m&k issue 7-8/1991

Receive the German-language trade magazine "werbewoche" in m&k issue 7-8/1991 as a PDF download with the following table of contents:

Current: Advertising/Media/Promotion

DOES THE COMMUNICATIONS INDUSTRY NEED MERGERS TO REMAIN COMPETITIVE? The concentration process in the advertising and PR industry is also affecting Switzerland. What are the considerations, motives and constraints behind this? Will the trend toward mergers and cooperations continue or wane? Aloys Hirzel, Delegate of the Board of Tricommunications Holding AG, analyzes current developments and outlines future scenarios. MARKETING 2000; IS THE MARKET PERFORMANCE OF THE CLASSIC ADVERTISING AGENCY STILL IN LINE WITH THE MARKET? The market performance of the classic advertising agency must take into account the changed framework conditions of marketing and marketing communication. Robi Weber, Delegate of the Board of Directors of TBWA, Zurich, examines the future framework conditions and outlines the strategic options for advertising agencies. OF THE DIFFICULTY OF CHOOSING THE RIGHT ADVERTISING AGENCY Anyone who has decided to work with an advertising agency is initially faced with the "agony of choice". Who provides information about the agencies and their services? Which industry bodies can help? Who provides neutral advice? Industry expert Piero Schäfer offers practical tips. CLEANING THE DOOR IN THE ELECTION BUSINESS? Can politicians learn from toothbrush manufacturers when it comes to handling communications policy? How good is the communicative competence of our elected representatives? What about the efficiency of political communication forms in general? Dr. Beat Schaller takes a close look at the public relations work of parliamentarians. ADVERTISING NEEDS CREATIVE FREEDOM The rampant interventionism in Europe in the form of advertising bans at national and supranational level has far-reaching consequences for the communications industry, consumers, but also for the further development of the free market economy per se. Dr. J. Löffler comments on a remarkable BSW conference on this topic. LAUNCH OF NEW PRODUCTS WITH CREATIVE PROMOTION Launching new products is not necessarily a question of cost. Attractive ideas are much more important. Our article by Erwin Ihr shows how the company "Regent" in Basel promotes a new product line. A GOOD GOODS PLACEMENT - WHAT MATTERS In presentation rooms, at trade fairs and in exhibitions, the display and decoration of products in a way that promotes sales is crucial. Wherever customers enter an exhibition or demonstration room, there are hot and cold zones. Rolf Leicher gives tips on sales-effective presentation.

Marketing

SNOWSHOE TREKKING AS A MARKETING TOOL? Customer gifts like calendars and pens are often embarrassment gifts. Our article by Hedwig Schaffer reports on an interesting experiment with adventure travel, which gives loyal customers unforgettable experiences.

Varkauf

WHY DO SALESPEOPLE FAIL? With increasing competitive pressure, the pressure to succeed inevitably grows on sales staff. More and more often, psychosomatic symptoms occur in this environment. Hartmut Volk shows ways out of this dilemma.

Computer Science

EYEWASH AROUND THE CD-ROM ADDRESSES? Our recent article on this topic triggered a controversial discussion in professional circles. Also at the last meeting of the Swiss Association for Direct Marke ting, the use of the GOROM telephone directory as an address source was once again discussed. Hans Rohner shows what is in mature solutions.

Media Extra

WOMEN'S MAGAZINES: THE MARKET IS MOVING AFTER ALL The slump in the advertising business is also affecting women's magazines. An article by Raymond Lüdi. RINGIER'S ENTRY INTO THE PRIVATE TELEVISION BUSINESS Interview with Honsjürg Deutsch and Hans Peter Stöhli MEDIA RETRO HORER RESEARCH IS EXPANDABLE Radiotele AG in Zurich has been in the media spotlight in recent months in connection with the Uber gang of Eurosport from Sky Television to TF1. Dr. J. Löffler talked to the managing director of the leading company in the field of advertising for all three electronic media, Bruno Oetterli, about the current problems of radio and TV advertising. L'ILLUSTRE: ONCE AGAIN A SAFE BET ON THE WESTERN SWISS MAGAZINE MARKET After a long dry spell, the West Swiss weekly L'illustre seems to be back on the road to success in the reader advertising market. Dr.J. Löffler talked to the former editor-in-chief and current managing director of "Ringier-Romandie" Theo Bouchat.

Education/training

THALWIL CENTER FOR CORPORATE MANAGEMENT EXPANDS ADVERTISING ASSOCIATION BDW DRAWS "CONSEQUENCES" WITH PERFECT CONGRESS SHOW OVER THE STAGE DIRECT MARKETING FOR BANKS INTERNATIONALIZATION AT THE GERMAN FRANCHISE ASSOCIATION

Meeting Points Switzerland

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