"There is a perception that good advertising that goes to the right target group in exactly the right context has an effect on the election. However, we found little convincing effect across the board for various criteria. Positive ads don't work any better than attack ads. Republicans, Democrats and Independents respond to ads in the same way," explains Alexander Coppock, co-author of the study.

In order to determine the effect of political advertising, the researchers consulted around 34,000 US voters in 2016. They collected data on their reactions to 49 different election campaign advertisements and compared them with those to ordinary advertisements. They paid attention to various criteria such as the tone of the ads.

Focus on target groups important

On a scale of five points, respondents had to rate how much they liked a presidential candidate. Advertising only shifted this rating by an average of 0.05 points. Because the effects are almost identical from person to person, election campaigns should focus on specific target groups, according to the researchers. According to Coppock, although advertising can do little to change voters' attitudes, it can make a candidate known to a larger audience. (pte)

Here go to the study "Political ads have little persuasive power".

In the latest Ticino Turismo campaign, four foreigners who have lived in Ticino for many years have their say. A Sherpa from Tibet, a Japanese woman, a Brazilian from Rio de Janeiro and a woman who grew up near the Napa Valley. They talk in their native language about which area of Ticino reminds them of their homeland and why. The film concludes with the statement, "The world is a canton." and invites you to discover the world in Ticino.

As a tag-on and quasi small smile, a guest from Zurich discovers something in Ticino that reminds him of his home: the Üetliberg. In the version for French-speaking Switzerland, a guest from Geneva has his say and, looking at the small Jet d'eau in Lugano, recalls the original in his home town of Geneva with the words "Jolie, la version miniature".

The four people in the film are presented in more detail in online stories on social media and on the Ticino website. The film will be complemented by the poster campaign launched in June, which shows five new subjects that also compare Ticino with exotic places around the world - for example Yosemite Park, Arches National Park, the Ligurian coast, Tibet or a trip on the Orient Express.

The mix of measures is complemented by a digital and performance campaign aimed at very specific target groups with the aim of directly triggering bookings by means of specific offers. In the German state of Baden-Württemberg, the subjects are displayed as large-scale posters and the film and various content elements are used in a broad mix of digital, social and PR measures.

One of the key findings is that in the post-cookie era, there is no specific solution for addressing end users in a qualified manner, but rather a combination of first-party data, contextual targeting and other technical solutions. "The privacy sandbox plays an important role in this context," emphasizes OWM CEO Arne Kirchem. "We will be watching very closely to see whether Google - which repeatedly emphasizes that it is an open standard whose development can and should be collaborated on - takes the interests of advertisers sufficiently into account." BVDW Vice President Thomas Duhr adds: "The results show that the impending end of third-party cookies is not a revolution, but an evolution. First-party data is becoming a basic requirement in media planning. It will become the basis for efficient collaboration."

Bridge technologies already in use, success still to be seen

The advertising experts interviewed in the study believe that advertising identifiers are an important technological bridge between user data on the buy and sell side. However, it remains to be seen how interoperability will work and whether they will be supported by regulators and browsers in the long term. The industry is therefore now facing the age of cooperation; only together can new standards be developed and established.

"What we want from the advertisers' point of view is standardization," explains Arne Kirchem. "A proliferation of new ad identifiers and a jungle of ad tech providers should be avoided at all costs. Everyone must pull together and the focus must be on the functionality of the entire ecosystem; in case of doubt, this must take precedence over the particular interests of individual market participants. The joint study by the OWM and the BVDW shows how sensible it is to develop topics together."

BVDW Vice President Thomas Duhr adds: "Old polarities should be thrown overboard, sustainable and future-proof solutions can only be developed together. Advertisers, technology and market partners must work more closely together to enable effective digital advertising that complies with data protection regulations in the future. Collaborative solutions lead to data economy and a better user experience in equal measure."

The recent back and forth on the global stock markets shows: Investing money is not an easy subject. But with the necessary expertise and a little patience, you can secure the chance of an attractive return in the long term.

