Some politicians believe that citizens
citizens from advertising. A study by the Swiss
Advertising (SW) has investigated the question of whether commercial
communication is really as unpopular as some claim.
SW spokesman Piero Schäfer presents the results. Further details
are available in Geneva, Lausanne and Basel.
Efforts to bring advertising before an ethics committee before
it may be published. And in many cantons, advertising bans
demanded. The initiators of such requests assume that the
Consumers have an aversion to advertising and are finally protected from it,
or want to be freed from them.

For many companies, especially in the communications industry, the
this repeatedly claimed phobia is a serious problem, depends on
but economic success depends not least on marketing and the
commercial communication. A study commissioned by Swiss Advertising
by the Geneva-based market research company Erasm in February and March 2005
study carried out and sponsored by APG should finally provide clarity.
create. Have the Swiss really fundamentally changed?
something against advertising? And if so, which is more likely to be tolerated than
others? 1285 people aged between 14 and 80 (average age: 44
years) throughout Switzerland are equipped with a range of corresponding
questions.

Almost two thirds like advertising
The first question tried to find out what the general situation was like.
with the attitude of the Swiss towards advertising
stands. 59% of respondents have a very positive image of the
advertising, around a third don't particularly like it, and only 6% give
to refuse advertising.

It is remarkable to note that in French-speaking Switzerland, of all places, where
the anti-advertising reflexes seem to be stronger than in the
German-speaking Switzerland, approval is generally higher: 67% of the
The French-speaking Swiss have a positive attitude towards advertising. Too
It must give the proponents of the anti-advertising movement pause for thought that
Geneva, of all places, has the highest approval rate at 68%.
Over two-thirds of the Calvin canton is therefore exposed to commercial
communication is quite positive.

If you analyze the answers, you can see that the young,
men, the better educated and the Romands are more likely to like advertising
than older people, women, white-collar workers and the German-speaking Swiss.

Advertising has different impacts. So it is no longer
surprising that they have a high profile in the various media genres.
has varying degrees of "annoyance". Advertising is the most annoying
television (77% are of this opinion), cell phones and the
mailbox is 69%, for the Internet 56%, for radio 45%, in the
magazines 24%, in the cinema 23%, in the daily press 18% and at the end of the
The most unpopular items are posters (16%) and advertising in
public transportation (14).

It is interesting to ask how attitudes to advertising have changed in
has changed in the last three years. On television, in the letterbox,
on the Internet and on posters, dislike has increased slightly,
Advertising on the radio, in magazines, at the movies and in the daily press
is better received today than in 2002.

The influence of advertising
The question of whether or not advertising personally encourages a purchase has been
has always been highly controversial. The survey has also not really
Clarity provided: 44% of Swiss people think that advertising
to buy, believe a little less that advertising has no influence
on their consumer behavior. And just under 20% even claim that advertising would
explicitly discourage the purchase of an advertised product.

However, if the question is posed in general terms, the figures look completely
The picture is different: 79% of Swiss people believe that advertising generally contributes to
consumption. However, slightly more than 10% also deny this, and around
5% are of the opinion that advertising generally discourages consumption.

In response to the question of whether advertising influences life in general, 84%
of the study participants with "strongly" or "fairly strongly"
answered. This applies more or less to the whole of Switzerland. The
regional differences are not significant: German-speaking Switzerland: 87%,
French-speaking Switzerland: 81%.

General setting
The fact that advertising is also controversial, despite all the goodwill, is shown by a
Catalog of questions that provide information about the general
Consumer attitudes towards advertising. On the positive side
75% believe that advertising helps to discover new products, to develop the market
better overview. On the other hand, 75% of the
respondents said that advertising is somewhat omnipresent, you see it everywhere.

65% are of the opinion that advertising for certain products should be banned.
should, 62% believe that the longer the advertising, the cheekier it gets,
and 58% are convinced that advertising has become overly provocative.

The catalog of attitudes towards advertising has others,
interesting aspects: 55% of those surveyed are
convinced that advertising offers the opportunity to compare products with each other.
compare, 52% state that advertising makes the cityscape more colorful, 36%
even believe that advertising broadens the horizon, and only 25% dream of
of a world without advertising.

