The Neue Zürcher Zeitung will publish a special page on the topic of pension provision every Monday from September 29 to December 15, 2014. The aim is to provide NZZ readers with a concise, independent overview of retirement planning, naturally with a high level of journalistic depth. In order to promote this pension series, the NZZ commissioned the agency Studio Roth & Maerchy to develop and implement a campaign. The aim was to draw attention to the series of topics and to communicate the appropriate subscription offer to readers.

The important but rather dry topic of retirement planning was presented in an effortlessly cartoonish way - with the Neue Zürcher Zeitung as the fourth (knowledge) pillar, as an orientation aid in the retirement planning jungle, as a provider of intellectual retirement planning. From September, the campaign can be seen on posters, in advertisements, on public transport, on subscription cards and in various digital applications.

Responsible at NZZ: Christian Stieger (Head of Customer Management), Milena Russ (Marketing Manager). Responsible at Studio Roth & Maerchy: Martin Roth (Creative Direction, Text), Patrick Oberholzer (Art Direction, Graphics), Daniel Müller (Illustration, Illumueller.ch).

Not being satisfied with the first or second solution. Stay hungry, even if something works. Wanting to become better. Reinvent. Fortunately, our ancestors have always kept this in mind, otherwise today we would have to write our text messages on Morse code machines, start cars with a crank and hire cable carriers for mobile telephony. This is what society would look like, at least in the eyes of DBB South Africa, if inventions had not been invented again and again. You could already make phone calls back then, but things are definitely better today.

The same applies to banking. Here, too, it took a brainwave or two so that we no longer have to keep our savings in the local vault and withdraw money with a savings booklet, but can instead customize our savings to our individual needs on the iPad. If we live in South Africa and are customers of First National Bank. Even if it wasn't all bad in the past. For example, interest income was income that still deserved its name. But that's another topic.

Thomas Häusermann

At the event itself, selfies can be uploaded to the specially created Facebook page. The most original ideas will be awarded a prize. The event itself will be advertised in advance with four posters, flyers, stickers, newspaper advertisements and a special page of the trade association in the Zürichsee-Zeitung. And of course on Facebook. On the posters, the main protagonists of the cattle show personally motivate people to take part by taking selfies: the cows.

Responsible for Herrliberger Viehschau & Herbstmärt: Martin Bühlmann (President of Braunviehzuchtverein Herrliberg), Carlo Cafarelli (Market Manager Märt-OK Herrliberg), Edith Camen (Advertising Märt-OK Herrliberg), Daniel Heusser (Department Advertising / PR Gewerbeverein Herrliberg GVH). Responsible at KSP: Flo Wacker (creative direction), Daniel Zehnder (text), Daniel Kobi and Claudia Willner (AD), Christoph Ilg (consulting), Christian Breitler (photo), RTK Medientechnik (pre-press), Feldner Druck (printing).
 

Tamedia wants to focus on regional and national newspapers, Patrick Matthey, media spokesman for Tamedia's publications in western Switzerland, told the sda news agency. The process for the sale of the three local newspapers has only just been initiated, he said. No deadline has been set for the sale, he added. The buyer should be someone who is firmly anchored in the region. (SDA)

In an article published in November 2013, the editors published a picture of a social welfare recipient with details about his career. The editors justified the publication on the grounds that there was a public interest, because the general public finances social welfare. In addition, the picture was taken in the public domain. The Press Council disagrees. The public interest in the topic does not justify the identification of an individual person by picture and text, even if their name is not mentioned. The guidelines of the Press Council clearly state that "even in the public domain, the photographing (...) of private persons is only permissible without the consent of the persons concerned if they are not singled out". However, the social welfare recipient was clearly singled out in the photo. And the detailed information about his life made him identifiable.

This autumn will be "a Mordsgaudi"! There are many reasons to celebrate for Gäupark in Egerkingen: After a two-year break, the popular Oktoberfest is finally taking place again at the center's parking lot. To celebrate the reopening of the Härkingen-Wiggertal freeway, the Gäupark will also be transformed into a festival park with a big raffle. Prizes with a total value of 10,000 Swiss francs and many discounts from the coupon booklet thus ensure a golden autumn.

