantage What job profiles and training opportunities does our industry need for the future? What qualities make professionals successful? Marketing & Kommunikation asked industry specialists about their assessment. The statements paint a revealing picture.
COMMUNICATION PLANNER
"I like the mixture of business and creativity". Why do young people work in the communications industry and what are their career goals? Graduates of this year's Federal Professional Examination for Communications Planners provide information about this. They also say why they chose this exam and how they experienced the written exam.
HEADLINES
Meeting Points Hotel of the month Source of supply index Scene
