Just in time for the start of the season, the company launched this new advertising platform in Laax. At Crap Sogn Gion, a total of four billboards—each measuring nine square meters and located four meters above the ground—ensure optimal advertising visibility. APG Montagne, in collaboration with the media agency Mediacom and its out-of-home specialists Kinetic, has also secured Audi—a brand of Amag Automobil- und Motoren in Schinznach–Bad—as the first brand for this new advertising format. The communications agency «Exxtra» is responsible for the creative execution.
APG Montagne is a subsidiary of Affichage Holding. Nearly 90 percent of Switzerland's mountain railways are among the company's partners.

The campaign highlights the core values of natural gas: «A clean and safe future.» Children in motion symbolize «natural energy.» The Christmas campaign continues this concept by placing children at its center.
Startbahnwest is responsible for the concept and design of the entire poster campaign. The F12 and F24 posters are now on display in northwestern Switzerland, the Mittelland, and the Jura.
Responsible at Gasverbund Mittelland: Kurt Schmidlin (Marketing Director). Responsible at Runway West: Hartmut Vetter (Overall Responsibility), Chantal Weibel, Nicole Schnell (Consulting), Rüdiger Flothmann (Creative Director), Gesine Dittrich (Art Director), Natasa Maricic (Copywriter), Alex Colle (Photographer), Philipp Junker (Styling), Frank Wirnsberger (Hair & Makeup). Production Company: Luminosa Production.

The program will focus primarily on explaining the unique features of the dialect and pronunciation, the broadcaster wrote in a statement on Wednesday. To that end, native Swiss speakers will sit in the studio with immigrants and listen together to interviews, songs, and cabaret sketches in Swiss German. They will then discuss and explain what they have heard.
The goal of this ten-part course is to develop listening comprehension in Swiss German. The course is primarily aimed at foreigners who have already studied Standard German in classes and are having difficulty with Swiss German. While Swiss people are generally very considerate, However, the broadcaster notes that, especially in groups, people often speak quickly and fluently—so quickly that non-native speakers often can’t keep up.

The "Tradition" brand was set in a dark, nostalgic light and works with large, romantically tinged images. This has resulted in a B2B brochure, sales literature, bread packaging and sales promotion materials.
Responsible at Schoch&Sonders: Dominik Schoch, Roman Sonders (owner), Annina Benz, Judith Bühling, Dominique Ghilardi, Walter Engeli.

Employees at Orange8 Interactive, a Goldbach Media company, are sharing their gift ideas with clients and partners on Twitter. As a small Christmas promotion, the digital marketing agency’s website has been given a winter-themed design. Clicking on the little blue Twitter bird takes you to the agency’s holiday Twitter page. There, you’ll find a wide variety of tips from the staff about Christmas and New Year’s Eve. Since Twitter limits each message to the length of a text message, the tweets are also ideal for quick reads, offering the agency’s clients and partners some snappy insights during the stressful pre-Christmas period.

Responsibilities include advising project managers on all communication matters, managing media relations, designing and producing informational materials, organizing and conducting orientation events, and developing special initiatives such as film and photo documentaries.
Most of Switzerland’s highways were built over 30 years ago and are in need of renovation. On January 1, 2008, the Federal Roads Office (ASTRA) took over this responsibility from the cantons and is now also in charge of communications. In northeastern Switzerland, the ASTRA branch in Winterthur put out a call for proposals for communications work on ten large-scale renovation and new construction projects. Prime applied for two of the contracts—and won both.
Prime employs 30 professionals in the fields of public relations, advertising, brand identity, corporate publishing, and online communications. Since its founding more than thirteen years ago, Prime has successfully relied on an interdisciplinary approach to developing and implementing customized communication solutions.

