The study entitled "Reporting on online marketing" was carried out as part of a group semester project by five students at the HWZ University of Applied Sciences in Business Administration Zurich. The study examined the areas of digital advertising in which visible developments occurred between 2007 and 2010. To this end, reporting in the publications Persönlich, Marketing & Kommunikation and Werbewoche was analyzed.

First online strategy via online stores

According to the authors, the main aim of the work was to provide an overview and insight into the new generation of the Internet, Web 2.0. This has shown that in the year 2007 the marketing and advertising industry was still skeptical about Web 2.0 and wondered how it should use the changed Internet for itself. The industry was not in agreement about the sense and nonsense of social networks and corresponding advertising campaigns on such networks. In the beginning, some assumed that these were gimmicks and would disappear from the market again. Nevertheless, there was already talk at the time that online stores were booming. The authors conclude that the first successful online marketing strategy was via online stores.

According to the analysis, 2007 was the year of reporting on Google. The services and the company were thoroughly scrutinized in the trade magazines. All other search engines were measured against Google's advertising figures.

Another topic in 2007 was advertising emails. Werbewoche was rather critical in this respect, the authors write. They questioned whether these emails were really legal. Other important topics in Advertising Week were the financing of print media and the increase in print circulation figures via online activities.

In the year 2008 trade journals have been asking the question of the efficiency and effectiveness of online marketing and how to measure it. Since this year, the click-through rate has been a constant term.

Skepticism becomes open-mindedness

2009 the trade press reported on the steady growth of social networks, as the study also shows. Blogging was declared to be tweeting and thus once again a trend activity. In the summer of 2009, there were more and more reports that Facebook and Twitter would make traditional marketing look pale. At the same time, the importance of CRM (Customer Relationship Management) was a hot topic. From this point onwards, reporting turned from skepticism to openness to new possibilities.

Werbewoche took a critical look at online advertising and asked what would happen to reputations if online advertising was poor. According to the study, 2009 was generally the year in which Werbewoche took a critical view of online marketing. The reporting in the year 2010 In the area of online marketing, all three magazines focused on Google and social networks.

In summary, the authors come to the conclusion that "Marketing & Kommunikation magazine dealt most intensively with the online topic", Persönlich dealt with it "very sporadically", and the reports in Werbewoche "focused more on advertising for than on reporting on online marketing".

Top companies in the analysis.

Evaluation of magazines.

Source: Reporting on online marketing. An empirical report analysis in the magazines: "Persönlich", "Werbewoche" and "Marketing & Kommunikation" in the period 2007 to 2010. Group term paper, submitted to Prof. Dr. Rödiger Voss, Zurich University of Applied Sciences HWZ Hochschule für Wirtschaft Zürich. Authors: Askim Eroglu, Cornelia Meyer, Özlem Sahin, Serdar Gülseker, Ny Chung Lor. The graphics were taken from the term paper.

(Photo: Keystone)

 

Since its beginnings, Spotlight has seen itself as a festival for German-language spots, according to the organizers. An orientation that needs to be rebalanced in the age of globalized communication. After all, well-made virals or commercials are watched worldwide, posted on YouTube or forwarded via links. That is why, from this year onwards, there will be an award for the best international adaptation, regardless of the original language. However, the submitted commercials must be easily understandable for a German audience, i.e. usually either dubbed or subtitled.

The registration deadline is coming to an end these days. Entries for the new award, as for all competitions, must be submitted by January 21, 2011.

 

The advertising space is extremely colorful, with lots of small photos. And as if that wasn't enough, movement had to be added. An orange rectangle with the name of the advertiser is constantly moving into the picture from the left. Soon the area expands, then it continues on the right-hand side. Four smaller areas open and close like little cards. The fields disappear and the whole thing starts all over again. With this advertising, you could easily forget that there is anything else on the website. If you do try to read an article, it requires a good deal of concentration. Dear readers, after consulting our advertising manager, I can assure you: we would never do anything like this to you! Advertising is great, of course. But the main focus of a website with editorial content should be on the content.