Maxomedia made sure that customers in the Gäupark would quickly feel like celebrating: With a radio spot, the coupon booklet and raffle tickets, as well as all other print measures such as posters, a mega billboard or bus hangers. The core motif, the "Festpark" lettering, whets the appetite for the Oktoberfest. The disrupter draws attention to the lottery promotion.

Gäupark is always transformed depending on the season, for example into a fashion park, an Easter park or a gift park. Maxomedia promotes this with colorful posters on seasonal themes that show what you can buy in the shopping center.

Responsible at Gäupark: Benny Brückner (Center Manager Shoppingcenter Gäupark). Responsible at Maxomedia: Sarah Cosentino (Consulting), Flurina Schuler (Junior Art Director).
 

The Federal Office of Culture FOC has submitted the film to the Academy of Motion Picture Arts and Sciences in Hollywood in the category "Best Foreign Language Film". It will receive financial support in the amount of CHF 60,000 from the BAK (CHF 50,000) and the city of Delsberg (CHF 10,000), which will be used to promote the film in Los Angeles.

In the presence of Isabelle Chassot, Director of the Federal Office of Culture, Elena Pedrazzoli announced the selected film on behalf of the jury. With its story about the Zurich gay scene in the 1950s and 60s, "Der Kreis" takes up the issue of the emancipation of homosexuals and successfully realizes it aesthetically. It offers a convincing cast, direction and acting as well as a successful combination of documentary and fictional elements. The film's winning protagonists, whose fate touches on all interest groups, are an opportunity for the film.

"The Circle" was launched this year at the Berlinale in the Panorama section, where it won the Teddy Award and the Audience Award. It has a world sales agent and a distributor in the USA and Canada, who will support the Oscar campaign. The film also has an extensive festival, award and territorial sales list.

The Academy of Motion Picture Arts and Sciences in Hollywood announces the short list of films nominated for the Oscars in all categories in January 2015. The Oscars ceremony will take place on March 22, 2015 at the Dolby Theatre in Los Angeles.

In the next print edition of Werbewoche you can read a big interview with producer Ivan Madeo.
 

The spectrum of guests ranges from Miss Switzerland to political celebrities. Cabaret artist Beat Schlatter will kick things off on Monday. He figuratively announces the lower temperatures in the region with a naked jogger in the weather studio...

On Tuesday, weather forecaster Martin Horat switches from God's great outdoors to Tele Züri's weather studio and will explain modern satellite images and weather graphics to the audience. On Wednesday, the director of the Zurich Zoo, Alex Rübel, will swap his dealings with large animals for the big weather of meteorology. Even with a gloomy weather outlook, the reigning Miss Switzerland, Dominique Rinderknecht, will shine in the TeleZüri weather studio on Thursday. Politically usually struggling with opposing positions, the big highlight of the celebrity weather on TeleZüri on Friday will be SVP National Councilor Christoph Mörgeli and his SP Council colleague Daniel Jositsch jointly hosting the weather show. Will Christoph Mörgeli see the SVP-Sünneli rising in the Zurich sky...?

Weather moderation anniversary week Tele Züri:

Monday, September 22, 2014: Beat Schlatter
Tuesday, September 23, 2014: Martin Horat
Wednesday, September 24, 2014: Alex Rübel
Thursday, September 25, 2014: Dominique Rinderknecht
Friday, September 26, 2014: Christoph Mörgeli and Daniel Jositsch
 

It will be used in north-western Switzerland, where Quickline Business is new to the market. The aim is to increase brand awareness with a confident and high-impact leader presence. The main medium used will be posters in F12 and F200 format scattered around business hubs. The campaign is supported online on news pages, doodles and in specialist media.

Responsible at Quickline Business: Mark Thommen (CEO), Martin Ming (Marketing & Communication). Responsible at WS Communication: Reto Meyer (overall responsibility), Markus Stöckli (creation), Nadine Wolleb (consulting). Concept: Thomas Schaub. Media: MC Media.

