The European Commission (EC) is defending the measures it published in July to combat misleading food advertising.advertising bans According to the EC, in future, health benefits may only be advertised if they can be proven. The EC complains that "misunderstandings" have arisen in reporting on this. Slogans such as "Haribo makes children happy" are still permitted because they do not make any health-related claims. Vague claims such as "improves memory", on the other hand, should no longer be allowed.

Among other things, Mach Basic also contains basic data on media users' product interests. However, if you want to take a more detailed look at the target groups, you have to turn to Mach Consumer. With data from over 11,000 interviews, this is the largest consumer study in Switzerland. It links the purchasing behavior and media usage of the Swiss population. In addition to the purchasing behavior of the respective target group, the study also shows which titles can be used to reach these groups most efficiently.Anyone who wants to launch a product on the market informs themselves in advance about the needs, inclinations and habits of consumers. That's why marketing strategists need research results that shed more light on consumer behavior. For the advertising-relevant markets covered by Mach Consumer, information includes: How many consumers buy a particular product or use a particular service? Which retail stores do they visit? In addition, the Mach Consumer also contains data on the media usage of the target groups. The results of Mach Consumer come from a representative sample survey of the Swiss resident population aged 14 and over. Around 23,000 telephone interviews are conducted regularly throughout the year to research the media behavior of the Swiss. The results of these interviews are published in Mach Basic, the Swiss reach study. Every two years, half of the 23000 people interviewed each year provide written information about their consumption behavior, answering a detailed questionnaire covering all advertising-relevant submarkets. The analysis of these questionnaires is published in Mach Consumer. In the interim years, in which consumer behavior is not re-surveyed, the media values of the Mach Basic, which is re-surveyed annually, are adjusted. Further information can be found at www.wemf.ch.
Cars
Strongly interested in cars, 18- to 34-y, HHE 8000+.
Affinity to range within projection
Population Target group (in %) '000
Facts 166 21.3 49
NZZ Folio 105 16.4 38
Film coming soon 228 15.6 36
Balance 134 15.0 35
Youth pool Basic 355 14.3 33
The World Week 103 11.0 25
The magazine 76 9.3 21
Cosmopolitan 186 9.1 21
Beautiful living 78 9.0 21
Annabelle 81 7.2 16
Good News Magazine 187 5.5 13
Bolero 109 2.6 6
Raised first floor 104 1.3 3
Source: Mach 2003
(WW)

After evaluating the competition, the mountain boot brand Raichle has decided to work with the Zurich advertising agency Spillmann Felser Leo Burnett (SFLB). The budget includes a campaign that will be seen in Europe and America. The renowned brand was acquired by the Swiss Mammut Sports Group in April. According to Brand Manager Stefan Merkt, Raichle wants to grow primarily in the USA.

