Telecom Comzone has commissioned Swisspromotions to develop and implement a direct marketing strategy for the Zurich-based company, which offers dial-up Internet connections and landline telephony. For the launch of these services, Swisspromotions is implementing customer acquisition concepts and looking for partners for promotional campaigns. It is no coincidence that Swisspromotions was awarded the contract: the agency shares Managing Director Urs Käppeli with Comzone.

Migros We've suspected it for a long time: size does matter. Migros and house agency Exxtra provide the proof. While men attach importance to the literal size of the appliance, the Migros model discovers the advantages of tiny appliances. "Sometimes smaller is better," teases the ad, revealing the "big" secret with the announcement of the smallest panty liner in Switzerland. But does this answer the crucial question of the importance of size? If the creatives are to be believed, women prefer something small, at least in their briefs.
New findings from sex research? Migros is convinced that smaller is better >> Page 2

Advertising Research: For a long time, recall and recognition were considered the benchmarks for advertising success. But now, brain research is revealing new insights: The surest path to the customer’s wallet lies through their unconscious memory. A paradigm shift in advertising effectiveness research: Until now, it seemed clear that consumers process advertising messages more or less consciously and then behave accordingly. But this theory is no longer supported by new research findings. Social role patterns and everyday behaviors are learned through a variety of observational and assimilation processes. The spontaneous reaction to a commercial recommending the frequent use of a particular brand of vinegar or a specific type of dentures, however, is something fundamentally different. So why should the process by which advertising works be similar to the learning of social patterns?
Against this backdrop, something about the traditional theories of advertising effectiveness seems off. The very premise is flawed: When you learn something, you sit down and make a conscious effort to learn. Even if you don’t feel like it, you still have to at least try.
With advertising, however, it’s the other way around: it never works because people want to see it, but only because they don’t want to see it. The skill of advertisers lies precisely in getting people to look—even against their will. Learning theory, on the other hand, suggests that influence through advertising in media follows the classic stimulus-response model: The consumer learns the message, weighs the arguments, and then makes a purchasing decision. But how is someone supposed to learn and weigh arguments that don’t interest them at all?
Learning from Patients with Amnesia
Brain research provides the explanation. In the 1970s, scientists made an unexpected discovery that they initially couldn’t quite make sense of: They found that patients with amnesia—that is, memory loss resulting from severe brain injuries—were able to learn new skills without remembering how to solve the task. For example, if the patients were asked to solve a puzzle, they did so. The next day, although they could no longer remember the task, they solved the problem faster than the day before. On the third day, they completed the task even faster—again, without recognizing it.
These studies by neuroscientists showed that patients with amnesia store information—without a conscious memory of it—that has a lasting influence on their behavior. These findings can also be applied to research on the effectiveness of advertising. This is because the practical experience of market and media researchers, as well as marketing and advertising professionals, points in a similar direction: there are campaigns for which strong effects can be expected. These are not necessarily the campaigns in which traditional effectiveness indicators, such as brand recall or ad recall, achieve high scores. There are also strong effects without favorable indicators.
How does it work? Advertisers have long relied on various psychological factors—such as catchy melodies, humor, and identification—to
To ensure strong recall or good recognition of advertising campaigns. All of this is well known in the field of memory psychology. The key term is implicit memory (see box): We are guided not only by conscious (explicit) memory but also by unconscious, implicit memory. This implicit memory has also been identified in healthy individuals as a factor that influences many behaviors and impressions. These include the perception of the volume of spoken words, the appeal of products, the popularity of names, and the memorability of advertisements.
Eric Kandel, the American-Austrian Nobel laureate and neurobiologist, deciphered the molecular processes underlying memory in the 1990s. He was able to demonstrate that experiences and memories interact throughout a person’s life. This can also be explained physiologically: All data consciously processed by the brain is first recorded in a brain region called the hippocampus. From there, it is transmitted to the cerebral cortex and stored—precisely at the location where the perceived stimulus was originally processed.
So there is a part of the brain that is responsible both for recognizing a familiar face and for storing a face that is still unfamiliar. Perception and memory take place in the same location. And for this reason, experience and memory also influence each other.