I’ve failed miserably again this year in the neighborhood Christmas light competition. My red poinsettia just can’t compete with all the string lights, glittery reindeer, glowing Santas, and twinkling stars. But I do have a Christmas tree. It’s still standing, smells like the forest, and seems proud of its red and gold ornaments. Still: When, for the umpteenth time in the crowded Globus store, a plastic Christmas tree buyer sweeps past me with a sweeping turn, knocking me off my feet, I’m plagued by a guilty conscience: Maybe my little tree would have preferred to stay in the forest? Maybe it would have gladly ceded its spot to a plastic counterpart?!
Rich Pastries
When it comes to cookies this year, I’ve gone with paid content. I’ve only bought a few myself—otherwise, my belly would never part with its love handles. But such foresight is, of course, punished right before Christmas: Over the weekend, I was handed a big box of cookies: «Homemade!» Great. So now, as I munch on these cookies, I’ve got a double dose of guilt: first, because of that roll of fat I mentioned, and second, because I didn’t even bake a few cookies myself. It’s a shame. But at Christmas, you’re supposed to be grateful. So with every bite, I’m grateful and push aside the thought of foisting the cookies on my New Year’s Eve guests.
At least I’ve outsmarted the shopping-crazy crowd and picked out the important gifts back in November. Ribbons and wrapping paper have been sitting in the box since October. But what if my loved ones have bought themselves books and little treasures in the meantime? Then that’s a bummer. That prospect stresses me out just a little. Sometimes, even the early bird catches a worm.
And then there are those last-minute pre-Christmas parties. Everywhere you go, you have to dress up to the nines, stuff yourself, and praise the food, while the boss’s speech ruins the last shred of your appetite. And don’t forget to keep that blissful smile or happy glow, just like the gold-foil angels currently floating through all the commercials. Why is it that Christmas parties never seem to fall victim to budget cuts? It’s also important to meet up with all your colleagues and acquaintances one last time before Christmas. Why, nobody knows. Is the world going to end at Christmas? … On the other hand … I could take the opportunity to give away a few more delicious cookies. «Homemade!» of course.
Lean structures
My mind is made up: This year, I’m simply going to close all the doors of my Advent calendar behind me and enjoy the peace and quiet, my Christmas tree, my poinsettia, and wait for a solid, genuine, gnawing feeling of hunger before I eat anything again. After all, in 2010, the trend is all about keeping things lean.
Anne-Friederike Wilhelm

The company has signed contracts with Heidelberger Druckmaschinen, Manroland and Müller Martini for new offset and finishing systems. In connection with the commissioning of the 72-page system, Swiss Printers is investing in new finishing and logistics systems from Muller Martini as well as in structural modifications at the Zofingen site.
The 72-page Lithoman from Manroland offers a large output with excellent quality, especially in the high-volume range, and is therefore ideal for printing magazines, catalogs or advertising supplements, according to a Swissprinters press release on Wednesday. With a maximum print output of 3.2 million four-color A4 pages per hour and a high degree of automation, it ensures short makeready and production times. This means that large print runs can also be printed in high quality in the future.
A new 10-color Speedmaster sheetfed offset press from Heidelberg Druckmaschinen will go into operation at Swissprinters' Schlieren site as early as next year. Designed for maximum speed, the press will allow production output to be increased by 35 percent compared to today.
With 1,100 employees, Swiss Printers is the largest group in the graphic arts industry
in Switzerland. It is a subsidiary of the media companies Ringier, NZZ and Edipresse
and unites four printing plants: Ringier Print Zofingen, Zollikofer St. Gallen, NZZ Fretz
Schlieren and Imprimeries Réunies Lausanne.