Despite all reservations, only a few are in favor of a ban on advertising: 22%
would like to see TV without advertising, 18% would like the internet to be
is ad-free, 7% are in favor of ad-free roads, 6% are in favor of an ad-free
Cinema and 6% for advertising-free events.

Piero Schäfer

Guerrilla Marketing The Adidas Plastic Ducks
in city fountains or the bed move for Ikea amuse passers-by and
annoy authorities. Great, think propaganda manager Sandro Galli
and marketing manager Pascal Rechsteiner.
WW: Mr. Galli, how do you feel about being a
Head of a below-the-line agency that does guerrilla marketing,
now that guerrilla actions have become the target of the Zurich commercial police.
Sandro Galli: I think it's interesting how the authorities have been
which common sense would not object to.
would have. On the other hand, this attitude is propaganda for our agency,
which has been putting up wildlife posters since its inception, is not new. We
were shot more violently years ago than they are today.
WW:
The testing of legal limits is inevitably a part of the
Guerrilla marketing, otherwise your actions would not get the media response
and achieve the desired advertising effect.
Sandro Galli: You are talking about a
side effect, which can sometimes be deliberately planned for, such as
for example, in the dog campaign for Ikea, in which we also specifically
PR had used and organized a press conference.
Conversely, we also carry out promotions in which we
Do not plan for attention from the general public, but they
often received by chance. This is how we were for the last two actions
rather surprised by the way they were exploited in the media. That has
the customers were of course pleased. Of course, we always want to
Implement ideas as effectively as possible in terms of advertising. But at the same time this means that
this should be done as far as possible without negative reactions, i.e. without
the police must intervene.
WW:
Does that mean you don't take risks?Sandro Galli:
I'll make a comparison: If you park in a certain place
but there is no free space and there is the threat of a fine, then
why don't you do everything you can to handle the whole thing in such a way that you can
minimize the risk for a traffic ticket. We say
therefore the customers that we carry out the actions in such a way that afterwards
flyers or giveaways lying around are removed by us again
become. After all, we do not produce waste, but make the
Passers-by small gifts and give pleasure.
WW:
But without unlawful character you do not gain attention?Sandro Galli:
Exactly not. We do a lot of guerrilla actions that are absolutely in the
legal framework. If an idea falls completely outside this framework,
then we do not implement them. I cannot justify
my employees or promoters criminally or even
take a risk in terms of health.
WW:
Have you already had to turn down requests because of this?Sandro Galli:
Yes, several times; we had to reject actions because they became the
in the direction of damage to property, or otherwise there is a suspicion of a
Criminal offense existed.
WW:
Specifically?Sandro Galli:
If, for example, a customer - a large telecom company - wants us to
asks to paint its campaign logo on houses with stencils and spray cans
spray. Pascal Rechsteiner: Generally speaking, we set a high value on all sprayers.
guerrilla concepts common sense and want them to be
give people a smile, that they are not offensive or
sexist and that no damage to property has been committed in the process.
will. Funny actions that, due to their nature or extent.
are not one hundred percent approvable, but do not pose a threat,
we gladly implement.
WW:
And the competition is happy to step in for dubious projects.Sandro Galli: I have never seen an unsustainable project from
was carried out by another agency. On the other hand, it happened once,
that the customer himself realizes the idea and for this purpose his apprentices
Pascal Rechsteiner: Sometimes customers are shocked when we inform them about the
inform possible consequences, and want to cancel the action. Often
we can still realize them slightly modified. In the
After all, guerrilla marketing is not principally about using illegal
actions to get into the newspaper or even the police on the plan
to call, but for the surprise effect in a place where it is the
People do not expect, and in a way they have never experienced.
WW:
However, Zurich does not seem to be a suitable location for this.Sandro Galli: You can't say that. The municipal ordinance, which
regulates the use of public land for advertising purposes, will be
Each Swiss municipality interprets and handles the law differently. It
there are cities where obtaining a permit is not necessary, and
others that do not issue permits at all. And then there are municipalities
such as Zurich and Lausanne, which have a rather restrictive and opaque
Approval policy. Thus, in the case of the Ikea bed we would have
apparently received a permit, while the wallet action for
Lucerne Tourism would have been rejected sooner. This arbitrariness offends
we and at the contradiction that public ground anyway constantly to
used for advertising purposes. All printed with company logos
Delivery vans and business cars are advertising media and may be used without
permit to drive around. Why is commercial advertising treated differently by licensors?
rated as political or religious advertising? The trade police
then points out that our advertisers can also place advertisements or
Pascal Rechsteiner: Permits for promotions in Zurich's public transport system are new.
Downtown contingent, three days per year per business,
regardless of its company size. In practice, we find,
that already one logo presence at an event as a contingent
applies.

