Superfluous image tool
Op-ed by media specialist Christof Kaufmann on the cross-border advertising package «D-A-CH.».
Guest commentary Media budgets today are
globally, Christof Kaufmann knows - and still wonders
The Tagi & Co. three-country combination has thus been offering the
Advertising combination "D-A-CH" cross-country advertising budgets
international customers. A four-color page costs 92700 euros and
appears in the daily newspapers Süddeutsche Zeitung (SZ), Der Standard
and Tages-Anzeiger. The advertising network is cheaper than the
Individual assignment of titles. The industry standard.
This also applies to the central booking office at a
SZ subsidiary. Fine. Many thanks to the three publishers. The
The world is globalizing. In this context, this offer is actually
and to support it. After all, it brings together 2.1 million
readers, 500,000 of them managers. And this in the economic centers
Munich, Vienna and Zurich.
But things will turn out quite differently. International media mandates will be
synergies, benchmarks and best-practice cases, the longer the
more with international networks. Their task is to
in line with the central or country-specific marketing strategy in the
the task of media strategy and planning for each country.
adopt. Clearly country-specific budgets with a focus on geographical
assigned target groups. Because "scatter loss" also means,
Swiss media money into the neighborhood. Freer
Passenger traffic or not.
It may be that a few luxury goods and financial service providers
that can and want to offer their products on a pan-European basis.
But even with car manufacturers, I have the greatest concerns: the
Products are similar, often even identical, but all the other products are
Instruments (price, distribution, positioning,
communication platform, etc.) are fundamentally different. The
The truism "all business is local" therefore applies to the local-regional
marketing mix is of crucial importance. And although the
Globalizing the spread of budgets, customers and even psychographics, so
that may sound crazy.
The combination was also created for image reasons,
says Tagi. Image may be "everything", but it remains
nothing" if there is no return on investment. I can
I can't imagine that there are many fish in the big pond of
media agencies will scramble for this bait. That's why I hope for the
publishing groups involved that they can offer their potential customers
can find them themselves. This advertising network helps us
to meet the increasing customer needs every day.
For us, the following still applies with/without Tages-Anzeiger and with my
Colleagues with/without Süddeutsche Zeitung or with/without Der Standard.
Hurray for individuality in the global media market.
globally, Christof Kaufmann knows - and still wonders
The Tagi & Co. three-country combination has thus been offering the
Advertising combination "D-A-CH" cross-country advertising budgets
international customers. A four-color page costs 92700 euros and
appears in the daily newspapers Süddeutsche Zeitung (SZ), Der Standard
and Tages-Anzeiger. The advertising network is cheaper than the
Individual assignment of titles. The industry standard.
This also applies to the central booking office at a
SZ subsidiary. Fine. Many thanks to the three publishers. The
The world is globalizing. In this context, this offer is actually
and to support it. After all, it brings together 2.1 million
readers, 500,000 of them managers. And this in the economic centers
Munich, Vienna and Zurich.
But things will turn out quite differently. International media mandates will be
synergies, benchmarks and best-practice cases, the longer the
more with international networks. Their task is to
in line with the central or country-specific marketing strategy in the
the task of media strategy and planning for each country.
adopt. Clearly country-specific budgets with a focus on geographical
assigned target groups. Because "scatter loss" also means,
Swiss media money into the neighborhood. Freer
Passenger traffic or not.
It may be that a few luxury goods and financial service providers
that can and want to offer their products on a pan-European basis.
But even with car manufacturers, I have the greatest concerns: the
Products are similar, often even identical, but all the other products are
Instruments (price, distribution, positioning,
communication platform, etc.) are fundamentally different. The
The truism "all business is local" therefore applies to the local-regional
marketing mix is of crucial importance. And although the
Globalizing the spread of budgets, customers and even psychographics, so
that may sound crazy.
The combination was also created for image reasons,
says Tagi. Image may be "everything", but it remains
nothing" if there is no return on investment. I can
I can't imagine that there are many fish in the big pond of
media agencies will scramble for this bait. That's why I hope for the
publishing groups involved that they can offer their potential customers
can find them themselves. This advertising network helps us
to meet the increasing customer needs every day.
For us, the following still applies with/without Tages-Anzeiger and with my
Colleagues with/without Süddeutsche Zeitung or with/without Der Standard.
Hurray for individuality in the global media market.
Christof Kaufmann is CEO of the Swiss branch of the global media agency network OMD.
