In the “Awareness” category, the campaign for Sihlcity by the advertising agency Spielmann, Felser, Leo Burnett ranks first, followed by the ad for Max Shoes by the advertising agency Jung von Matt and the ad for Axpo by Young & Rubicam. The ad for Max Shoes ranks first in the “Uniqueness” category, while the ads for Thomy by Young & Rubicam and Dar-Vida by Jung von Matt are tied for second place. In the “Brand Fit” category, the ad for Thomy takes first place, ahead of the in-house ad for Max Havelaar and the “Headrests” ad by the advertising agency cR basel. Thomy also wins in the “Likeability” category, ahead of Dar-Vida and Max Shoes.
> Results at a glance
> Detailed results
Question and methodology
Method: Computer Assisted Web Interviews (CAWI).
Instrument: Online interviews via the Marketagent.com reSEARCH platform.
Target group: web-active people from German-speaking Switzerland between the ages of 14 and 59.
Sample size: n = 501 net interviews, random selection according to quotas.
Survey period: May 5, 2010 – May 13, 2010.
Questions:
- We introduced you to some ads at the beginning of today's survey.
Which of these ads do you remember? Please name the advertising companies or the brands advertised. (Awareness)
– In your opinion, to what extent do these ads stand out from other advertisements in newspapers, magazines, and periodicals? Please rate each on a scale of 1 (= stands out
does not stand out at all) to 6 (= stands out very strongly). (Uniqueness)
- To what extent do these ads fit the image you have of the respective brands/companies? Please rate each from 1 (= does not fit my image of this brand at all) to 6 (= fits my image of this brand very well). (Brand Fit)
- To what extent do you like the following ads? Please rate each from
1 (= I do not like at all) to 6 (= I like very much). (Likeability)
The values printed are in each case the top box ratings "stands out very strongly", "fits very well with my image of the brand", "I like it very much".
The author of the representative «Impact-Check» study is Marketagent.com Switzerland, a company specializing in online market and opinion research, which has an ISO-certified panel of 20,000 respondents in German-speaking and French-speaking Switzerland. Marketagent.com Switzerland is a subsidiary of the leading Austrian market research company Marketagent.com online reSEARCH GmbH and the Swiss communications agency Contract Media AG.

The 30-second TV commercial for the new preparation "Priorin LF" also has a strong impact thanks to the background music by composer Moritz Schneider; cult director Tim Burton sends his regards.

A Hollywood-style "Spot of the Week" and an entertaining look at the world of animation are offered by the advertising week on Star TV or the Internet stream on Startv.ch.
Advertising week on Star TV: New every Thursday at 19:45 on Star TV.

However, advertising placements had increased even more strongly in the two previous months of February and March. Over the first four months of this year, the year-on-year increase amounted to 6.1%. This was announced by the market research institute Media Focus on Wednesday.
More advertising appeared in April, particularly for consumer electronics+photography, food and cosmetics+personal care. Around half of the advertising was published in print media, with television accounting for 31%.

The company in Ireland has now begun to delete this data in the presence of an external expert. As Netzwoche writes, the data will also be removed in other countries after consultation with the relevant authorities.

The new sales campaign for SBB's leisure offers has got off to a successful start. Since January, Sergio, Benoît and Beat have been testing the latest SBB day trips every month. Each of these offers discounts of up to 50 percent. Each month, the three leisure testers focus on a new theme: snow in January, museums in February and wellness oases in March. In April, spring excursions were on the agenda and now in May the most beautiful trips to the water.
An initial review shows that the networked campaign is "working very well", as Reto Meissner, Head of Marketing Communication Passenger Traffic at SBB, explains. The new leisure campaign has already exceeded the ambitious sales targets in the first quarter. Contexta's numerous measures are based on short, surprising TV spots and eye-catching posters. In these, the respective monthly themes are staged with the three identification figures as testers. The aim is to direct the target audience to the Sbb.ch leisure platform. There, customers will find all the test results: over 400 leisure offers, clearly arranged and categorized, plus an entertaining online film with Sergio, Benoît and Beat every month, which picks up on the respective theme and makes viewers want to buy one of the offers.
On the SBB website, you can also test your knowledge of the advertised excursion destinations in a quiz. Those who answer the questions correctly will be entered into a prize draw. There are travel vouchers to be won. The online implementation was provided by Maxomedia. Contexta teamed up with Peek and director Tobias Fueter for the films. pan

One of the many measures: Billboard on the SRG channels.