WW: Nevertheless, the media hype shows that today more
Sandro Galli: This is deceptive, because the random accumulation of objectionable
actions has been hyped up in the media. The number of unconventional
Promotions, however, has not exploded in the last ten years, as
the authorities would have us believe. Today the borders are simply
pulled tighter.
WW:
With what consequences for you?Sandro Galli: That we have to become more clever in cities with restrictive licensing practices and try out new ideas.
WW:
Pascal Rechsteiner: Video beaming is on the rise in England and the USA.
In the process, teams travel from location to location and project images or
Spots on walls and monuments. We think this is a fun idea, but
After the legal clarification, it is clear that we want this new
advertising medium cannot be used in Zurich.  
Interview: Luca Aloisi

Competitions The registration deadline for the
new Effie is about to expire. Wirz Werbung explains why an agency
Effie has been a big hit in Switzerland in the last few years.
years, it has become an event for which more or less
only the potential award winners were interested. This should change
change now. The Effie is to be renovated and revitalized and so
its permanent place alongside the various other competitions such as
Marketing Trophy, ADC, DM Award, Crossmedia Award, GFM Marketing Award
and the like.

For the new Effie from BSW leading swiss agencies, there is also a
new advertising campaign. It's been a long time since the Effie was even
has been classically advertised. While in previous years only
the invitation to tender has just been reissued, this year there are 
- not least thanks to the generous support of media providers
- an impressive advertising campaign. Burson-Marsteller is in charge of the public
Relations. Wirz Werbung created a classic campaign. This
consists of advertisements, posters, flyers and a radio spot. On
humorous way, the target group is made aware of the importance of
winning an Effie is for your career. And how little
There are now alternatives to finding other ways of
to stand out from the crowd. CD Matthias Freuler at Wirz wants to
convey the message with a wink: "Times have changed.
changed, and in the professional life of an advertising manager it is important that he
can prove his success with an Effie just as effectively as
a creative person with his dice."  

Andreas Panzeri

Radio Musigwälle 531 has its name
and is now called DRS Musigwälle. This is accompanied by a clear
Positioning as a broadcaster for lovers of traditional and
music that is close to home. And because the listeners on the
new Musigwälle should feel at home, is the claim that the
agency SFLB: "Where you are at home". In the
Campaign announces the protagonists of the folk music scene and radio plays
their visit to the listener at home. For example in the hit "Herzilein -
Wir kommen zu dir ins traute Heim" by the Wildecker Herzbuben or in
Heino's evergreen "Blau blüht der Enzian - Bei dir zu Hause auf dem
Divan".