Automated Knowledge
Much of what a person knows is not conscious to them. Once you have learned to drive a car or play tennis, you perform the corresponding movements automatically, without thinking about them. This implicit memory by no means applies only to motor skills. Human perception, too, is largely stored in implicit memory: objects are recognized automatically. This process does not involve the hippocampus, which is responsible for storing conscious or explicit memories.
This brings us back to patients with amnesia—people with impaired explicit memory. One notable case involves a patient who was in a bicycle accident at the age of nine. The brain injuries led to such severe epileptic seizures that part of his temporal lobe and hippocampus had to be removed. Although the seizures stopped afterward, the patient suffered from memory loss: He could still recall all his experiences prior to the operation. He was also able to retain information for a very short time. However, he could no longer transfer short-term information into his long-term memory. As a result, immediately after eating, he would forget that he had just eaten and ask for food. Or, for example, he would recognize himself in childhood photos but not in the mirror.
One can conclude from this that people store a great deal of information automatically and unconsciously, and that this mechanism apparently takes place in the brain independently of the process of conscious memory. This is the key insight for research on the effectiveness of advertising.
Three aspects of implicit memory are important for advertisers: First, implicit memory relates more to people’s behavior than to what they can recall. Second, implicit memory is completely independent of conscious memory. And third, emotional reactions are closely linked to implicit memory. There is strong evidence that people’s emotional responses to words, images, or advertising materials arise independently of conscious memory in the conventional sense. Feelings can therefore be based entirely on implicit memory.
Incidentally, it has been found that implicit memory is highly sensitive to perceptual characteristics such as colors, fonts, or size.
Even forgotten ads are effective
Based on these findings, it can be concluded that using memory and recognition as criteria for determining the likelihood of advertising success is hardly suitable in advertising effectiveness research. This is because the influence of unconscious exposure cannot be overestimated. Studies have shown that product favorability depends heavily on unconscious recall.
Research on implicit memory is very similar to studies on subliminal advertising. These studies have shown that when images were presented subliminally, the participants were not able to identify them any better. However, when asked to decide which images were more attractive, they consistently chose the ones that had already been presented to them subliminally.
The same result was observed in tests conducted by Tim Perfect and Sue Heatherley of the University of Bristol on behalf of the Financial Times using print ads that the test subjects had viewed as completely normal but subsequently forgotten. It turned out that ads can influence consumers’ feelings toward the advertised product, even if they do not recognize it as something they have seen before. Advertising messages evidently have an impact—especially on emotional judgments—even when they are not consciously recognized. Advertising motifs that are seen but then forgotten are nevertheless perceived later as more appealing, memorable, and distinctive. The likelihood of an emotional preference is independent of whether the ad is consciously recognized or not.
Perfect and Heatherley concluded: «Measurements of advertising effectiveness that rely solely on conscious recall may underestimate the effectiveness of advertising materials or campaigns; for it is possible that an advertisement may not be recalled but still have unconscious effects.»
Implicit memory is more susceptible to other factors than explicit memory. Therefore, anyone who wants to influence the unconscious attitudes of their target audience must also take into account those elements in their advertising that facilitate strong implicit memory, rather than focusing exclusively on ensuring that their ad is consciously remembered.
Implicit Memory: First, the cerebral cortex processes all sensory stimuli. The key point is that a person remembers such perceptions even when they are not consciously aware of them. Researchers refer to this as implicit memory.
Implicit memory has two components: 1. Procedural information: e.g., swimming, riding a bike, climbing stairs; 2. Priming: all information derived from unconscious perception. With its help, for example, words read only briefly can be grasped more quickly through «guessing.».
In order to enter consciousness at all, sensory stimuli must be transmitted to the hippocampus. It determines which information becomes part of explicit memory. Explicit memory is responsible for conscious recall and also consists of two parts: episodic memory stores personal experiences and the associated emotions; semantic memory stores facts, information, and knowledge.
Emotionally appealing subjects generate positive feelings regardless of conscious memory.
High-pressure sales pitches run the risk of neglecting emotional memory cues.
Wolfgang J. Koschnick