Major sporting events are coming up with the Olympics in Vancouver and the World Cup in South Africa. If you want to be up close and personal with the TV broadcasts, you can start now with Zattoo. Television via computer guarantees smooth reception wherever there is Internet access. Of course, this also opens up great opportunities for advertising. One option that has just been launched is the new Frame Ads. These function as an attractively designed border around the TV picture, which is displayed when channels are selected. In addition to age and gender, it is already possible to target by channel and program. When viewers click on these frame ads, they are redirected to the advertiser's landing page. There - as in the example above - they can order a DVD or Blu-ray of "Ice Age 3" directly online. The graphics for such frame ads are designed in-house at Zattoo in Zurich based on the basic material provided by the advertising customers. The marketing department is planning additional forms for upcoming sporting events and is also "open to further ideas for such special forms". The consultants in Switzerland are Martin Schlenker (Head of Sales), Branko Russo (Sales Manager) and Frank Trusch (Director Ad Operations). A newsletter from Zattoo provides more information. As a Christmas present from Werbewoche and Zattoo, anyone who subscribes will receive three months' free access to high-quality streaming. All you need to do is email your login details, email address and password to [email protected]. After three months of free testing, the HQ subscription can be extended or canceled automatically. pan

The moment," recalls Christian Henseler, "was brutally emotional. The Zurich brand manager is talking about that moment when his name was called at the Gottlieb Duttweiler Institute in Rüschlikon, Zurich, on the last weekend in November. And in an unexpectedly positive context. Henseler was the best of a total of 116 candidates in this year's marketing manager examination. A diploma group, nota bene, that will go down in the books as the best class in history with a positive quota of 79 percent. Henseler, 40, never imagined that he would achieve an average grade of 5.0 and thus come out on top.
But slowly. Let's turn back the clock a little. Even before entering the top flight in 2009, the marketing leader made sure his backpack was well filled. After graduating from commercial high school, Henseler first worked at UBS, then at Helvetia, the health insurance company at the time. He completed training as a certified nutritionist HF and worked in this field for several years. He then moved into the field of pharmaceuticals, where he continued to work as a product manager and head of category management after a few more positions, namely as brand manager at Dübendorfer Biomed AG. During this time, he acquired the necessary skills in brand management through his training as a product manager. Then, at the beginning of 2008, Henseler decided to take the top educational path by becoming a federally certified marketing manager, "because I also wanted to get the final and best polish.
A very fruitful back and forth of theory and practice
Even when choosing a school, Henseler left nothing to chance. The professional examined three institutes, but finally chose the MKS Competence Center for Management and Marketing in Sargans, "because they were able to show me right from the start what it takes to get this diploma and how the school supports its graduates. The block system suited me very well, as it allowed me to concentrate fully on the subject matter during the school days." A school, by the way, that also produced one of the two second-best in terms of grade point average (4.9) among this year's marketing manager diplomates, Francesco Corbino. But this required a lot of extra-occupational commitment. At the beginning of the training, Henseler recalls, there were eight hours a week spent on homework, then twelve hours towards the end. The fact that he also had to move house, start a new job and prepare for two product launches at his new employer during his time at school probably added to the pressure. What Henseler appreciates about the training is that it optimally combines theory and practice. "Training to become a marketing manager has a very high practical relevance, and that can't be emphasized strongly enough." For example, he says, the school-based part also helped him to provide a quasi-theoretical underpinning for new tasks in the workplace. "I remember a very fruitful back and forth between theory and practice." One requires the other - because you can never succeed in the demanding exam with theory alone: "If you can only argue theoretically at the exam, you only achieve one thing: zero points."
Become European? But certainly
Of course, the path to becoming a marketing manager also had a cost side. The course costs, the preparatory seminar, the examination fees, accommodation and meals: All of that together easily adds up to the price of a small car - and probably not in the most minimal version. Henseler's employer contributed very generously to both the financial and time costs. And for good reason: "This degree is worth a lot in the professional world. While MBAs spring up like mushrooms and can't always be accurately assessed, with the marketing manager diploma you have a credential in your hand that is recognized and valued in the market." For the pharmaceutical and marketing professional, it is only logical that he will also embark on the European path. "I will definitely get the European certificate from Swiss Marketing, that's for sure. I'm definitely not going to let this opportunity for international recognition of the degree pass me by."
Always stay tuned, from the beginning
How do you stay on track during the demanding part-time training period? In the academic part, Henseler advocates "really getting stuck into the training right from the start. You always have to keep up, and you have to do a lot of the work yourself. "A lot of it is just hard work." At the same time, however, you also have to try to create a balance. In his case, that means regular weight training, mountain bike rides in the summer, and skiing in the winter. Those who keep up the pace in school, who think about a balance and show the necessary diligence - have good prospects of receiving the coveted diploma at the end.
But it's worth thinking about the final spurt as early as possible: the exam phase. In Hen-seler's specific case, this meant that he had crammed for six to eight hours for four weeks during the summer vacations before the exam. And, he stresses, he benefited greatly from the school's intensive seminar when they wrote mock exams at the Hotel Castell in Zuoz. "It helps immensely," says Henseler, "to solve as many mock exams as possible. To learn the systematics of working out cases, to practice the methodology of giving correct answers, to optimize one's time management and, last but not least, because you learn how to deal with your hand calluses." During the actual exam, the 18-hour writing marathon, calluses form on the fingers, he said, and one will experience how the thumb becomes numb. It was also very important, he said, not to slack off after the written exams and to focus all your energy on the oral exams, which took place a few weeks later in Bern. "You have to get to know your own sources of energy in the course of school and before the exam." Because it now takes immense effort to succeed in marketing royalty. At the entry, on the middle distance and then especially at the end. The exam phase in particular showed how important factors such as time management, systematics and recognizing a case are. These are skills that Hensler can now bring to bear on the terrain where marketing managers are at home: in practice.
Andreas Güntert