Meedia.com

 

Of all electronic media, the public rated SRG radio as the best in terms of quality (74% satisfaction). Comprehensibility, professionalism, credibility and the relevance of the information on offer were rated as the strengths of public service radio. SRG television received the second-highest marks (66% satisfaction). It also scored well in the same four criteria.

Overall, the audience rates private local radio stations similarly to SRG TV (64% satisfaction). Here, comprehensibility and the importance of local and regional events are seen as strengths. In contrast, the relevance of the information offered and the balance are rated lower than with SRG. In addition, the range of information on politics, business and culture is rated as below average in a media comparison.

Lower marks for regional television

In terms of quality, regional television receives the lowest rating in the media comparison. The quality of comprehensibility and the importance of local content were rated as good. However, the audience gave poor marks to the entertainment value, the balance of the program and the professionalism of the program creators and their contributions.

On average, the most frequently used medium by the Swiss public is SRG television programs. Daily newspapers are in second place, followed by the Internet and foreign television programs. SRG radio is in fifth place.

About the study

The study results come from a telephone survey (November 2009) conducted by the Demoscope research institute on behalf of Prof. Dr. Heinz Bonfadelli and Dr. Benjamin Fretwurst from the IPMZ (Institute of Mass Communication and Media Research at the University of Zurich). The study was financed by Bakom. It is part of a research package to monitor the quality of radio and television programming, which includes audience surveys, program analyses and an examination of SRG's online offering. The research program is intended to stimulate public discussion about the performance of radio and television broadcasters. The results of the program analyses will be published at the end of January 2011.
 

However, Facebook members and data privacy activists had criticized that many users could unwittingly agree to their data being passed on. Now Facebook has announced that it will make it even clearer when someone asks for access to an address or phone number. Until then, the function will be suspended.

At the same time, Facebook confirmed on Tuesday that sharing information could also be convenient for users because they would not have to type in all their information again on shopping websites, for example. However, security experts had also warned against programs that are specially designed to tap user information.

Facebook: User data passed on to advertising companies

 

The Theater an der Winkelwiese kicks off the 2011 spring season with the Swiss premiere of "Die letzte Botschaft des Kosmonauten...", directed by theater director Stephan Roppel. The season will be followed by further performances, readings and panel discussions.

Responsible at Theater Winkelwiese: Stephan Roppel (overall responsibility), Andrea Schmid (dramaturgy). Responsible at Vizner Borel: Lajos Vizner, Guillaume Borel (overall responsibility), Florian Steiner (art direction), Andrea Vizzarro (consulting). Photography: Gérard Pétremand (angle), Scheffold Vizner (poster).
 
 

(Image: CR Basel)
 
While the well-known motif with the stick figures is immediately recognizable, the restaurant motif requires a little more imagination (see picture gallery below). It actually advertises a restaurant, which explains the cutlery. But what the forks and knives do there might not be clear to everyone - at least at first glance. For those who are looking, the tiny text that draws attention to the restaurant's aphrodisiacal menu will help. However, once it has clicked, the subjects can be viewed for a little longer.
 

 
 
 

The "Tips for quitting" concept developed by Wirz is a successor to the subjects of "As soon as a job becomes available". The background to the campaign is the wide range of offers on the platforms, which tempt people to start a new job as quickly as possible. The campaign therefore dramatizes ways to get rid of your old job quickly. Airline pilots are suddenly doing loops and firefighters are roasting cervelats on an open fire. Spots for cinema and TV, advertisements and various online formats were realized with the aim of making Jobwinner.ch even better known in German-speaking Switzerland and Jobup.ch in French-speaking Switzerland.
 
The campaign is complemented by a separate website and activities on Facebook. At www.stelle-loswerden.ch, users can enter their own tips or rate other ideas. The best tips will be used for the campaign and realized as subjects or commercials. Prizes will also be awarded for the most original ideas.
 

