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S

Marketing

communicationin SwitzerlandFlorence, Bart, Philippe, Nicolas, & Maximilien

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Table of content

S Introduction

S Channels

S Marketing organization

S What is acceptable or not?

SLaws, policies, and authorities

S Information & resources system

S Conclusion

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Introduction

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S Swiss geography

S Languages

S Demographics

S Political system

S Advertising in Switzerland

The importance of certain factors in

Swiss advertising

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Advertising revenues

S

2008 - CHF 5796 MillionS Strong growth - Fairs & exhibitions (+9.7%)

S Outdoor advertising - (+3.2%)

S Press & television - from 3.3% to 1.4%

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S

Channels

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S

Traditional Medias

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Printed Media

S Daily press 4 times a week

S Circulation: min. 20000 (cat 1) ex. to >50000ex (cat 1)

S Weekly regional press 2-4 times per weeks

S Sunday papers

S Financial and economic press

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S Specialized press

S Private interests, tourism, events, sports, etc

S Business news

S General, agricultural, industry, services, science, etc

S Prices:S Between CHF 6000.to CHF 29840.-- for B&W format.

S Between CHF 9000.to CHF 50180. for colour format

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Other traditional medias

S Radio

S Between CHF 550. to CHF 650. per second

S Television

S CHF 630 mio 2010 advertising volume (29 channels)

S Cinema

S Between CHF 2300.to CHF 4650. per month

S CHF 30 mio 2010 advertising volume (564 rooms)

S Telecommunication / Teletext

S Between CHF 6. to CHF 810.

S CHF 8 mio 2010 advertising volume

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New medias

S Online promotionS Between CHF 30.to CHF 2800. per day

S Provided by advertising agencies or social networks

S Digital marketing

S Similar prices

S Provided by newspapers companies (websites)

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Other medias

S Poster

SCHF 4300.to CHF 52500. per month

S Public transports

S CHF 1200.to CHF 75000. per month

S Sports stadium

S Exhibitions

S CHF 100. to CHF 150. per m2

S 235 exhibitions6940800 visitors in 2010

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S

Media Organizations

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Media Organisations

S News and promotion agencies

S SDA (Acquired AP in January 2010)---MONOPOLY

S SDA provides information in all four languages

S General advertising and promotion systems

S Trade unions

S Swiss-media, largest organisation in the Swiss media

industry

S Tele-Suisse, organization of commercial TV stations

S ASRP, largest private radio organisation

S Comedia, largest union with over 13000 members

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S

What is acceptable and

not acceptable???

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S Reaction towards an ad differs according to:

S Age

S Religion

S Peoples background

S Origin

S Culture

S Political viewS Value / Moral

S Sensitiveness

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Example (Sloggi)

Controversy: FeministDegrading. But: Big Buzz

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UBS campaign

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Migros

Chocolate: Swiss Superstar

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UDC /SVP

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S

Regulations &

authorities

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Marketing legislation

S Freedom of the press guaranteed by Law

S Broadcasters are obliged to respect the cultural diversity

of the country

S Supervising Bodies: UVEK, Bakom

S Quality ensuring authority, Ombudsman

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Accountability systems

S Four interest groups in Switzerland

S Council of Europe

S In accordance with the European convention

S UVEK, Bakom, UBI

S Political parties

S Is the supervision justified?

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Regulatory authorities

S Federal Office of communication : Bakom

S Department for communication and Energy : UVEK

S Independent authority for program complaints: UBI

SOmbudsmans Office

S Complaints are mostly for tv, numbers increasing

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S

Marketing resources

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Learning and support

Different Universities offering Bachelors and Masters

degrees in mass communication an media research

No vocational training

ZHAW offers Bachelor programs in journalism and

organizational communication

MAZ offers extra trainings for journalists with a diploma of

Arts Journalism

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S SAL and Medienschule are other ways to become a journalist

S Switzerland does have many options to study in the media,

promotion and journalism section

S Trying their best to get the people in Switzerland as educatedand skilled as possible

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Prime sources for detailed

information

S Different institutions collecting data (WEMF)

S Data of cinema attendance and internet use

S TV and Radio

S Publish magazines with some of these data

S Weekly newspapers with media and media technologiesinformation

S Makes useful information available for the people so they seewhat is going on

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Conclusion

S Main advertising - newspapers

S No private television stations on a nationallevel but several stations on a regional levelwith a small audience and little commercialsuccess

S Huge market - newspapers (20minutes) -1.94 million people ( 33% of Swiss readers)

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In 20 years - 9% 75% of internet use..

S Increase in the use of new technologies- internet ads,

electronic ads, smart phones etc.

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S

Thank you for your

attention