Creativity: The Biel-based innovation agency Brainstore is unveiling its revolutionary concept to the public.
»Serendipity« is one of those lovely English terms that are almost impossible to translate. In this case, the closest equivalent would be »the joy of discovery« or a paraphrase like »finding what you weren’t looking for.« Nadja Schnetzler understands the appeal and benefits of Anglicisms; it’s no coincidence that the Biel-based innovation agency she co-founded in the pivotal year of 1989 is called Brainstore. Another more recent example: Two-thirds of the chapter titles in her new book are written in trendy modern German—from »Creating Community« to »Net Scouting” to “Idea Design.” Yet the trained journalist doesn’t quite know what to make of “serendipity.” According to her conviction and experience, only those who have a rough idea of what they’re looking for can actually invent or discover something new. At least, that’s the basic thesis of the chapter “Briefing & Kick Off,” in which Schnetzler outlines the prerequisites for structured, standardized innovation processes.
Kisses from the Muses on Demand
The briefing phase, during which the criteria, processes, and goals of the ideation process are defined, falls under the category of «idea management,» just as does its final implementation —which, due to its role as an interface, serves as something like the artificial heart of the idea machine from the «Gehirnladen,» which, logically, should really be called Brainfactory. Between this starting point and this end point, the systematic search for innovation is divided into three basic steps—which can be further subdivided depending on the problem at hand: procurement, consolidation/refinement, and selection. The fundamental prerequisite for optimal efficiency and effectiveness of all these components, however, is «the right mix of experts and laypeople, of internal and external perspectives.».
According to Schnetzler, such «mixed teams»—in which representatives of the target groups are involved in the decision-making process and contribute to discussions from the very beginning—not only prevent organizational blindness but also often eliminate the need for time-consuming market research.
By definition, idea generation is the first link in any value chain—regardless of industry or era. As such, even in rationalist, thoroughly rationalized environments, the act of intellectual creation has always been shrouded in the myth of genius and inspiration. Who would know this better than copywriters and art directors? It’s no wonder, then, that the radical democratization of «human creative resources»—as Nadja Schnetzler now advocates and simultaneously demonstrates—is by no means uncontroversial, especially in the communications industry.
If we set aside wounded pride for a moment, professional creatives and their studios are left with only one compelling argument against ideas that are, in effect, mass-produced: namely, that these are mass-produced goods that ultimately offer clients not surprising «uniqueness» but rather a homogenizing «more of the same.» A predictable reservation that Schnetzler’s engagingly written and wittily illustrated guidebook is not quite able to dispel. Instead, she frames her key argument as a rhetorical question that also serves as a sales pitch: «Which company today still has the time and capacity to search for new ideas internally using the centuries-old principle of »trial and error’?” Answer: probably none, except perhaps communications agencies.
Invention as an Industrial Process: Illustration from Nadja Schnetzler’s work *Die Ideenmaschine*.

> The Idea Machine. Method Over Inspiration: How Ideas
*Industrially Produced* by Nadja Schnetzler. Wiley Verlag, Weinheim 2004. 229 pages, 45 francs.
Oliver Classen

Commuter newspaper 20 Minuten has to close its "online newspaper". The reason for this are secondary exploitation fees demanded by the Swiss News Agency (SDA).20min.ch editor-in-chief Peter Wälty told the Netzwoche ticker that the SDA's tariff ordinance provides for an additional fee for the publication of the print version of a newspaper on the Internet, in addition to the existing subscription payments for print and online news. Negotiations are currently taking place. However, 20min.ch states that a relaunch is "rather unlikely". SDA stated that the secondary exploitation fees are not new, but have been in place since 1997.

