Swisscom Directories: Fictitious advertisements
Swisscom Directories misleads users of the new phone books with listings for fictitious companies. Anyone who calls the toll number of one of these «companies»—which, incidentally, is a toll number—is connected to a market research firm.
Swisscom wants to test the effect of the advertising. Such tests already exist in France and Germany, said Martin Lüthi from Swisscom Directories in response to an article in Friday's edition of the Quotidien Jurassien. According to SDA, a total of around 900 such advertisements have been placed in the blue telephone directories and the regional yellow pages.
The call costs are low. In addition, at the caller's request, the call is forwarded to a company that actually exists, says Lüthi. The admissibility of the campaign was first legally clarified.
Swisscom Directories now hopes that this tactic will provide neutral and factual information on advertising effectiveness. The test advertisements concern, for example, restaurants, bakeries or butchers, but not companies or professions that are important in emergencies.
The call costs are low. In addition, at the caller's request, the call is forwarded to a company that actually exists, says Lüthi. The admissibility of the campaign was first legally clarified.
Swisscom Directories now hopes that this tactic will provide neutral and factual information on advertising effectiveness. The test advertisements concern, for example, restaurants, bakeries or butchers, but not companies or professions that are important in emergencies.
