Receive the German-language trade magazine "werbewoche" in m&k issue 7-8/1988 as a PDF download with the following table of contents:
Focus: Advertising/Media
HOLISTIC COMMUNICATION AS A SUCCESS INSTRUMENT
The traditional marketing instruments seem to be increasingly worn out and no longer fully meet the requirements of the market. Author and PR consultant Peter Zimmermann wants to show that PR is increasingly taking on a key role in a modern marketing communications concept.
PSYCHOLOGY IN ADVERTISING
The basic elements of successful advertising change only insignificantly in the long term. Nevertheless, it cannot be overlooked that in some cases the most elementary psychological insights are disregarded in advertising. In his article, author F. Schwöb recalls the most important psychological elements.
SUCCESSFUL ADVERTISERS ARE ALWAYS SUCCESSFUL SALESPEOPLE AS WELL
A thoroughbred advertiser's fulminating plea for close cooperation instead of coexistence between advertising agency and internal advertising and/or sales department. Author Gerd Hoisch.
BRAND NAMES AS A STRATEGY TOOL
All too many companies today settle for 08/15 solutions when searching for and choosing a brand name. But an American marketing insight says: "The name can make or break a product." Author Helmuth Höfler therefore pleads for a professional approach when determining brand names.
MEDIA 2000
Barbara Domeyer and Peter Spichiger report on a Delphi study with representatives of the advertising industry, the press and SRG, with the aim of clarifying the development trends on the advertising markets for the coming decade.
E-ADVERTISING AND ITS IMPORTANCE
Although advertising money still flows mainly into print media and direct marketing activities, electronic media have become the main medium for at least some product groups in recent years, according to an IHA survey.
INFORMATION CHANGE IN THE CAPITAL GOODS INDUSTRY
Today's people must learn to absorb information selectively. It is in the nature of things that trade journals, as target group-oriented media, already make a significant preselection. They are therefore by far the highest and most intensively used media. Author: H.Gysling.
QUALITATIVE AND QUANTITATIVE ASSESSMENT OF TRADE JOURNALS
Still far more people are concerned with HOW to advertise than with WHERE. Thus, the selection of advertising media is often taken lightly. Very much to the disadvantage of the one who pays for the advertising. A contribution by André Almy.
YOUTH MARKETS - YOUTH ADVERTISING
A deeper understanding of the young generation, its driving forces and behavioral patterns is the indispensable prerequisite when it comes to dealing effectively with youth markets. A contribution by Prof. Dr. O.W. Haseloff.
A MEDIUM COMES OF AGE
V&M interview with PROMOSWISS president on gift advertising.
Roundtable discussion
OUTPLACEMENT - RECYCLING FOR MANAGERS
V&M author Anne Rüffer feels Dr. Max Becker (ABB Asea Brown Boveri), Dr. Heinrich Eichenberger {partner Korn/Ferry International), Charles Zijdervelt (Econova Placement AG) and Peter Keller* (outplacement candidate) on the Zohn. (* Name changed by the editors)
Marketing Spectrum FRG
Marketing
STRATEGIC CORPORATE PLANNING IS ONLY AS GOOD AS ITS OPERATIONAL IMPACT
Strategic planning and leadership is on everyone's lips. And they all talk about planning models of this or that university focus. But are these models really always designed for practice? Doubts are allowed. Author René Moser says what matters in practical use.
Sale
SELLING AT A TRADE FAIR
The trade fair is the stage for comparing competitors. This is where the customers of an entire industry meet. And nowhere do they have better opportunities for comparison. Here, the exhibitors' performances are compared point by point. Contribution by Rolf Leicher.
Leadership
MOTIVATION THROUGH GUIDING PRINCIPLES - COLORFUL BALLOONS?
Questions of meaning are finding fewer and fewer convincing answers. And mission statements, whether for young people, entire ethnic groups or for companies, are a delicate, problematic subject. Contribution by Dr. Klaus P. Horn.
Training
MANAGER 2000: NO CHANCE WITHOUT FURTHER TRAINING
The Manager of the Year 2000 is also a man of flesh and blood. He possesses qualities that have always characterized the successful entrepreneur. But he works in a changed and constantly changing environment and with new methods. Author: Dr. F. Haselbeck
CONSTANTS IN THE TRAINING OF MANAGERS
A manager who allows his manual and physical skills to atrophy becomes one-sided. Management education should always rest on three pillars and address three areas: soul, body and intellect. Contribution by J.A. Egli
Economy
SWITZERLAND'S ACCESSION TO THE EC: OPPORTUNITY OR FATE?
by Dr. Bernhard Hediger