According to media reports, a Mohammed drawing competition was planned there and a court in the country has ordered the website to be blocked. The government was ordered to block Facebook immediately until May 31 due to "blasphemous events", as one of the lawyers leading the complaint said on Wednesday.
Critics of the planned Facebook blocking, on the other hand, said that the court's decision could overshoot the mark, which could annoy young users in particular, according to the head of the internet service provider Nayatel, Wajaj-us-Siraj. This is because Facebook is particularly popular with them.
Of course, the organizers are not interested in insulting anyone, nor are they mainly interested in a drawing competition. They explained on their Facebook information page, which can still be reached on Wednesday, that they are concerned with freedom of expression. This was in response to a Muslim blogger who had recently made threats against the producers of the South Park series because of a depiction of Mohammed. It is not possible to take away their right to freedom of speech and certainly not to silence them with threats.
Many Muslims still regard any depiction of Muhammad as an insult. In 2005, Muhammad cartoons in the Danish newspaper Jyllands-Posten triggered worldwide protests in which at least 50 people died.

On Wednesday, the spokesperson for the Federal Office of Communications Bakom, Deborah Murith, confirmed a report by the media service Klein Report. The cable network operator Zapp from Worb BE wanted to broadcast Tele Bärn in the canton of Lucerne and Tele 1 (Central Switzerland) and Tele M1 (Aargau) in the canton of Bern. In the Lucerne municipalities served by Zapp, Tele Bärn was switched on a month ago and has already been switched off again. In the case of the canton of Berne, Bakom took action before the channels were definitively included in the service.

Under the motto "New life, new look," Annabelle and Nivea put a hundred women on the cover who all have one thing in common: They want to change something in their lives.
Opening their own store, emigrating, learning a foreign language, finally getting married or finally getting divorced - when women make a move in their lives, it's usually unmissable, as the first step into a new life usually leads to the hairdresser, to a different style. However, putting one's plans into action not only improves one's own attitude to life and appearance, it also inspires other women to make their small and big dreams come true. That's why Annabelle, together with Nivea, was looking for readers who wanted to change their lives. One hundred of them were given a new hairstyle, make-up and styling. And an appearance as an Annabelle cover model, cheerful, cheeky, sexy or cool staged by renowned photographers. PCM

Annabelle editor-in-chief Lisa Felmann in interview
WW: How did you come up with the idea of an Annabelle with 100 different covers?
Lisa Feldmann: That's an old dream of mine - which I've never been able to realize until now for budget reasons. Then, in a conversation with Nivea, I came up with the idea of implementing this ambitious undertaking together: Nivea wanted to underline their expertise in the hair and makeup sector, and I was able to convince them that we could make it happen a hundred times over!
What role did Nivea play in the whole story?
They let themselves be inspired spontaneously - and not for the first time: Three years ago, we already did the project "1 to 100" together - back then, we photographed a hundred Swiss women aged 1 to 100, and Nivea was a sponsor then, too.
How long did the preparatory work take?
A total of almost three months. Sophisticated planning - almost a "master plan" - started at the end of January, then the hairdresser appointments started in February and continued into March. Then we produced again for a total of ten days in our photo studio. In addition, to guarantee the elaborate distribution and mixing, all covers had to arrive at the print shop two weeks earlier than usual - so a lot of people at Annabelle worked double shifts for over a week.
How did the casting go?
We placed calls in Annabelle, 20 Minuten Friday and on both websites. A team from the picture editorial department as well as from the reportage then selected the exciting cases and also made sure that every age group was taken into account.
How many women have come forward?
Just under 500.
What were the selection criteria?
Their respective concerns should be worth talking about, even if they don't have to be existential. And we wanted a mix from the Annabelle reader world: from 18 to 68!
How long did the photo production of the 100 cover photos take?
The pure photo production took ten days.
What were the total costs (photo, production, printing)?
I do not want to give any information about this, also in the interest of our partner Nivea.
How will the 100 covers be distributed?
Very evenly and across the board. We have secured so-called "islands" at large kiosks (train station bookstores, airports), which we cover in their entirety. In addition, every Annabelle comes with a poster showing all the covers, so that the unsuspecting reader understands what she is holding in her hands.
Do you do anything special on the website?
Yes, there are two different contests to choose our readers' favorite cover, as well as model networking via Annabelle's Facebook page: those who don't find their own magazine often enough can network with each other in the Panini Bildli exchange.
In retrospect: What was the most difficult thing about the whole production? What would you do differently today
Nothing. It was wonderful, from A-Z. A lot of effort, none of which I regret! And then 100 readers, all of whom felt more beautiful than ever: That was the greatest reward!
(The interview was conducted in writing.) Pierre C. Meier