Just in time for the Frankfurt Book Fair, another clever book by a Swiss author is being launched on the market - apart from a few standard works on the art of cooking, where, as we all know, we've been working at a high level for some time now. However, it is neither by Muschg nor by Weber, but by Jean Etienne Aebi. With "Einfall oder Abfall - was Werbung warum erfolgreicher macht", the CCO of Publicis presents a book of over four hundred pages that deserves to be called a strong work. Or, to put it in ADC terms: The star advertiser, who has been criticized by the ADC many times over the course of his career, invited fellow advertiser Frank Baumann to take part in a panel discussion at the vernissage event. Baumann wanted to know what motivated Aebi to write a book about advertising. According to Aebi, the book was actually written out of anger, as he has been annoyed by bad and poorly produced advertising for over thirty years.
Incidentally, it was astonishing that so many guests had come despite the Rolling Stones' press conference taking place at the same time, joked Aebi afterwards, while Baumann was also on top form - one verbal pass followed the next. For example, Aebi said during the conversation: "It's definitely a global standard work." Baumann responded: "So it's an ideal customer gift." And then with a wink: "The idea of the book is actually brilliant in itself, as most others only have a brochure as self-promotion."
As was already evident at the vernissage, Aebi is certain to receive praise as well as comrades' hammers. Who it will ultimately come from remains to be seen for the time being. In any case, the following people were present at the premiere event and are already in the starting blocks for criticism: ADC leader Andreas Prokesch with partner Manuela Prokesch, Euro-RSCG CEO Frank Bodin, Jean Etienne's brother Geri Aebi, CEO at Wirz, Wirz CD Hans-Peter Schweizer and Wirz Board President Hansueli Schweizer, consultant Gerda Schröck, Mike Weber, Head of Advertising at Swisscom Mobile, Consultant Urs Peter Naef, Medard Meier, gallery owner Andy Illien, Ivan Schultheiss from APG, Jean-Pierre Reinle, ADC Managing Director Helen Müller, Hélène Sonderegger from Universal-McCann, Cem Capanoglu and many other - more or less - creative people.
The conclusion of the book launch: everyone tried to emulate Aebi and talk intelligently about advertising, which was not always successful. But the less eloquent contemporaries now have an almost inexhaustible reference work at their disposal.
The same evening, the Kaufleuten in Zurich was also buzzing. The Zurich cult duo Yello hosted the premiere of their latest CD. And as always, when Dieter Meier and Boris Blank celebrate a CD party, all of Zurich was on its feet. An ideal start and end to the evening, which had already got off to a good start with Aebi's book launch.
Classy and sophisticated was the motto of the NZZ's traditional annual party on Falkenstrasse the following day. Anyone who is anyone was there. In his welcoming speech, a good-humored Marco de Stoppani strung together one bon mot after another. He said that he still had a lot of work to do at the NZZ - even if the competing media keep wanting to retire him early. They, he continued, would never miss an opportunity to predict the imminent end of the NZZ am Sonntag. But, said the NZZ director:
"We are more than equipped to get through lean periods." And finally, with a heartfelt thank you to the suppliers: "The NZZ builds for eternity. So make sure you don't miss out on the upswing!"
Should the NZZ ever be in a really bad way: You could always turn the most beautiful staff restaurant Zurich has ever seen into an in-club. The location in Seefeld would be ideal. It's no coincidence that there are rumors that some customers book at the NZZ so that they can be invited to the NZZ bistro (with a well-stocked bar) by the customer advisors. The "canteen" has none of the dusty ambience usually found in such establishments.
Not for eternity, but at least for a few days, the impression of the superb catering by Gianni Segantini, quasi purveyor to the NZZ annual parties, lasted. In order not to plunge back into the depths of bourgeois cuisine in the days that followed, the budget would have had to be stretched to the limit. The food was of star quality. What the catering crew conjured up for the more than 300 guests was stupendous. Just a small, representative excerpt from the list of dishes that were served again and again. Tuna carpaccio that melted in the mouth - pasta with truffles, and not too few of them - and a dessert symphony to melt in your mouth as the finale.
Beat Fritsch had two vernissages and a culinary orgasm on his schedule last week. Jean Etienne Aebi hosted a stimulating book premiere at the Kunsthaus, while Yello celebrated a wild CD launch at Kaufleuten. At the NZZ annual festival, on the other hand, the food was of the very finest quality, for which
Gianni Segantini and his catering vouch for this.
Where the communications, media and publishing industries meet for their events, we locate at the scene's various events. Do you already have something to report? Pick up the phone (01 296 97 98) or hit the keys ([email protected]). Event tips and more shortlist pictures are available online at www.werbewoche.ch.
Jean Etienne Aebi signed his new book almost non-stop.
Urs Beer (r.) with Frank Baumann - the latter spoke with Aebi in front of the audience about advertising and books with advertising in them.
Markus Pekeler (center) and Cary Steinmann (right), with Markus Gut, had news: Steinmann is now a member of TBWA's Management Board.

