m&k Ausgabe 9/2008 - Werbewoche m&k

Receive the German-language trade magazine "werbewoche" in m&k issue 9/2009 as a PDF download with the following table of contents:

MARKETING

TITLE STORY Advertisements only, "if it's not a hoax..." Ringier is one of the most important advertising companies in Switzerland. Publicist Karl Lüönd has been researching Ringier's 175-year history in depth for a book. He traced the history of advertising at Ringier for MK. EMPLOYEE SURVEYS Sensitive instruments used correctly What has long since become established with customers is now increasingly becoming the norm for employees too: obtaining feedback by means of surveys. INNOVATION Success with customer proximity BRAND PIRACY Annual damage of 2 billion Marketing live Priceless quality? Price and quality were the focus of an event organized by the Swiss Marketing Club (SMC) Network Limmattal. ASSOCIATION CONTRIBUTIONS SMC Swiss Marketing Swiss Franchise Association

ONLINE

ODMF Online & Dialog Marketing Forum (ODMF) with e-commerce The Swiss Internet industry will meet for the 4th time on September 11 in Zurich for the ODMF conference. One of the main topics this year is e-commerce. ONLINE TRENDS Common mistakes in online marketing - a practical report WEB -MARKETING What ROI does online marketing bring? WEB -MARKETING Mobile: Image recognition

COMMUNICATION

STATE OF THE ART Magic Ticket: Benchmark in children's marketing With the Magic Ticket children's club, SBB has been operating an experience platform for young rail passengers aged 6 to 16 for five years. Magic Ticket replaced the SBB Junior Club as a cross-media platform in 2003. The number of members has increased massively since then. PIM Mastering media requirements with PIM Efficient data handling saves time and, above all, costs. Product Information Management (PIM) offers solutions that go beyond central data storage. The benefits of PIM are still not well enough known. The MK survey shows what is important. PRODUCT COMMUNICATION Respond faster to customer needs A recent study sheds light on the relationship between Product Information Management (PIM) and Master Data Management. With centralized data storage, it is also possible to respond more quickly to customer needs in product communication. PUBLIC RELATIONS Pitfalls in DACH communication Economic cooperation in the DACH region is flourishing. This makes it all the more important that cooperation is also effective at a communicative level. A common language is hardly enough for smooth communication. ASSOCIATION CONTRIBUTIONS Swiss Direct Marketing Association Swiss advertising

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 "Blick" Group relies on flexible advertising offers Thomas Passen, Head of the "Blick" Group and member of the Executive Board of Ringier Switzerland, on sales from a single source, the strength of the "Blick" brand, "Blick am Abend", littering, the consequences of pure advertising financing of products and the future of the tabloid. MACH BASIC Free newspapers are on the rise 26 print titles and title combinations show a significant decline in readership reach in the latest edition of the MACH Basic national readership study. Eight titles are on the upswing, most strongly the free press in French-speaking Switzerland. SCREEN UP Is TV advertising migrating to the Internet? The most important Swiss industry meeting for TV providers and marketers is once again dedicated to program screenings this year. The congress theme is "TV works". However, various studies predict that TV advertising will migrate to the Internet. NEWSPAPER PUBLISHERS Convergence as a Cure for the Downturn? The annual publishers' congress of the Swiss Press Association is taking place against the backdrop of a looming economic downturn. Media groups are still optimistic and launching cross-media projects. However, the handbrake has already been pulled here and there.

EDUCATION

SOFT SKILLS Ideal mix of emathy and assertiveness Whether we talk about soft skills or emotional skills is ultimately irrelevant - good and successful managers need human qualities that are at least as pronounced as professional ones. In the industry, the trend towards soft skills is reflected in a growing number of corresponding offers. EMPLOYEE MANAGEMENT 357 Sales coordinators with federal certificate of proficiency On August 29, 2008, 357 sales coordinators from the 2008 cohort received their federal certificates at the Hotel Casino in Lucerne. The success rate was a record. CAS CAMPAIGNING "More generalists are needed in marketing again" Most training and further education courses promote specialization. However, the HWZ School of Business offers a certificate course for "generalists": CAS Campaigning. PR TRAINING Labor market compatible and networked At SPRI, PR practitioners teach practitioners.