m&k Ausgabe 8/2008 - Werbewoche m&k

Receive the German-language trade magazine "werbewoche" in m&k issue 8/2008 as a PDF download with the following table of contents:

MARKETING

TITLE STORY Steady growth thanks to clear positioning For 100 years, the Halter brand has stood for quality and enjoyment in the international confectionery market. The reference to Swissness is not an end in itself here, but a "reason to believe". SUISSEEMEX TRADE FAIR Turning Visions into Business - all inclusive Around 350 domestic and foreign exhibitors and 11,000 executives and industry professionals are expected to attend the second edition of Switzerland's only business platform for marketing, communications, events and promotions in Zurich. AFFINITY SCORING From data to information On the use of affinity scoring to control and optimize direct marketing mails: Statistical methods have been in use for some time to analyze customers for their needs. The goal: The right offer to the right customers! DATA MINING Individualization of the dialog ASSOCIATION CONTRIBUTIONS SMC Swiss Marketing Swiss Franchise Association

ONLINE

E-BUSINESS SuisseEMEX '08 goes e-business In the semantic web, or Web 3.0, web page content is understood by computers. Now this vision of the Internet "inventor " Tim Berners-Lee is taking concrete shape. SEARCH ENGINE MARKETING Banners support effect of keywords Many online advertisers ask themselves the question about the efficient media mix. ADWORDS Maximize ROI on AdWords campaigns

COMMUNICATION

STATE OF THE ART You can never look good enough at Bernie's Fashion advertising wastes a lot of potential for differentiation. This is shown by a recent study. There is often a lack of lasting positioning. Bernie's is quite different. With the help of Wirz advertising, the retailer in the high-price segment is now perceived as a strong brand. Even within the company, the claim has become a kind of "wisdom". INTEGRATED COMMUNICATION A practical communication model A new model for integrated communications management is the basis of the Swiss Forum for Integrated Communications and the presentation of the Corporate Communications Award, which will take place as part of the Forum on September 11, 2008. CUSTOMER GIFTS Are customer gifts (still) an issue? Are customer gifts really still an issue at the turn of the year? If so, which products and promotional gifts are in vogue? What is the development of the price level and what is the future? "Marketing & Communication" has asked and found that customer gifts are still very much in demand. ASSOCIATION CONTRIBUTIONS Swiss advertising Swiss Direct Marketing Association Promoswiss

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 "Advertising revenues are becoming increasingly important for the media" On September 11, the members of the Swiss Press Association will meet for their annual congress in Montreux. With this in mind, "Marketing & Kommunikation" asked the association's managing director, Hanspeter Kellermüller, about current issues from the perspective of advertising clients. FREE PRESS "Speaking the language of advertising and media agencies" Movement has come into the market of free advertisements: There are new titles, new offers, new tools. The "free" image has changed positively thanks to the commuter newspapers. But there is still a lot to do... RADIODAY 2008 Quo vadis, radio advertising? For all professionals working with the medium of radio, RadioDay08 is the highlight of the year. On Thursday, September 11, the industry will meet for interesting presentations and discussions at the World Trade Center in Zurich. Top speaker is Federal Councillor Moritz Leuenberger. Dr. Georg Häusel, Managing Director of Gruppe Nymphenburg, will talk about "Radio advertising - the power of the unconscious". A top-class panel will discuss the future of radio advertising. On RadioDay08, the "Radio of the Year 2008" will also be awarded. PROGRAM MEDIA "Brand image of program guides is unjustified" Broader editorial offerings, clear positioning, more genre marketing: This is how industry leader Axel Springer Schweiz wants to improve the position of TV magazines in German-speaking Switzerland. In French-speaking Switzerland and Ticino, the trends are similar. Online platforms also play a role in the realignment.

EDUCATION

BACHELOR'S DEGREE The gateway to a career The complex information society places high demands on marketing and communications specialists. Bachelor students at the Lucerne School of Business learn what it takes to be successful as future specialists in the Communication and Marketing specialization. A field report from practice. CLUB 55 Club 55 - 50 Years of Experience without any Limit The renowned Club 55, European Community of Experts in Marketing and Sales, celebrated its 50th anniversary in Lugano this June. At the annual congress, the Awards of Excellence are also presented to top personalities from the world of business and corporate culture. MEDIAL EDUCATION Media permeate the educational landscape The growing importance of the media industry for all communications professions is also reflected in the range of continuing education courses on offer. Courses without a specific reference to the media have become rare. A survey of specialists in the industry reveals further trends.