Daily newspapers The Bieler Tagblatt wants to
against the Espace Media Groupe. On September 24, the
The innovation process at the small company
Regional newspaper for Biel and the Seeland, published by the local Bieler
Verlag Gassmann has been completed. Catherine
Duttweiler already took over as editor-in-chief last January.
taken over. The newspaper, which has a circulation of 31500 copies, is
the undisputed number one in the area. Nevertheless, a
relaunch: The Bieler Tagblatt is also fighting for readers
and is feeling the advertising crisis. "Newspapers have to keep adding new pages
to raise," says Editor-in-Chief Duttweiler.
The new design is intended to be classically elegant, clear and
be reader-friendly. The changes to the content aim to be more
interactivity, more user value and closer reader loyalty.
Duttweiler is proud of the new info boxes, a "core element of the
new layouts", in which readers can find background and
Find service information. This "second level of information" is based on
an opinion poll of 826 people who would like to see more
We would like to see explanations of terms and more illustrative graphics.
Although the Bieler Tagblatt has a loyal older clientele, it does not
now also appeal to young people. It does this with a
full-page interview in which young people meet celebrities once a month.
from politics, business and culture. The
Young people's desire for more popular culture corresponds to the
editorial team by reporting weekly on the best parties in the region.
and published an illustrated crime novel, which was published in Biel
plays. And finally, with the support of the
Gassmann's Journal du Jura has increasingly reported on the Bernese Jura
report.
The relaunch is characterized by a female team: The 43-year-old
Catherine Duttweiler was the freelance newspaper designer Katja
Hösli at his side. Hösli has already designed several daily newspapers, including the
Berner Bund or the St. Galler Tagblatt. A successful redesign
She compares it to tidying up the living room: the living room has to be
the identity of the newspaper should not be lost.
go. The layout is a little reminiscent of the Bund: "The spirit of
Katja Hösli is tangible," says Duttweiler. "From the Berner Zeitung
we want to consciously set ourselves apart; in Seeland it is our
Main competition."
Now Catherine Duttweiler is hoping to be successful against Espace Media
Groupe, which opened its bilingual office in September 2004.
Biel radio station Canal 3 took over and thus onto the Biel advertising pie
access. However, Espace is also a cooperation partner: the
Berner Zeitung provides the jacket section, whose pages the Bieler Blatt
partially taken over and redesigned.

Helen Brügger

Column The editors-in-chief are with men
occupied, the newspapers phallogenic accordingly. High time therefore for
Hanna Bütler, Petra Hartmeier & Co.I am the little Derdiedas, the
Carpenter, and write something to you. A little ranking, that's for sure,
inexpensive, worth the effort, simply wonderful. Whereby: The topic around which
it goes, is worth writing for few: women! Gender - is that what
for dinner? No. You don't want to read any further? You think:
Women in the bosses' chairs, an age-old issue? Well, women,
Men, children, the vexed subject has been effectively for 10000 years
current.

Hanna Bütler? Petra Hartmeier? Erna De Schepper? Sounds
more interesting. And female bosses like these would make newspapers a
small and perhaps big difference in perspective and
Extending the range of topics. However, the newspapers and thus their content are
extremely phallogenic. This is also shown by the following insightful analysis
on the heterosexuality of editorial boards: From the major Swiss
newspapers, not a single title is edited by a female editor-in-chief.
responsible. None. In the more than 225 years of Swiss
print media history, there was just one bigdaily newspaper, the
was female-led: the Tages-Anzeiger under Esther Girsberger, from the
January 1, 1998 to the end of October 1999.

The editors-in-chief of regional newspapers today include just two
Women. The Zürcher Unterländer is headed by Editor-in-Chief Christine Fivian,
the Bieler Tagblatt has been under the
Lordship of Catherine Duttweiler. But otherwise - no
Women's responsibility, nowhere. It looks bad, very bad:
For this exclusive ranking, chief editors or
HR department of all print titles of Ringier, Tamedia, NZZ, Espace
Media and Le Temps for clear personnel information. As the only
However, Tamedia's Head of Communications Franziska Hügli submitted the
Numbers in. A woman, by chance? Anyway. The ranking
Thus, due to a lack of information from the media companies, the majority of
in diligent hand reading of the imprint.

The evaluation: Not a single Swiss newspaper has a
Women make up more than 50 percent of the workforce. A proportion of women in management of
The Tages-Anzeiger achieved 47 percent, thanks mainly to the
small departments in the back of the newspaper. The other titles
barely scratch the 20 percent curve. In addition, not a single foreign or
domestic department of the 16 titles examined is female-owned.
The economy department is also male nationwide without exception
managed. The women managers are mostly heads of the culture departments,
cultural agenda, life and sporadically science (NZZ and NZZaS).

The ranking is sobering, sure. But what's wrong with a male surplus
so bad? What do female bosses need in the first place? Women would
say: "In principle, there needs to be more diversity of viewpoints, more
Diversity! Two see, think, know, feel more than one. And the
The world consists at least of woman and man. If only men
topics, a men's newspaper for men also comes out.
Newspapers, blind in one eye, content in mono mode. We want
more. Not that writers with breasts are better. But just: different."
Dear women, you will never get anywhere with such votes of understanding, say
the fighters, and they are right. But also changed with
their struggle not really much. Crises are opportunities: Only with the
media crisis, the falling number of advertisements and subscribers grasp it
men, too: readers are readers, too, and possibly even more so
the more interested ones. But how do you win them over? That's what the NZZ asks
Felix E. Müller, for example, confessed at a panel discussion.
But: Don't ask, gentlemen, do! If you want readers, you have to
Get chief writers. It's that simple. Because what women find exciting
they know best themselves. That is simple biology. Men
are not women. Fortunately.

