The easy-to-apply Suva rules that protect against burns are also communicated: 1. only use solid ignition aids (ignition cubes, wood wool igniters or ignition paste). 2. never spray gasoline, methylated spirits or other liquid fuels into the flames or embers. Here's to a carefree summer.

Responsible at Suva: Susan Huber-Brun (Head of Communications Leisure Safety). Responsible at Ruf Lanz: Markus Ruf, Danielle Lanz (Creative Direction), Isabelle Hauser (Art Direction), Florian Birkner (Text), Colette Magnin (Consulting). Photography: Rico Rosenberger.

Last night, six public transport stops in Bern and four in Thun were upgraded with these pieces of furniture from the Migros furniture store. "We wanted to draw attention to ourselves with a sympathetic tongue-in-cheek action," said Malte Perlitz, the Micasa division manager at Migros Aare, when asked. For this purpose, Micasa employees got up at two o'clock and placed the furniture with five teams in Aarau, Bern and Thun.

At first, he says, people hardly dared to sit on the sofas. "Over time, however, people took to the furniture briskly. One man, for example, sat on the sofa, smoked a cigar and ate an apple from the fruit stand," says Perlitz. By 8:15 a.m., he says, the furniture was still standing there: "And if one or the other sofa is missing at the end of the day, that speaks well for our furniture."

Involved were:
- 5 vehicles
- 5 teams @ 3 people
- 3 cities (Bern, Thun, Aarau)
- 13 bus stops (6 Bern, 4 Thun, 3 Aarau)
- Decoration: sofa, carpet, salon table, lamp, vase with flowers, bowl with fruit, 2 curtains, 1 mega flat, 2 decorative pillows on sofa, 4 seat cushions on the stop benches.
 

Apple has always been one of my favorite companies. With this extraordinary campaign, it has underscored its leadership position. At the head of Zurich's main train station, 34 billboards are occupied by iPhones. I think this huge presence was certainly not cheap. But consumers have certainly noticed every franc individually. Markus Bettler from OMD has done a creative masterpiece. I hope that the boring car advertising will take a leaf out of Apple's book. That's all I have to say about it: Bravo.

Theophil Butz, graphic designer, advertising agency owner, inspirer and since three years also
Motzer for Advertising Week readers. Please send any relevant information to [email protected]
 

The different subjects are aligned in text and image to the respective advantages and target groups of the hotels: "Arrived in the starry sky" is who stays in one of the houses of the Tschuggen Hotel Group - this is to express the claim of the group appropriately. The Carlton Hotel in St. Moritz is symbolized by headlines such as "Many hotels are beautiful. One is indescribable." or "Many views are fantastic. One is indescribable." For the Tschuggen Grand Hotel in Arosa, the claim is "Finest moments." In the south of Switzerland, on the other hand, the focus is on culinary delights: The Eden Roc Hotel in Ascona is advertised with the headline "Dine like the gods.

The campaign is supported by strong, aesthetic images that are intended to trigger the desire to go on vacation through their sheer beauty, the agency said in a statement Thursday.

Responsible at Rosarot: René Karrer (creative direction), Andreas Steiner (concept, text), Yolanda Lopez (art direction), Mariana Navarro (consulting), Sandra Brandenberger (graphics). Responsible at Tschuggen Hotel Group: Katherina Hauss (Director of Marketing).
 

The International Radio Festival starts on August 21 and lasts until September 7. Swiss Radio Day celebrates the world's most consumed medium. There will be expert presentations and discussions on technical and content-related radio and media developments, workshops will be held and industry news will be exchanged. This was announced by the organizers on Thursday.

This year's program highlights include presentations by BBC Radio 1's social media producer Laura-May Coope and Herbert Visier, who will talk about digital migration in Holland (from FM to DAB+). In other program items, young radio producers will address the question of what radio can still offer today's young people, or the automotive industry will discuss the place of DAB+ in the world of in-car entertainment. This will be followed by the Radio Night, presented by Swiss Radioworld.

Accreditation for the Swiss Radio Day is available immediately via Radioday.ch possible.
 

The criterion of reader loyalty has long since disappeared from traditional media studies. This is actually a shame, as a new ad hoc study shows that the greater the reader loyalty and the more users value their medium, the more positive their attitude towards advertising. This applies to print media as well as online offerings. These findings come from the latest Media and Communication Management (MCM) study by the University of St. Gallen, which was conducted by the GfK Institute on behalf of Publicitas in March 2014 among 1066 people. 75% of respondents have a positive attitude towards newspapers (print and web) and a third have a clearly positive but differentiated attitude towards advertising. The reason for this can also be found in media users' realization that advertising is needed to finance newspapers. In general, the value of advertising is more pronounced in print than online. The study results also show that three user groups of media and advertising can be distinguished. They differ not only in their demographic structures, but also in important differences in media use and advertising acceptance.

Frequent surfers, frequent viewers and frequent readers

- 34% of respondents are frequent readers. They frequently read newspapers (print and online), earn well, have the greatest awareness of the relevance of media brands and are the most open to advertising. They represent the desired target group of many advertisers.

- 27% of respondents are frequent surfers. They use printed newspapers, television and radio less, but online news services and social networks much more intensively. This group includes an above-average number of younger, well-educated and high-earning men. They have a critical attitude towards advertising and find it rather annoying.

- 39% of respondents are frequent viewers. Overall, they stay away more from media offerings and use printed newspapers, websites and social networks at a below-average rate. Television is the most important medium for this group. Women are overrepresented in this group, the average age is 46, and education and income levels are below average.