Anyone who thinks of post-Stalinist conditions in this kind of election is not entirely wrong. The game of hide-and-seek in the run-up to the election, which is explained by the obligation to maintain secrecy vis-à-vis the candidates, led to a complete lack of transparency. A lack of transparency that cannot be accepted by a media company that is organized under private law but financed to the tune of about 75 percent by fees. After all, the election of the SRG Director General is the most important position in the Swiss media circus. But it still turned out well!
Roger de Weck was elected by the Board of Directors as the new SRG Director General on Tuesday by the highest SRG body, the Delegates' Meeting, and confirmed in his future office.
The fact that this important post will be filled today by a real top man almost makes us forget the unspeakable election theater. The 56-year-old Roger de Weck will take up his post on January 1, 2011. "Sternstunden" host de Weck was editor-in-chief of Zeit and Tages-Anzeiger and a member of Tamedia's Executive Board. He is president of the Institut de hautes études internationales et du développement (Graduate Institute) in Geneva and a freelance publicist. Born in Fribourg, he grew up bilingually in Geneva and Zurich. De Weck studied economics at the University of St. Gallen and completed a traineeship in publishing in Hamburg. He holds an honorary doctorate from the University of Lucerne.
For once, it's not a functionary at the helm of SRG, but a media maker. A man who, as a top journalist, knows the media inside out. What remains to be seen, however, is his ability to impose the necessary tough cost-cutting measures on the SRG colossus while at the same time improving quality. Implementing cost-cutting measures was not necessarily de Weck's strong point during his time at Tamedia.
So this will not be an easy task. All the more so because a sharp wind will be blowing against him from the political right. The liberal pro-European stance of de Weck has long been a thorn in their side.
And we will hear the eternal story of the left-wing infiltration of Swiss television even more often in the future. I don't think that will bother de Weck.
Pierre C. Meier, Editor-in-Chief
[email protected]

The new campaign directly addresses the need for more living space. In this concept, the web banner as a medium is representative of one's own four walls. The various banner formats symbolize living spaces that constrict the occupant. In this way, Immoscout24.ch is made the perfect partner for more living space.
Maxomedia is responsible for the conception and implementation of the campaign.