> Detailed analyses of all five subjects (Webcode 4409DetailsAdvertising impact)
Objectively assess advertising success
Advertising success is when advertising objectives are achieved. For a subject to be effective, the target group must perceive its message quickly and accurately. Every month, advertising effectiveness researcher Patrik Zwahlen evaluates the persuasive potential and visualization quality of five selected advertising subjects exclusively for Werbewoche - and thus provides an objective assessment of their advertising success.
Analysis with method
This brief analysis assesses the communication performance of advertisements with the help of the two metrics "persuasion potential" and "visualization quality". To determine the persuasion potential, Zwahlen first formulates measurable goals such as "sell more", "become better known" or "reduce the frequency of accidents". In order for such goals to be achieved, the subject needs a credible reason for the effect that corresponds to the message. After defining a plausible objective for each advertisement, the message is set out in writing in an unencrypted form. A green arrow means that the subject is convincing, a red arrow means that it is not.
With the visualization quality, Zwahlen provides an assessment of whether the message is perceived quickly and without wasted coverage. A green arrow indicates that the ad communicates quickly and without errors. If the subject is marked with a red arrow, misunderstandings and misinterpretations are to be expected.
Communication performance of the SuvaPro display

Assumed advertising target: Behavioral campaign, reduction of accidents in the workplace
Assumed cause of action: Because hospital stays can be very boring, the advertising objective is
achieved.
Indirect information transfer
The longer a topic is advertised, the more knowledge can be assumed on the part of the viewer. This is about accidents in the workplace. The topic is familiar to employees and managers because training has been provided for decades. Nevertheless, there are still too many "unnecessary" accidents at work. According to the texts on the advertisement, people underestimate the objective dangers on the one hand and overestimate their own abilities on the other. The advertisement does not address the cause of accidents, but rather the unpleasant consequences. The sympathetic little dolls and the brutal vice show that accidents can quickly become protracted - and then it gets boring in hospital. All the information needed to understand the message is there. Viewers love puzzles, especially when they are both challenging and solvable.
The authors of the ad localize "unnecessary accidents" in two areas: Assessing the objective potential for accidents and one's own judgment. The ad shows what can happen when someone perceives their workplace as safe and fails to recognize existing hazards. When writing this analysis, I examine my office and try to find personal misjudgments and hidden dangers. Because I also love puzzles, but cannot for the life of me recognize any plausible dangers, I judge this cause of action to be very unrealistic and therefore implausible.
Nevertheless, the ad contains many interesting details that could be discovered. Such details could lead to a deeper examination of the message and would make it easier to remember. However, very few people like to look at blood and fresh injuries. This circumstance leads to a visual and mental break in contact for many people. Whether the metaphor of "boredom" is recognized seems extremely questionable to me. For my part, with a stabilized leg, I wouldn't be agile enough and would be far too snivelling to play puppet theater with my toes.