Incidentally, the weekly newspaper is running out of competition. The WOZ has a new
new dual editorship of Esther Banz and Susan Boos.
Women's cadre share of 100 percent, believe it or not! A
Sensation. Gold, silver and bronze therefore go to WOZ - because
Medals are awarded here, as in every discipline, only for genuine
Brilliant achievements. We have still forgotten one regular editor-in-chief:
the editor-in-chief of the Appenzeller Zeitung, Monika Egli. The province
is not usually where you would find it in Zurich, Bern or Basel.
suspected.

> Anita Hugi is a freelance journalist and member of the Presseladen Zürich.

At its hearing, the Federal Supreme Court
on Tuesday rejected an appeal by Comedia. The
Media union opposed a ruling by the Vaudois judiciary
about a blockade action by trade unionists in spring 2001, as the
NZZ is to be taken from. Members and sympathizers had
on March 21, 2001, the entrances to the Presses Centrales printing plant in
Lausanne to challenge the termination of the collective labor agreement.
by the printing plant. In the course of the demonstration
There was damage to property and an attempt to prevent the delivery of the
printed newspapers. A Vaud court ordered the
Comedia therefore agreed to pay 22,000 francs to Presses Centrales
to. This amount was intended to cover the damage incurred and the employment
of private security forces by the printing company on both days
after the action. The union appealed against this,
which the Federal Supreme Court rejected, as the action went beyond what was permissible.
had gone beyond that. However, the
Cross-appeal by Presses Centrales. The matter now goes to the
reassessment to the lower court. The latter will decide whether the
The union also covers the costs of subsequent Securitas deployments in the amount of
of 40,000 francs.

Mode Migros does not have professionals model its fashions, but ordinary consumers.
Migros fashion in the weeks leading up to the new school year, the second
wave. And then with adult models. At the latest with this
the creative concept, which is striking for the fashion industry, becomes clear
become recognizable: Presentation by normal-looking amateurs.
The Federation of Migros Cooperatives deliberately takes an unpretentious approach with its
fashion campaign, which was recently launched by the agency Spillmann Felser Leo
Burnett (SFLB), does not take the traditional route. While
practically all fashion retailers and fashion divisions of merchandise and
mail-order companies to enhance their clothing and shoe collections with attractive
semi-professional and professional models,
those responsible at Migros have given Mr. and Mrs. Ordinary Citizen
entrusted with this task.

"Heidi Müller instead of Heidi Klum", is how lyricist Peter Brönnimann sums up the
advertising idea with a grin. People like you and me, who
are at the center of Migros fashion.
For once, teachers, housewives, students, foresters or pupils are
Migros models and are intended to show how to be a normal person.
in the normal, inexpensive fashion from Migros. Because
practically everyone in Switzerland can buy an item of clothing from the
Migros, there are also thousands and thousands of Migros models. This is how
For example, Louisette Morisaud, secretary from Carouge, model no.
1322668. honest, almost banal normality for a stronger
Streetcredibility as a contrasting program to the usual coolness and the
Star system of the stylish fashion world. The Zurich photographer
Katharina Lütscher interviewed, among others, a housewife, a
secretary, a hairdresser, a Zurich pool attendant and a
French actor in front of the lens.

With this campaign, Migros is proudly acknowledging its position as a
mass supplier in the field of clothing and do this with a
A wink at the dazzling world of fashion and models, explains CD
Martin Spillmann, who also knows these very well. After all
his agency for exactly the same area at the Migros subsidiary
Globus responsible.

The fact that the fashion retailer with the highest turnover in Switzerland is now
products in the textile range, about the design of its
fashion departments through to advertising, everything fits together and creates an image.
is obvious. For the orange giant, this
positioning because, as a major distributor, it is better positioned
everyday clothes and not the idea of fashion, style and
Awareness of life.