Design The paper group M-real Zanders invites graphic designers from all over the world to present their best work as part of the campaign for the new Ikono new brand. A jury of experts will select the 50 best works. They will be compiled in the "Ikono Showbook 2004" in the fall. The winning designers will also be briefly portrayed. Only works that have never been published or were not published before 2003 may be presented. The closing date for entries is April 30. The conditions of participation and
Registration forms can be found at www.ikono.de or can be requested from Sihl + Eika in Switzerland by calling 01 723 60 00.

replaces Heinz Bättig as Managing Director of the Reinach printing house Birkhäuser + GBC as of March 22. Bättig had been managing Birkhäuser on a temporary contract since June 2001.Daniel Merkel Merkel takes over the position in addition to his previous role as general manager of the production operations of the parent company Basler Zeitung Medien. ...
Publicis copywriter Petra Bottignole is leaving the Zurich agency to set up her own business as a copywriter/concept developer. Bottignole has been with Publicis for two years and previously wrote copy for Guye & Partner and Weber Hodel Schmid.
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At the beginning of March, the Zurich agency Advertising Art & Ideas appointed Patrick Meyer as its new copywriter/concept developer. Meyer most recently worked as a copywriter at Interbrand Zintzmeyer & Lux.
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Nathalie Oswald has joined the Biel-based advertising agency Virus Ideenlabor as a graphic designer. She previously worked for DDB Bern.
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A few days after the publication of the first figures of the Advertising Index Switzerland (AIS), project manager Hans-Jürg Gränicher (photo) is stepping down. Wemf Director René Schmutz takes over his duties.
Gränicher joined Wemf in August 2002 to set up the AIS advertising expenditure statistics.
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Max Ungricht succeeds Hansjörg Bürgi as Editor-in-Chief of the aviation magazine Cockpit. Ungricht has been involved in the concept work for the redesign of the magazine since the beginning of the year.
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Beat Riem, the previous Head of Human Resources, is leaving Schweizer Fernsehen DRS at the beginning of April due to the
Reorganization at the transmitter.

Auto The Zurich-based advertising agency Viva has been commissioned by the Swiss Automobile Industry Association (AGVS) to handle its communications; the umbrella organization of Swiss garages represents over 4,000 businesses with around 40,000 employees. Viva supports the AGVS as lead agency in the areas of internal and external communication as well as brand management.

Branded goods Following the takeover of Epa and Waro by Coop, Swiss branded goods manufacturers see their sales channels under threat. Coop has a 37 percent market share, Migros has 40 percent and this concentration of power is not in the interests of consumers, believes the branded goods association Promarca. If the probability of getting onto the shelves of retailers decreases, the innovative strength of branded goods manufacturers diminishes. The association wants to campaign for a joint code of conduct for retailers and industry. Promarca has compiled a dossier at www.promarca.ch to raise public awareness of the issue. In addition to a statement, it includes interviews with Promarca Director John Peter Strebel and five heads of branded goods companies.

Exhibition systems For the third time, the Antalis paper group is holding the Visual Days in Roggwil on April 1 and 2, where more than 20 suppliers of advertising and exhibition systems will be showcasing their latest innovations and long-standing favorites. In addition to the stand presentations, the Visual Days also offer a series of specialist presentations in German and French. More information is available at www.antalis.ch

The word "anniversary" comes from "jubilation", so it's no wonder that you'll look in vain for (self-)criticism in BZ local head Martin Haslebacher's commemorative publication on the last quarter of a century of Bernese press history. Instead, the volume contains rare photos -
for example by Group CEO Charles von Graffenried at a Harley
Davidson - also two helpful chronicles, one of (today's)
Espace Media Groupe and one of Switzerland's media locations.
> BZ - a Bernese success story. From the Berner Tagblatt to the Espace Media Groupe by Martin Haslebacher. Benteli Verlag, Bern 2004. 152 pages with 80 b/w pictures, 28 francs.

Press The launch campaign for the new Ringier political magazine Cicero is being realized by Publicis, Berlin, originally the Hamburg agency Shaken not Stirred was under discussion, but it declined the budget because, according to the agency, the fee specifications would have meant price dumping, which Ringier rejected. Cicero launches on March 25.