It will be available to buy for the first time in September. A family magazine and a fathers' magazine are combined to create Familien Spick, a magazine for committed parents, grandparents, godparents, educators and other interested readers. With a circulation of around 62,000 copies, Familien Spick is available by subscription and at newsstands. The new magazine will combine the best of the previous Kidy Swissfamily and Big Spick titles. "With a mix of entertainment, advice and practical tips, we want to be a source of inspiration in everyday family life and provide valuable suggestions," says publisher Max Künzler about the new launch. The topics range from school, education, health and nutrition to lifestyle, culture, sport and leisure. Portraits, reports, interviews, specialist texts and various columns by guest authors are intended to make for a varied and enjoyable read.

Kidy Swissfamily has built up a loyal readership in the 15 or so years of its existence. Switzerland's first magazine for fathers, Big Spick, has established itself as a brand within two years. With the merger of the two magazines, however, it is now possible to join forces in the publishing and editorial departments and thus offer both readers and advertisers even more. With over 100 pages, Familien Spick will be significantly more comprehensive than its predecessor magazines and will be published six times a year. A French-language edition will contain a summary of the most important topics from the magazine.

The web portal Swissfamily.ch will continue to exist. In addition to the printed magazine, mixed news, tips, competitions and much more about the family are published here on an ongoing basis.

Good ideas can come to advertisers again and again. Especially if they haven't realized that the idea has already existed. In the case of Leo Burnett Switzerland's turnaround phrases, however, the likelihood of this is probably rather low. The Swiss Life campaign has been running for years, has been showered with international awards and was even named the most awarded poster campaign in the world in 2013 (Werbewoche.ch reported).

The timeless idea, which still works like the first day even after what feels like the thousandth time, has now apparently settled in Greece. No wonder, given the pseudo-summer here. The agency ATTP Athens came up with a new idea in a campaign for Eureka Easy Iron. Even if the principle works a little differently, the phrases are still a turnaround.

The question remains as to what the campaign is supposed to say. Is the man first angry with his wife and then soothed by her ironing skills? Is someone in wrinkled clothes being sent packing - but showered with kindness in spray-ironed clothes? Are unironed T-shirts evil and ironed ones lovely? Or is ironing without spray so annoying that you only find energy for affection again with Eurea Easy Iron? Or or or. You never need to be ashamed if you don't clearly understand an advertising message. Because then it's not worth understanding.

But reinventing the advertising wheel every time is probably also difficult. Most ideas reappear sooner or later. Sometimes in a more, sometimes in a less modified form. So the current Swisscom TV 2.0 campaign by Heimat Berlin It seems surprisingly familiar when you look at the Sky TV (2009) and Orange TV (2010) commercials (see below). And the idea even made it into print advertising in 2013. In Mexico. Creativity seems to know no bounds. Even if it is definitely not always limitless.

Thomas Häusermann
 

Online reviews play a prominent role in the lives of modern consumers. More and more customers regularly check online review sites before making a purchase decision and rely heavily on the opinions and experiences of other individuals. This has significantly increased the amount of information available when making a purchase decision and the consumer's relationship to this information. More than one in two internet users has already published a review online (Bitcom 2014). Online reviews are widely available for almost all products and services and are increasingly becoming a success factor for products and services (McKinsey & Company 2012).

The general influence of online reviews on consumers and their purchasing decisions has already been demonstrated in marketing science. Nevertheless, there are currently gaps in research regarding the individual use of online reviews. This involves the questions of what significance consumers attribute to this source of information, how exactly consumers deal with online reviews and whether certain types of users can be identified.

The following questions are therefore addressed in this research project:

- How important are online reviews for consumers?
- How do consumers deal with online reviews?
- Are there certain types of users of online reviews?

These findings are particularly important for companies that want to understand how online reviews are used by their customers. For operators of online review platforms, these findings also offer opportunities to optimize the information search for website users. Exploiting the many facets of online review platforms is therefore largely dependent on how well and how precisely companies and website operators know the behavior of their users.

The most important results of the study:

- "Users" of online reviews are significantly younger on average (37.7 years) than "non-users" of online reviews (41.5 years).

- The internet is very important to users, regardless of which country they come from. Internet use is predominantly rated as exciting, important and relevant. At the same time, users' experience with the internet is extensive on average.