The difference between this concept and that could be greater,
which the Coop City fashion brochure is based on.
The latter attempts to create an aristocratic, very British world.
construct. Whether the thin advertising varnish of the presentation in the department store
can be doubted, especially as the own brands such as
Miss You (in German "Ich vermisse dich" or "Fräulein Du")
appear somewhat awkward.

Luca Aloisi

In the mandate relationship, Karin takes over
Müller the handling of the Swiss split of the women's magazine Elle.
Müller is the new contact person for the German-speaking split in the
Switzerland. The client is the Geneva-based company Promoedition, which
trade journals such as Heure publishes and also for the
French-speaking Elle is responsible for the French-speaking part of Switzerland.
Müller was previously, among other things, editor-in-chief of the women's magazine
Edelweiss (Swiss German edition) and now runs her own office as a media consultant for
TV coaching and crisis PR in Zurich.

Awards The New York Festivals have
The Midas Awards for Financial Communication were presented for the fifth time. Also to
Zurich agencies: In the guerrilla marketing category, the
"Recruiting Pencil" by Ruf Lanz for McKinsey a World Silver Medal.
The "True to You" campaign for the bank made it onto the shortlist
Julius Bär (Jung von Matt/Limmat) and "Phone Numbers" (Ruf Lanz) for
McKinsey & Company.

Interview with Editor-in-Chief Catherine Duttweiler on the further development of a regional newspaper.WW: What do you mean by the second level of information?
Catherine Duttweiler: We
want to provide readers with more background information and added value.
offer. Boxes have been a trend for some time, but new for daily newspapers
is that we consistently equip the main articles with them - without
that this is at the expense of the running text. Thanks to the redesign
we have gained space. So in future we will offer more information per page and
more white space, which enhances the BT both visually and in terms of content.

WW: You
previously worked for major media outlets - SonntagsZeitung, Basler Zeitung,
Radio DRS - what about the willingness to innovate in a
small local newspaper?
Catherine Duttweiler: I
I am positively surprised. Of course, we don't have the same
Support with reader research, for example, as with a large
Publisher. Most people are open to making the decisions.
unbureaucratic. I was careful not to make the same mistakes.
like the Basler Zeitung and at the same time turning everything on its head.
place. Our renewal process is ongoing and is also
not yet completed. Since I took over as editor, we have
introduced something new almost every month.

WW: One of the wishes expressed several times by your readers was to find out more about the Bernese Jura.
Catherine Duttweiler: Yes,
The interest is great. It is our task to discuss sensitive issues of
reunification as well as about the great
local recreation area. We work closely with our sister publication,
the French-language Journal du Jura. In the editorial office
we do not work separately by language, but by department.
Information flows freely from one language to another. That is
stimulating.

WW: Do you feel the pressure from Espace Media Groupe?
Catherine Duttweiler: Less.
Every week we offer 75 pages about Biel and the Seeland, so we are
unbeatable. The Confederation tried to gain a foothold in Biel, it had to
close his office again. We are feeling the pressure from
Businesses and interest groups that do not advertise and
to the editorial section. We receive an average of
77 invitations and 86 communiqués per day. But we clearly focus on
according to the interest of the readers and meet our
Selection of topics according to journalistic criteria.

WW: How do you see the future?
Catherine Duttweiler: We
have to stay in the big commercials. But I am convinced,
that independent regional newspapers can survive if they are
enter into cooperations, focus on their core business, the region,
and promote additional interactive offers on the Internet. It
will continue to publish daily newspapers with a complete range of information
that create an overview and contribute to the cohesion of a region.
contribute. The aim of our relaunch is to continue as a quality newspaper.
to pass.

Interview: Helen Brügger

Trade magazine With the current issue
the knowledge magazine of the Gottlieb Duttweiler Institute GDI is published
Impulse with a new look & feel and sharper focused content.
For the 23-year-old quarterly, the title says it all,
interprets and communicates trade, consumption and
Social trends. Even if the transfer of knowledge is at a high level
not least thanks to the renowned authorship of the book.
GDI Impuls has become "emotionally more approachable and usable", it says
with the publisher. For the design of the magazine, the GDI worked with the
Berlin agency Schindler Parent Identity.