Publisuisse customer magazine Impact: De Weck talks about advertising
In the cover interview of the March issue of the Publisuisse customer magazine Impact, the new SRG Director General Roger de Weck talks about his relationship with advertising and reveals a surprising side.
Roger de Weck comments on the advertising industry: "First of all, TV advertising is fun," he says. He is one of those people who enjoy watching commercials, who come up with new ideas, who are happy about successful advertising and annoyed by banal ones. He owes a life experience to the advertising industry: "When I completed a traineeship as a publishing salesman at 'Die Zeit', I was an advertising salesman." He therefore has a lot of understanding for this industry. "I was an advertiser myself, launching campaigns for the 'Tages-Anzeiger' and 'Die Zeit'. I would also have liked to have worked as a copywriter in an agency - because of this passion for concise, precise wording." Then a surprising "confession": he once even wrote copy for a friend as part of a famous campaign.
In addition, a background article shows that practically all of Switzerland's leading brands - including Ovomaltine, Tilsiter and Zweifel - rely heavily on TV advertising in SRG programs. "Relevance and quality are what make a broadcaster credible," says Roger Harlacher, Director Marketing & Sales at Zweifel. "And SRG is a stable brand, stands for quality and Swissness and is firmly anchored in the Swiss viewer market." In addition: Why Switzerland Tourism, Möbel Pfister and now the department store chain Manor are also relying on TV campaigns.
The Impact Zoom insert magazine examines, among other things, how important the quality of a channel is for the impact of advertising messages. A new study by market research and strategy consultancy Zehnvier, in which Prof. Dr. Florian Becker from the Wirtschaftspsychologische Gesellschaft (WPGS) was involved, underlines precisely this. Thanks to a new "implicit" survey method, they were able to take a deeper look into the minds of the public for the first time. And the results speak for themselves: in the program environment of SRG broadcasters, advertisers benefit particularly from a positive image transfer.
The Publisuisse customer magazine Impact is published in German and French. It can be here can be subscribed to free of charge. Impact is realized by the Biel agency Textatelier.ch and the graphic design studio Tasty Graphics in Berne.