- Overall, the attitude of users towards online reviews is rather positive. The attitude of German users is generally the most positive, while the attitude of users from Switzerland is less positive in comparison. This difference is particularly marked with regard to the items "I typically read online reviews before making a purchase decision" and "I always look at online reviews before I buy something".

- Only 8 percent of users surveyed do not believe that online reviews can be largely fake, with 54.7 percent of users considering online reviews to be fundamentally credible.

- With regard to the motives for using online reviews, the following motives dominate in all three countries "Receive purchase information" and "Get tips on how to use a product". The least pronounced motive among users from all three countries is "Receive remuneration".

Identification of different user types of online reviews

Due to the often large number of available online reviews (usually >100) and the rich amount of information modules on review websites (e.g. star ranking, review texts or information about the author), users have to decide how to proceed when searching for information and which information modules they attach importance to. In order to identify different user types of online reviews, cluster analysis methods (single-linkage, ward, k-means methods) were carried out. The results show four groups of users who are similar in their approach:

Cluster 1: "The versatile intensive users" (16.9%)

Users in this cluster engage very intensively with online reviews and consider many information components. They place a particular focus on topicality and content-related argumentation, as well as on star rankings. Compared to the other clusters, they are older, have a slightly lower level of education and use online reviews most frequently.

Cluster 2: "Moderate all-round users" (41.9% )

When using online reviews, the cluster members basically show a similar approach to cluster 1, but at a slightly more moderate level. Mediocre ratings play a less important role for them. A typical representative of this cluster also has a rather positive attitude towards online reviews and uses them rather frequently.

Cluster 3: "The selective strategists" (30.8%)

These users are very selective and focus mainly on negative reviews with clear arguments and star rankings. Other "details", such as author information or helpful ratings, are of little interest to them. They are comparatively younger and have a higher level of education than the members of the other clusters.

Cluster 4: "The undecided skeptics" (10.4%)

These individuals have a rather indifferent attitude towards online reviews and use them the least compared to the other clusters. This is also reflected in their interaction, in which few aspects of information are considered intensively overall.

Summary and conclusion

The results of the study clearly indicate that modern consumers place a high value on online reviews. The survey participants stated that they consult online reviews when making a variety of purchasing decisions, in particular to obtain pre-purchase information and to get tips on dealing with products and services. Coupled with a positive attitude towards this source of information and a relatively high perceived credibility, this suggests that the users surveyed consider online reviews to be important. In a country comparison, the German respondents have the most positive attitudes and the strongest user motives. There are comparatively many "non-users" of online reviews among the Swiss respondents.

When dealing with online reviews, the users surveyed generally adopt a strategic approach and show differences in their approach. The results of the cluster analyses show four user types of online reviews that are similar in their approach: "The versatile intensive users", "The moderate all-round users", "The selective strategists" and "The undecided skeptics". This makes it clear that there is no general, universal approach to online reviews among consumers, but that individual differences are of great importance. This insight helps companies and operators of online review websites to achieve a profound understanding of how to deal with online reviews. This enables the targeted addressing of specific users and their behavioral patterns, which in turn holds potential for a more personal and beneficial information environment on review sites.

About the study:

In order to address these research questions, a large-scale survey was conducted with users of the online platform Kjero.com. Kjero.com is a portal where consumers can get to know and try out products as part of product tests. Their experiences with these products are reported to the company in the form of test reports. Kjero.com users are particularly suitable as test subjects as they are generally familiar with the Internet due to their work on the platform and have experience with various products and their evaluation. Their affinity for trying out new things and sharing their opinions with other users makes them a particularly interesting target group for companies.

Sample:

A selection of kjero.com users from Germany, Austria and Switzerland were contacted, with a total of 1417 users from Germany, 1120 from Austria and 195 from Switzerland. Of the 2732 respondents, 84.9 percent were female and 15.1 percent male. Of the 2732 respondents, a total of 2606 (95.4 percent) stated that they had already used online reviews in connection with a purchase decision. 126 (4.6 percent) of the 2732 respondents stated that they had not yet been in contact with online reviews and were therefore not included in further analyses. This resulted in a relevant sample of 2606 users for the further course of the study.

Summary of the study on Slideshare.