Still a long way from being squeezed out
Genre marketing Twelve advertising agencies explain for the third time what print can do better than other media groups.
Genre marketing Twelve advertising agencies explain for the third time what print can do better than other media groups: declining advertising volume, declining shares - for three years in a row. The print media group shrank in the number of newspaper titles and, after 2002 and 2003, also lost advertising market share last year. Raising awareness with advertisements
Nevertheless, it remains the clear leader with over 62 out of 100 advertising investment francs. To maintain this position despite the increasingly tough competition
The Swiss Press Association is entering the third round of its image offensive for the print sector with a new series of advertisements. With "Only an advertisement can do that", the Swiss Press Association has a successful campaign, says Marketing Director Toni Vetterli, which has certainly succeeded in sensitizing the core target groups of advertisers and creatives. Even if it sounds presumptuous, Vetterli says with a grin: "Who can say where we would be today without this campaign?"
Great response The fact that the print medium is still being strongly considered shows that the USP message and media usage are clearly being received. In addition, the campaign has triggered sympathy among readers for the advertisement as a comparatively well-accepted advertising medium. The campaign was also well received by the print media. Over 100 newspapers and magazines placed more motifs than in the previous year.
Once again, a dozen creative agencies took part in this year's campaign and each developed a subject based on the strategy of the agency Matter & Partner. Between May and October, more than 120 individual titles from all press categories will place the advertisements in two waves, before voting for the most popular motif in a public poll. The winning agency will be honored at the Epiphany Conference on January 10, 2006. This year's entrants are: Bluespirit, Burson-Marsteller, Favo, Grendene Ogilvy & Mather, Grey Worldwide; JWT+H+F, Lesch+Frei, MetzgerLehner, Pucci Sulzer, Saatchi & Saatchi Simko, TBWA/Switzerland and Zogg Kettiger Gasser.
Good feedback for the Swiss Press Association: Advertisements are accepted by readers.
Nevertheless, it remains the clear leader with over 62 out of 100 advertising investment francs. To maintain this position despite the increasingly tough competition
The Swiss Press Association is entering the third round of its image offensive for the print sector with a new series of advertisements. With "Only an advertisement can do that", the Swiss Press Association has a successful campaign, says Marketing Director Toni Vetterli, which has certainly succeeded in sensitizing the core target groups of advertisers and creatives. Even if it sounds presumptuous, Vetterli says with a grin: "Who can say where we would be today without this campaign?"
Great response The fact that the print medium is still being strongly considered shows that the USP message and media usage are clearly being received. In addition, the campaign has triggered sympathy among readers for the advertisement as a comparatively well-accepted advertising medium. The campaign was also well received by the print media. Over 100 newspapers and magazines placed more motifs than in the previous year.
Once again, a dozen creative agencies took part in this year's campaign and each developed a subject based on the strategy of the agency Matter & Partner. Between May and October, more than 120 individual titles from all press categories will place the advertisements in two waves, before voting for the most popular motif in a public poll. The winning agency will be honored at the Epiphany Conference on January 10, 2006. This year's entrants are: Bluespirit, Burson-Marsteller, Favo, Grendene Ogilvy & Mather, Grey Worldwide; JWT+H+F, Lesch+Frei, MetzgerLehner, Pucci Sulzer, Saatchi & Saatchi Simko, TBWA/Switzerland and Zogg Kettiger Gasser.
Good feedback for the Swiss Press Association: Advertisements are accepted by readers.
Luca Aloisi