An opportunity from which everyone can now benefit to be fair: With the investment solution, Bank Cler offers professionally managed asset management from as little as 1 franc starting capital. Investing is democratized. In the midst of the economic uncertainties resulting from the Corona crisis, the Heimat campaign therefore promises: "Every money is an opportunity."

This message is communicated by means of numerous measures. Several OOH and print subjects with close-ups of "Einfränklern" in everyday surroundings draw attention to the inconspicuous coin. The campaign, which has been running since June, is being given new impetus by two online films. They provide an entertaining demonstration of how desirable small change can be thanks to the new investment offer.

The campaign is supplemented by ambient activities in several Swiss cities and a large number of targeted banners. In addition, there were publicity reports in various media that focus on investing even with small start-up capital.

At the center of the Aussichtsmeister-Challenge is a new web app. It allows users to view their current status and compare themselves with other prospect masters. Tactical moves provide additional gamification. The more difficult a viewpoint is, the more digital adventure points there are. This means that someone who has little time to hike can simply combine the viewpoints in a strategically clever way - and thus also collect lots of points.

The rewards that can be unlocked in the destination's vacation store include discounted day ski passes, lunch on the Strelaalp, exclusive Aussichtsmeister gadgets and an overnight stay at the Walserhuus Sertig.

The Aussichtsmeister app is a so-called Progressive Web App (PWA), a symbiosis of a responsive website and an app. The PWA can be accessed like a website via a URL in the browser and also provides offline functionalities. This means that no installation is necessary. Users also receive updates more quickly, as the PWA app does not have to be approved by Apple or Google first compared to a standard smartphone app.

Both small and large online stores benefit from the growth. The survey conducted by the Zurich University of Applied Sciences ZHAW is based on a representative survey of 330 Swiss online stores and was carried out between May 6 and August 13, 2020. It found that both stores for private customers benefited from growth, as did stores with a focus on corporate customers.

"Many online stores experienced an increase in sales of up to 1,500 percent and could hardly save themselves from orders," study author Darius Zumstein was quoted as saying in a communiqué on the study. Swiss shoppers have increased their online purchases due to the temporary closure of brick-and-mortar stores.

In addition, many people work from home or spend significantly more time at home. As a result, they have also changed the way they spend their free time, which has greatly increased the digital demand for goods such as gardening tools, food, and sports and toys.

Upswing likely to continue

For the same reasons, online orders for products in the electrical, computer and multimedia sectors would also have increased sharply. And despite the special circumstances of the growth, online retailers do not now expect the upswing to slow down again soon.

82 percent of the stores surveyed also expected a moderate or even strong increase in orders in the longer term. Many companies were accordingly planning increased investment in digital business, such as expanding their online store or online marketing.

The University of Applied Sciences and Arts Northwestern Switzerland FHNW had already arrived at similar results to those of the ZHAW. In its e-commerce study published in July, it predicted that the Swiss will spend 13 billion Swiss francs on online purchases this year - 3 billion more than in 2019. (Werbewoche.ch reported).

This would mean that every inhabitant of Switzerland - from babies to old-age home residents - would spend an average of around CHF 1,500 on online purchases in 2020. However, this figure also includes online purchases of airline tickets or train tickets. Last year, according to the FHNW, Swiss online retailing had already reached a new level by breaking the CHF 10 billion barrier for the first time.

Invoice and credit card

The ZHAW study also asked customers about their most popular means of payment. Invoices and credit cards continue to lead the field, accounting for 49 percent and 32 percent of transactions respectively.

However, there has been a sharp increase in the use of the Twint mobile payment platform, which is now offered by every second Swiss online store. Technically, payment transactions are most frequently processed in the background via the providers PayPal, PostFinance, Worldline/SIX Payment Services and Datatrans. (SDA/swi)

The "Behavior That Stays" study provides insights into the shopping habits of more than 8,000 consumers from the US, UK, Canada, France, Australia and Germany and looks at trends that will continue after the lockdown.

Curious consumers come across new brands

During the coronavirus-related restrictions, 53% of consumers in Germany shopped online several times a month, with 33% doing so at least once a week. Young consumers in particular made use of online offers, with a fifth of all 18 to 24-year-olds shopping online several times a week. Young consumers were also particularly keen to experiment: half of them bought products from new brands, while only twelve percent of over 65-year-olds took this step.