It is not only since the result of the vote on the minaret ban initiative that I have noticed the glaring contradiction between the reality of life and media perception, between public and published opinion. Too many movers and shakers in politics, communications and the media seem to have distanced themselves too far from the grassroots for whom they claim to work.
Sometimes I think it would be good for many black-robed opinion leaders to live in Münchenbuchsee or Sirnach instead of in the chic lofts in Kreis 5. They would then have their nightcap in the "Bären" or the "Frohsinn" and not in a fancy bar with white walls and photo art by Annelis Strba on them. There might be something of Rolf Knie on the wall or, in a worst-case scenario, good old General Guisan - but our black-robed friends would be closer to the everyday worries and life priorities of the customers who ultimately pay their wages and fees.
To name just one example, what a fuss they made in all the newspapers and on all the channels about "Pepperminta", the film by Pipilotti Rist, who was named the most important living Swiss artist by a mysterious agreement between the art trade and the art critics associated with it. The curious film was met with rapturous admiration, and anyone who dared to exclaim: "The Empress is naked ..." was treated like the caller in Andersen's fairy tale: like a small child. Pipilotti has to be seen as good and important, otherwise you are hopelessly out.
But the quality of the pudding is proven when you eat it. So how did the audience vote at the box office? In 2009, "Pepperminta" recorded a total of 14,272 admissions to cinemas - roughly the same number as the Entlebucher Anzeiger has readers per issue. All Swiss films together - and almost every new release is treated as a top event by the media - accounted for just 3.2 percent of cinema admissions sold in Switzerland last year. It is unlikely that this "market performance" will encourage modesty among local filmmakers. With a matter-of-factness that no other type of cultural creator in this country can match, filmmakers reach out their hollow hands for state cultural funding for every project. Meanwhile, one book publisher after another goes over the Jordan without the Department of Home Affairs or one of these many enterprising communal and cantonal cultural administrators coming up with anything clever to promote them.
The flow of communication between the top and the bottom also runs in the opposite direction again and again - unfortunately just when the communication goals are achieved, i.e. when a message manages, contrary to expectations, to penetrate the thick layer of disinterest and really touch people. How was it with this teaser campaign by the Federal Social Insurance Office ("Disabled people are just on our backs ...")? The people affected and the administrators of those affected cried out - wonderful, that was proof that the campaign had worked, i.e. that it had made people wonder for a moment, even caused an uproar. What more can you expect from good advertising? And what is the new Federal Councillor Didier Burkhalter doing at the beginning of his term of office? He buckles before the lobbyists and hastily bans the continuation of the campaign - "canceled due to great success", so to speak. The message is not encrypted: Federal campaigns are tolerated as long as they don't really work. As soon as they strike a nerve, they are banned.
The same hypocrisy prevails here as in the case of "Pepperminta". In reality, you don't want to expose your offer, your message to the harsh climate of the market; you'd rather please your peers: To feign activity, not to exaggerate, not to offend - and when the nerve is struck, to immediately flinch, apologize, ban and abort. The intellectuals with their retrospective protests against the minaret vote, the cultural mafia in the "Pepperminta" case, the lobbyists and the federal office interpretation administrators in the case of the IV campaign - they are all guilty of the same crime: disregarding reality and the signals it sends out (which are demonstrably earlier and more clearly recognizable in Münchenbuchsee and Sirnach than in Seefeld or Kreis 5).
This kind of cowardice in the daily battle for attention is punishable by disregard. There is no appeal against this.