Differentiated motives for using news offerings in print and online

The usage motives analyzed show that printed newspapers clearly and positively stand out from online newspapers in terms of the values presented, such as social expectation, social experience, distraction, orientation and surprise. Media users prefer to be surprised by printed newspapers. Online newspapers are only superior to printed media when it comes to the criterion of information. On the Internet, it is all about quick and easy access to information. However, the interspersed advertising is far more annoying than in the print media. Animated pop-ups and videos meet with the greatest disapproval. All forms of online advertising are perceived as much more annoying than advertisements, style inserts and brochures. The "Newspaper without advertising" study by the Institute for Media and Communication Management at the University of St. Gallen was conducted by the GfK research institute in spring 2014. The overall results are available from Publicitas, Ms. Hilke Hobein, Head of Insight & Research ([email protected]) available.

Otto Meier

Study findings on advertising perception and disruptive factors in print and online

Interference values
Disruption factor for online advertising significantly higher than for print advertising. High disruptive factor for dynamic online advertising forms such as pop-ups and advertising videos, significant leveling of the perception of disruption due to certain newspaper advantages (social experience, distraction and surprise)

Ideart created image advertising for its clients Götti + Niederer Optikhaus Luzern, Köchli + Tschopp Garage Luzern and Gersag Veganes Restaurant Emmenbrücke, which will be used in the Lucerne Open Air Cinema. From Wednesday, July 9 until Sunday, August 17, 2014, the advertising will be shown during the intermission.

Responsible at Ideart: Ludek Martschini (creation / consulting), Peter Martschini (production / organization).

The large-format supplement features twelve pages of new items from the range of the traditional store in downtown Basel. However, "Little Sins from Mezger" does not only try to seduce with splendors from haute horlogerie and costume jewelry. The newspaper supplement also recommends regional delicacies to tempt readers into sinful indulgence. The Basel jeweler's broadsheet is enclosed with the highest-circulation daily newspapers in northwestern Switzerland.

Responsible at Metzger: Urs Mezger (overall responsibility). Responsible at BSSM: Urs Schneider (CD), Hans Peter Brugger (text), Pascal Rehmann (AD), Roger Berthoud, Berthoudconsult, Claudia Paganini (consulting), Christoph Läser (producer, photos).

A total of CHF 13.8 billion was generated from the user and advertising market in the Swiss media market in 2013. This represents a slight decline of 3.5% compared to the previous year. Private individuals and businesses invested CHF 10.6 billion or 3.8% less in their media budget, while income from advertising fell by 2.1% to CHF 3.2 billion.

Every Swiss household spent around CHF 2911 on media consumption in 2013. Media use is characterized by the expansion of digital media offerings and enthusiasm for new media channels, but also by constant spending on traditional media such as the press. At CHF 1.1 billion (-0.4%), the Swiss population's expenditure on press subscriptions remained practically the same as in the previous year, while the number of subscriptions stabilized at 6.8 million (-0.8%).

There was a strong increase in the use of digital offerings from media companies. Newsstands sold only slightly fewer press titles, totaling CHF 458 million (-2.7%). The greater use of increasingly affordable mobile devices also increased demand for moving images, downloads and streaming in the TV, consumer electronics and IT/telecom sectors.

Media trends

The environment in the Swiss media industry remains fragile. However, the individual problem areas are easy to pinpoint and media managers are focusing on actively shaping change during this transitional phase. This conclusion can be drawn from the statements of Swiss media managers who took part in the annual trend survey conducted by the Swiss Media Association.

At the top of the agenda for the media experts surveyed is the question of the role of technology. It has become a competitive field in which you have to hold your own against IT champions. It is also clear that large media companies in particular are investing more in digital media and services than in traditional print businesses. At the same time, the cross-subsidization of journalistic products is likely to increase further.

In the opinion of the respondents, the local press remains best equipped for the future. Furthermore, a clear majority of respondents are against direct press subsidies.
 

Everything for everyone at the summer festival too: Sihlcity is offering a varied program this year, with advertisements, two radio spots (for the World Cup public viewing in the summer lounge as well as Events with Marc Sway and Marco Rima) and advertised at the POS.

Responsible at Sihlcity: Jörg Engeler (Center Manager), Mara Bonorand, Vanessa Welti (Marketing and Communications). Responsible at Leo Burnett: Anna Leudolph, Barbara Hartmann, Pablo Schencke, Lukas Tauss (creation), Johannes Raggio (ECD), Isabelle Meier, Nadine Stüssi (consulting), Erasmo Palomba (art buying), Hastings and Jingle Jungle (sound studio), Serial Cut (digital artist).

According to a press release issued by the media company on Wednesday, the Summer Trophy Pass allows you to travel to interesting Swiss destinations for up to 30 percent less, collect points at each destination and win great prizes.

The heart of the summer campaign is a 52-page booklet, which is designed to awaken the desire to travel with 14 day trip destinations worth seeing. The booklet, or rather the Summer Trophy Pass, is featured prominently on the cover of every Swiss magazine this week. Even those who haven't read it yet have Sommertrophy.ch the opportunity to order the Summer Trophy Pass.

Match Communications was responsible for the key visual, creative development of the campaign, adaptation to all media channels, communication at the destinations and accompanying measures for subscribers. The Summer Trophy runs until August 17.

Responsible at Ringier: Thomas Passen (Head of Marketing), Christina Schurter (Manager Subscriber Marketing). Responsible at Match Communications: Christian Staub, Roland Sennhauser, Roman Schneiter.

If you can underline passages, it is simply easier to learn. However, it is helpful for subsequent repetition if you limit yourself to the really important passages. Thanks to the Erasable Highlighter, you can really let off steam when highlighting and still have a clear text in front of you at the end. The video is based on an experience that almost everyone has had with the Pelikan highlighter. (sis)