86% of Germans state that they want to remain loyal to brands that they bought for the first time during the lockdown. So if a new brand has been purchased, it has very likely gained a new customer. Reasons cited for not buying new brands are sustainability aspects that could be improved (25%), the renewed availability of familiar brands (25%) or quality deficits (19%).

Product subscriptions on the rise

Due to closed stores and empty supermarket shelves, demand for certain products rose to unprecedented heights at the start of the coronavirus pandemic. During this time, 17% of Germans took advantage of offers that offered food or hygiene products on a subscription basis, for example. As is the case with new brands, the offers have a lasting appeal, with 87% of consumers in Germany stating that they intend to continue using their subscriptions. The reasons for this are the convenience factor (40 percent), regular deliveries (34 percent) and the savings compared to individual purchases (32 percent). For 15% of buyers between the ages of 18 and 54, the availability of customer reviews was also a decisive factor in continuing to subscribe.

New technologies are gaining ground in customer contact

Germans look at the price. 35% stated that price was the key factor in their purchasing decision. However, the ability to buy the product online (16%) and the availability of the product (15%) are also important. All of this underlines how essential an omnichannel strategy is for all providers.

Interestingly, TV advertising almost no longer plays a role. Although a lot of time was spent at home, only four percent of those surveyed said that they were convinced by it. Reviews and ratings from other customers are now much more important, with 13% of consumers saying they will make a purchase in the next three months.

The ability to effectively communicate how a product works, looks and feels in times of full digitalization is crucial for brands and retailers. During lockdown, 34% of 18-44 year old consumers used company apps for more information and 28% engaged with brands via chatbots.

Tobias Stelzer, Head of Sales Central Europe at Bazaarvoice, comments: "Amazon has been the big winner in recent months. However, changing buying habits are an opportunity for all brands to win new customers who will then remain loyal to the company. The success of subscriptions demonstrates the rapid digital transformation we are currently undergoing. Young consumers are powerful influencers and their activity on social media plays a huge role in giving customers a voice to share experiences with brands. The influence of ratings and reviews emphasizes the huge opportunity that brands have here: They can use customer feedback to provide a better buying experience, which translates into better sales and higher customer loyalty."

A look ahead

There is no question that there has been an unprecedented shift in consumer behavior that will have a lasting impact on the retail industry. By the end of October, 50 percent of German consumers are likely to shop online, with 62 percent of all Germans feeling comfortable shopping online.

For many consumers, visiting brick-and-mortar stores is associated with anxiety; only 24% would feel comfortable or very comfortable visiting a store before October. Retailers need to consider the following factors for a visit: 47% want well-implemented hygiene and distancing concepts, for 32% offers and vouchers are a reason for a visit and 29% want information on the availability of products.

"Retailers and brands need to adapt to consumer priorities and provide comprehensive information about their business concepts and products," says Stelzer. "As consumers return to stores, it will be important to reach shoppers online and offline and provide them with product information prior to their visit. An omnichannel approach not only enables a stronger connection with consumers, but also creates a seamless experience."

Methodology

8062 consumers were surveyed as part of the Savanta study in July 2020 in Germany, Great Britain, Australia, Canada, France and the United States of America about their motivations and obstacles to purchasing. You can download the e-book "Behavior that stays" here.

"It is particularly important for brands to recognize potential target groups online and advertise specifically to them. Tracking makes it possible to understand their customer journey and purchasing behavior. However, this often annoys customers, which can damage the brand. The balancing act between too little and too much advertising is the biggest challenge facing marketers today. There is no silver bullet here, so a lot of tact is required," marketing expert Felix Murbach tells the news portal Press release.

More than 52,000 Firefox users took part in the study and provided anonymous browser data. In total, the IT researchers analyzed information from 35 million website visits on 660,000 individual domains. Using the data, they attempted to create user profiles that were as accurate as possible, the accuracy of which they checked in a test run.