Karl Lüönd (left), Head of the Media Institute of the Swiss Press, with Walter Bosch, a long-time companion in the industry.
Didn't miss the vernissage of their colleague Aebi: Advertising doyens Gebi Schregenberger (l.) and Domenic K. Geissbühler.
Also seen in the Kunsthaus lecture hall: Iris Ruprecht (r.), Soda, and Petra Bottignole, Publicis.
The "global standard work" on advertising also interests media people: Andi Gedenk (left) and Dietmar Bemberg from Optimedia.
Representing all the beauties at the Yello party in the Kaufleuten Himmelbar: Zineta Blank (right) and Fiona Hefti.
Has landed another hit: Boris Blank, the musical brain behind the iconic Swiss pop duo Yello.
Hubertus Prinz von Hohenlohe (left) and Christoph Guye were in a good mood at the release party at Kaufleuten.
The newspaper stand - all dressed up like the rest of the crew at the NZZ annual festival.
Marco de Stoppani (r.) and Tobias Trevisan were full of praise for Marianne Läderach, who was responsible for the annual festival.
NZZ editor-in-chief Hugo Bütler and Martin Spillmann, deputy editor-in-chief of NZZ am Sonntag, with J. Pepe Wiss (from left), Bund-Verlag.
Their superiors call them the pearls of Falkenstrasse: Grazia Ganci, Corinne Baumberger and Antonella Mezzena (from left).
Viviane Rauch-Lyoth with the Marketing Executives Michèle Chevin (l.), JPMorgan Fleming, and Jeannine Meier (r.), British Airways.
Delighted about Natalie Schneider's return to the advertising industry: Hans Siegwart (l.) and Markus Bircher from By Heart.
Marketing Manager Christoph Bauer (left) and Sales Manager Marcel Kohler form the sales backbone of the "Old Aunt".
Jean-Marc Meyer, Deputy CD at Lang Gysi Knoll, and Jean-Marie Egger (right) from Publicis at the NZZ bar with Sonja Hürlimann.
They can both tell you a thing or two about the joys and sorrows of being an agency manager: Peter Felser (l.) and Fredy Collioud.
Gerry Stadler (l.) from MPG was seen in the specially erected marquee with NZZ customer advisor Stefan Bernet.
Mediaedge:CIA team - planners Katja Stoffels (l.) and Laurence Saas (r.) with assistant Caroline Landolt.
They know how to have a good time at sophisticated industry events: Sacha Baer (l.) and Thomas Hinderling.
Absolutely delighted with the food at the NZZ Festival: Daniela Hotz (l.) from V-Zug and Lisa Meyerhans, Bank Vontobel.
Had "no questions" at the catering - Reto Gadient, Director Marketing at UBS Investment Bank, and Monica Marchesi.

Cocktailbar All advertisers know three things: Aida, Dagmar and the English sense of humor. Unlike the two old ladies of advertising theory, the insular joke has lost none of its vitality.cocktail bar Three things all advertisers know: Aida, Dagmar and English humor. Unlike the two old ladies of advertising theory, the insular joke has lost none of its vitality. However, there are also disadvantages. Too many continental creatives
feel called upon to imitate the English wit. But our humor can never be that dry, because we are usually
nasty British climate. The result of such hubris can be seen in the ad for the new panty liners from Allways - Alldays extra. Just as the manufacturer has added that "little extra" to the wafer-thin nothingness, the creative bartender has also poured an extra dose of humor over the advertising idea. He impressively demonstrates the absorbency that we previously only knew from "Zewa-wipe-and-go" with a bone-dry slip in a cocktail glass. However, the certain drink for certain days is not entirely convincing from the very first sip. It is doubtful whether Aida and Dagmar, in their older age, will find a taste for the textile and fibrous taste of the "spirit".
(la)