 

New website for Jobup.ch
 
The French-speaking Swiss job platform Jobup.ch recently went online with a new design. The brand identity corresponds to that of its German-speaking Swiss sister platform Jobwinner.ch, which underwent a complete relaunch in September 2010. Both portals are operated by Jobup, a joint subsidiary of Edipresse and Tamedia with offices in Zurich and Geneva.
 
 
 

 

True to the previous concept, each TV spot tells the story of a specific cooking idea for the versatile tuber - representative of the collection of over 200 recipes on Kartoffel.ch. The spots can be seen on Swiss television and in various advertising windows. The first wave began at the end of December and will continue until February. Two further waves are planned for April and September.
 

 
Responsible at Swisspatat: Ernst König (Managing Director) and Barbara Brönnimann. Responsible at the New Lgk: André Benker (Creative Direction), Andreas Szentkuti (Text), Dominic Beyeler (Art Direction), Silvano Spezia, Diana Geissbühler (Consulting), Lukas Strebel (Direction and Camera) Solid & Hallerfilm (Film Production), Balz Bachmann, Artur Beul (Music).
 
 

 

This is the only way for brands to ensure they have a presence wherever their customers are looking for them. They would also have to decide whether to offer different content on Twitter or Facebook than on their own website, according to Sana Carlton, Managing Director of Millward Brown.
 
In addition to this main trend, the market research institute has identified ten other trends: The Online Shopping will grow and continue to develop. The lack of «tangibility» of the products can be overcome through augmented reality. Due to Online Displays in New Formats There would be an increasing effort to integrate brand messages into the ad itself, for example, using expandable formats and interactive features that display a section of a microsite or social media page. In addition, there would be Viral Videos is playing an increasingly important role in digital campaigns.
 
In addition, advertising executives would focus more on optimizing their online video campaigns in 2011, and there would be more Web-specific video content ... The budgets for mobile advertising campaigns would be affected by the growing Target Audience for Mobile Advertising grow significantly. Brand manufacturers would also increasingly Geolocation Services use to track their location—for example, apps like Shopkick, which automatically award points or send offers when users enter a store. Thanks to services like Facebook Places and Foursquare, more and more brands are using location data—possibly in conjunction with data from loyalty cards.
 
Search engines would more personal, more mobile, and more effective. Millward Brown believes that consumers will be willing to compromise on privacy in exchange for more relevant search results. Search results will also be presented in a more visually appealing way, so marketers will need to understand how search affects their brand.
 
There will also be further innovations in 2011 regarding the Development of New Games . In addition to growth in social gaming, the capabilities of Apple’s iPhone and iPod touch are also expected to attract more casual gamers. Brand placement in games could be a successful strategy here, provided the brand is a good fit for the game (according to Dynamic Logic). The research institute cites the Integrating Brands into Social Networks . Finally, it should be noted that the The Battle for Data Protection on the Internet increase, as consumers' power in this regard grows.

 

 
 
For more information and the full report:www.millwardbrown.com. 

Accordingly, Google promised to grant publishers control over the use of their content and to ensure greater transparency in advertising revenues. The publishers' association FIEG had accused Google of abusing its dominant position in 2009. In an initial statement, association president Carlo Malinconico welcomed the fact that the antitrust authority had looked into Google's activities in the publishing industry for the first time. He added that this was only an initial response, which must now be followed up by action on the part of the legislature. Malinconico also referred to similar investigations in France, Germany and the EU Commission. It remains to be seen to what extent the settlement in Italy will influence the other proceedings in Europe.

Google's willingness to make changes to its terms and conditions does not mean it has any doubts about its own business model, the company says. "We are confident that Google complies with all competition laws in Italy and the EU," it said in a statement. However, there is always room for improvement, it added.
 

 

The submission period for the ADC Competition 2011 runs until January 24 for works from 2010. Works from January 2011 can be submitted until February 21, 2011. The ADC exhibition, which will be open to visitors from May 6 to 8, 2011 as part of the ADC Festival 2011, will once again showcase all the work submitted from the ADC Competition and the ADC Young Talent Competition.
 
Further information and conditions of participation: Adc.com.

Click here for the complete List of all jury chairmen and jury members.