Not much data required

With a data set of 50 frequently visited websites, the research team was able to create profiles that could recognize their individual users with a probability of 50 percent. With a data set of 150 domains, this probability rose to 80 percent. According to the authors of the study, marketers do not need a lot of information to keep track of consumers. This is true even if no user names are available. (pte)

With the NRLA, Switzerland is providing a modern, high-performance rail infrastructure on the European North-South corridor - as an environmentally friendly alternative to the road. The opening of the Ceneri Base Tunnel is the final building block of the Rhine-Alpine Corridor project of the century and at the same time a symbol of the convergence of northern and southern Europe.

Exactly this aspect is staged by the design of the special stamps. On the left side, a freight train travels through the Netherlands. A closer look reveals its destination, the port of Rotterdam. On the right side, a passenger train has just reached Milan, visualized by the cathedral. The two stamps are connected by a so-called intermediate bridge, on which the Ceneri base tunnel is located. Here, the Alps are not a barrier between north and south, but are staged as nature - a reference to the climate-friendly mobility that the tunnel promotes.

The two owners of Vaudeville Studios, Martin Brunner and Roger Zürcher, already created the stamp for the opening of the Gotthard Base Tunnel in 2016.

The main focus - consisting of a main story and several side stories - will make up the first part of the magazine in future. There are new things to discover in the classified section, which comprises the second half of the magazine. The classics "The Experiment", "Who lives there?" and the "Folio Folies" by cartoonist Gerhard Glück will remain. They are supplemented by various new features such as a large interview with people who have something to say, the essay series "Best Practice - Worst Case", in which the authors approach a current topic either with praise or criticism, the article series "Suisse Miniature", which takes a loving look at the uniqueness of Switzerland, and the column "What are you waiting for?", which provides a personal view of a foreign country.

Modern layout, larger format

Visually, the magazine has a new, modern layout and a slightly larger format. In addition, the Folio will now only be published every two months. "This gives us more room to capitalize on the strengths of NZZ Folio even better," says Christina Neuhaus, editorial director of the NZZ Folioin a press release. "At the same time, we are also responding to the structural decline in the advertising market and taking into account the desire of many customers for a high-quality, focused offering."

Increased cooperation

The realignment also includes increased cooperation with reporters and correspondents from the NZZ. For example, the new column "What are you waiting for?" by the NZZ-correspondents. And finally, the Folio-editors occasionally team up with those responsible for the "NZZ Format" documentary film series to shed light on a topic from different perspectives.

Rivella's new Out of Home campaign refreshes with regional headline motifs that celebrate Switzerland's diversity and cultural characteristics, passions and activities. For example, they focus on the funniest village names, Zurich bathing areas, Lucerne's local mountain, St. Gallen culinary delights, or stir up local patriotism in the discussion about the most beautiful Swiss dialect.

The poster motifs of the new orchestrated brand presence "Wherever your thirst is at home", which Rivella launched in April on TV, online, social media, PoS, Gastro and as an on-pack promotion, among others, can currently be seen on more than 4,000 billboards, SBB Railposters and hanging boxes on public transport.

The content platform was awarded gold and silver at "Best of Content Marketing" in summer 2020. The German Prize for Business Communication named the project the best content marketing case of the year.

Now, in a second phase, the cooperation with the pedagogue Marianne Heller is continued. Refreshingly honest content has been developed that takes into account the children's age-specific learning windows. Topics such as consumer behavior or financial inequality are conveyed in a tangible and directly applicable way.

Children talk about money

The video "Kids talk about money" has now also been launched. From questions like "What is money anyway?" to "Would you rather have a million or a sibling?", kids from all over Switzerland explain a complex topic in their own words. The video is being promoted with clips on social media.

Examine consumer behavior through play

Furthermore, an interactive learning game was designed and implemented. With the interactive online game "Finde was du brauchst" (Find what you need), children playfully examine their daily consumer behavior together with their parents. Which consumer goods are really necessary, and what could they actually do without?

The online magazine enables an approach to a complex topic and is always based on the latest pedagogical findings. In this way, knowledge is conveyed simply and at eye level. With success: Total traffic increased by +93 percent within the target group.