Service marketing Following the fall of the parcel monopoly at the beginning of 2004, Swiss Post wants to maintain its market leadership and is relying on LangGysiKnoll to do so.
The complete liberalization of the parcel market on 1 January 2004 poses major problems for Swiss Post. Since the first partial liberalization, private competitors have discovered the lucrative B2B business. In recent years, the parcel volume of competitors has increased to a good quarter of the market. Although competition is not expected to intensify at the beginning of the year for the transport of parcels weighing less than two kilograms due to the lower margin, the "postmen" are still in danger. The cost-intensive monopoly sector has once again torn the biggest hole in Parcel Post's loss-making coffers. And the prospect that existing corporate customers might soon check out the often free trial offer from competitors and acquire a taste for it is unlikely to be encouraging either. Whether last year's improvement in results - a reduction in the deficit to CHF 76 million - will bring the company closer to its goal of being in the black in 2005 depends not least on the market presence of its competitors. In the shrinking Swiss parcel market (-7% since 2001), growth is only possible at the expense of others: Direct Parcel Distribution, better known under the DPD brand, has grown strongly in the franchise country of Switzerland, even in a declining parcel market (2002: +15%). This gives the French Geopost subsidiary, which has been operating in Switzerland for ten years, a market share of around eight percent. DPD Marketing and Sales Director Gregor Menzi: "We will hardly react to the forthcoming partial dismantling of the monopoly with an aggressive campaign, but will continue to improve the price-performance ratio and rely on word of mouth, personal sales and high-profile events."
According to Media Relations Manager Mirjam Steiner, DHL, ParcelPost's second-largest competitor, has recorded "growth of over ten percent in the local market, even in the difficult economic situation". Steiner hopes that the opening of the market will lead to a further increase in parcel volumes. However, the parcel post sector under one kilogram will remain a state monopoly, she says. And: "As long as Swiss Post has competitive advantages, such as the exemption from the night-time driving ban, it cannot be assumed that there will be an increase in parcel volumes.
complete fall of the monopoly." Accordingly, DHL will continue to communicate its strengths in global transport and logistics expertise with the "More Power" campaign, which visualizes the troika of DHL Worldwide Express, Danzas and Euroexpress.
While a private company would have long since considered reducing the "poor dog" in its portfolio, ParcelPost has to make the best of its public service mandate. But it also wants to counter consumers' widespread fear of a reduction in the post office network with a strategy of quality leadership. "With the densest acceptance network and an efficient infrastructure, we offer reliable services, process parcels carefully and deliver them even to the furthest valley," says Daniela Diethelm, responsible for the campaign at ParcelPost, summing up the company's positioning.
"Based on this initial situation, we developed a concept that exudes the self-confidence of the leader without appearing arrogant," says LangGysiKnoll consultant Nicole Huber. Claudia Zechner, also a consultant at Etat: "The campaign was to focus on customer needs and present ParcelPost as a problem solver."
The Bern agency was looking for well-known companies that make use of Swiss Post's service and credibly advertise its advantages: Brütsch-Rüegger for its punctuality, Provins Valais for its nationwide distribution network and Glasi Hergiswil for its careful handling. "On behalf of the various PostParcel customers, we delivered hundreds of yellow parcels to these companies in
factory halls and warehouses," recalls AD Stephan Wittwer of the shootings. Exciting "package images" were created in unusual surroundings, which are reminiscent of land art installations and stand out in the advertising environment. "A modern look for the market leader," comments the art director proudly.
Better efficiency: In 2002, ParcelPost generated sales of CHF 710 million by distributing 500,000 parcels a day, or 18 every second.
Luca Aloisi

On Friday last week, SF DRS launched "MusicStar", its own edition of a singing casting show.Musik-TV The registration period for the castings runs from now until October 5. SF DRS is entering into a number of partnerships for the new format. The broadcaster intends to work with national and regional media on a selective basis. For example, with Viva Switzerland: the music channel will report on the new format in various channels, and the best "MusicStar" clips will also be integrated into the daily Viva program.

Internet The online comparison service Comparis.ch has undergone a gentle redesign of its web platform and expanded the personalized area, and banner advertising can once again be placed on the comparison service's site. According to the MA Comis 2003, the platform has a user base of 46,000 people and a reach of 17.9 percent. This puts it in 9th place among the (surveyed) Swiss websites.

Virus Ideenlabor now supports the German Grünbeck AG in the Swiss market, and the Biel-based communications agency was commissioned by the manufacturer of water treatment and softening systems to develop and implement a communications concept.

Print The Swiss Press Association (VSP) has developed a new typology for the Swiss print media, distinguishing between "daily, regional weekly and Sunday press", "consumer, financial and business press", "specialty press" and "trade press". From 2004, the system is to be applied to all important publications. Since
October 1, detailed information is available at www.vsw-assp.ch.

"Graubünden "The eastern Swiss canton no longer wants to be just a vacation destination and is revamping its image. AdRaters with and without vacation cravings rate the campaign on www.werbewoche.ch/adrating.
Swiss ReAdRaters didn't have to go back to their advertising experience to find out what they liked: the photos or the campaign?
Top 36,52%Flop 63,48%

Public service Despite high Internet penetration, the Federal Office of Communications (OFCOM) wants to use a campaign to reach other sections of the population,Public service Despite high Internet penetration, the Federal Office of Communications (OFCOM) wants to use a campaign to reach other sections of the population that still have below-average Internet usage. To this end, the Confederation is running a campaign entitled "Tour-de-Clic.ch" in October. The main target groups are older people and those with little formal education. An Infomobile equipped with PCs will be touring Switzerland for three weeks.