This marketing shot backfired. When German entrepreneur Wolfgang Gropp was recently asked about his Internet affinity and social media on the online portal Innovativ-in.de, the head of the textile company Trigema had some pithy words: "I don't use it. For me, Twitter is just stupid, and the people who use it are idiots." Gropp, at 68 years of age a typical representative of the so-called "digital immigrants", triggered a veritable Twitter storm. Online disciples from every nook and cranny of the country came forward to cover Gropp and his company with virtual curses. This example shows two things: there is a big gap between those who grew up without the Internet and those who can no longer do without it. Second learning: messages, both good and bad, spread online like the proverbial wildfire.
Marketers are becoming increasingly interested in the latter in particular. Viral campaigns via the big YouTube movie stage, email newsletters with trackable open rates, brand fan clubs on Facebook - these are all part and parcel of today's practice, this is where the music is played. Online marketing in general, web marketing via social media, is very important. A scene that is developing at breakneck speed, where it is sometimes difficult to maintain an overview and distinguish gags from really relevant trends. It's also a scene that is often not covered at all or only weakly in training. Dominique P. Locher, Director of Marketing and Sales at online retailer LeShop, recently made this particularly clear: "Today, university graduates join a large company as product managers and, according to the official doctrine, behave like control freaks who want to have all the details in the relevant sales outlets and markets under control. Transparency and regionality play an incredibly important role in the new markets. For example, when a South African housewife runs her blog on the subject of Pringles potato chips and reaches 26 million readers, she virtually takes control from the relevant product manager." Consumers may not intervene so strongly in the domain of marketers everywhere, but Locher is right about the trend: with Web 2.0, the "participatory Internet", consumers who were previously simply served with messages and products are now getting involved in the marketing process themselves.
Recognize relevance - and track it
Topics such as online marketing and social media still play a subordinate role in the training and examination plans at Swiss Marketing. This is partly because the regulations are designed for years to come, but also because it is difficult even for experts to identify really important trends that will be relevant by the middle of the next decade. "The online aspect and social media - it's impossible to imagine everyday marketing without them today," says Christoph Portmann. The owner and managing director of the consulting firm Score Marketing in Stäfa, Zurich, and lecturer in the training of marketing and sales managers, is himself amazed at the enormous dynamism in the new fields: "Social media in particular has exploded in the last few months alone." Portmann is a board member and expert in the written subject "Marketing Concept" as well as an expert in the oral subject "Marketing Concept" in the federal marketing specialist examinations. The online topic has already left its first traces here. E-marketing is addressed in the guidelines for marketing specialists, which came into force in 2009. Search engine marketing (search engine marketing) and permission marketing (permission marketing, which is central to the delivery of e-mail newsletters, for example) play a role in the examination subject "Integrated Communication". But that's not all: Portmann says that this year's annual training course for around 80 experts will focus on online marketing and social media in the area of marketing concepts. This is a concrete response to the fundamental challenge that the experts are generally older than the candidates.
Peter Petrin, Vice President of Swiss Marketing and responsible for education, sees online marketing as a must: "At the very least, it's about acquiring a voice in the field and knowing how to use tools such as Facebook or Xing - both of which are a reality in our business lives - in marketing." Petrin, Director of the Swiss Institute of Business Administration, is launching the first eleven-day "Digital Marketing Expert" course at his training institute this fall. The modules include email marketing, mobile and in-game marketing, social media, blogs and podcasts. According to Petrin, if the topic is also to be examined in Swiss Marketing's courses, there is one main difficulty: "We don't want to teach gray theory, but rather pass on best practice, i.e. demonstrate successful methods from the real world. However, there is not yet much experience of this in Switzerland; there is a lack of really good and in-depth domestic case studies." Nevertheless, Petrin believes that the topic can be incorporated into examinations in an uncomplicated way, "for example as a component of sales concepts". If action is to be taken quickly, changes to the examination guidelines could be considered, "because these do not have to be approved by the Federal Office for Professional Education and Technology OPET; the respective examination board can adapt this itself."
"Of course, this is basically true," confirms Claude Dubois, Head of Examinations at Swiss Marketing, "but any such change to the examination regulations must first be approved by all sponsoring associations, i.e. the Gesellschaft für Marketing (GfM), KV Schweiz and the Swiss Direct Marketing Association (SDV) in addition to Swiss Marketing." In addition, the training institutes must be given a lead time of around one and a half years for new examination content so that they can adequately prepare and train the new topics. Dubois formulates the general direction of travel as follows: "Content from online marketing will have to be included in the near future, that's clear, after all we want to appeal to younger generations and this material is simply part of it." However, as an examination reform has just been carried out in 2009, we don't want to rush into anything and run the risk of delivering piecemeal work: "After this reform, a two to three-year phase of gathering experience is called for, which means that we will probably start tackling the next reform next year."
Which phase in the hype cycle?
When dealing with content from online marketing and the omnipresent social media networks, the question of the half-life of these tools quickly arises. Is Twitter just a phenomenon that lasts a year or two - or is it so relevant for marketers that it should be included in exam syllabuses? To a certain extent, examination regulations that are designed to last several years will probably always lag behind the fast-moving online reality. However, they are likely to set the right priorities and thus ensure that the material learned and tested is relevant - today and tomorrow. But how should you choose from the plethora of tools and where to focus? "You should concentrate on tools and applications that are past the first stage of the hype cycle and have achieved a certain level of relevance," says Marcel Bernet, owner of Zurich-based Bernet PR AG für Kommunikation. This certainly includes Facebook, "which, with its 2.2 million Swiss users, has a reach that will remain important over the next five years". Bernet counts viral campaigns, such as those conducted via YouTube, blogging, online evaluation platforms and customer dialog via company websites in general among other relevant web marketing fields. Bernet, who lectures at the Swiss School of Journalism MAZ, believes that online topics could already be addressed in examinations today without changing the regulations, "for example in the oral part, if the expert can raise the question of how the candidate assesses social media in the general marketing mix and how he would use it". Case studies on the use of online marketing can already be found in large numbers for the USA and Europe, and to a lesser extent for Switzerland.
It is probably only a matter of time before a sufficient number of case studies can be procured in this country too. This would lay the foundations for completing the curriculum of the next generation in the field of online marketing.
And Wolfgang Gropp, the Twitter detractor? He apologized in an open letter to those he had denigrated: "If anyone felt offended by this, I would like to apologize. It was not meant that way! We ourselves are also active on Twitter or Facebook or YouTube, for example, which is something a company should not do without in this day and age." With the location of his apology, Gropp took the first step from digital immigrant to digital native: the mea culpa appeared on the Trigema page on Facebook.

Analysts believe that YouTube could make a profit for Google for the first time this year. The portal is also increasingly streaming entire films, either as individual purchases or with commercial breaks. However, the selection is currently still very limited. So far, YouTube has not succeeded in entering into a partnership with American film studios or TV broadcasters. Although 24 hours of new video material are uploaded to YouTube every minute, the average user only spends 15 minutes a day on the portal. By comparison, the typical US television viewer spends over 5 hours in front of the TV set. But YouTube is using its growing popularity to be more aggressive in the advertising market. The portal is also likely to play a role in the latest plans of the parent company, which will present "Google TV" this week, a software platform for television that the internet company is developing together with Sony, Intel and Logitech.