{"id":21406,"date":"2022-08-02T22:43:23","date_gmt":"2022-08-02T20:43:23","guid":{"rendered":"https:\/\/preproduction.mediagenic.ch\/mediagenic\/ihre-beduerfnisse\/"},"modified":"2024-03-27T15:14:32","modified_gmt":"2024-03-27T14:14:32","slug":"ihre-beduerfnisse","status":"publish","type":"page","link":"https:\/\/dev.mediagenic.ch\/de\/mediagenic\/ihre-beduerfnisse\/","title":{"rendered":"Ihre Bed\u00fcrfnisse"},"content":{"rendered":"\n<div class=\"row row-collapse row-full-width align-middle\"  id=\"row-49323577\">\n\n\n\t<div id=\"col-1465740333\" class=\"col medium-6 small-12 large-6\"  data-animate=\"fadeInLeft\">\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\n<h1><span style=\"font-size: 180%;\">Die Hervorhebung Ihrer Marke<\/span><\/h1>\n<p>Die Mediaagentur MEDIAGENIC leitet Sie dabei an, Ihre Marke in die Medien zu bringen und sie hervorzuheben.<\/p>\n\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1465740333 > .col-inner {\n  padding: 60px 60px 60px 60px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1494372974\" class=\"col medium-6 small-12 large-6\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\n\t<div class=\"img has-hover x md-x lg-x y md-y lg-y\" id=\"image_493045315\">\n\t\t\t\t\t\t\t\t<div class=\"img-inner image-cover dark\" style=\"padding-top:100%;\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"1629\" src=\"https:\/\/dev.mediagenic.ch\/wp-content\/uploads\/2023\/06\/h3.png\" class=\"attachment-original size-original\" alt=\"T\u00e9l\u00e9visions diffusant des images de fleurs pour illustrer le m\u00e9dia planning effectu\u00e9 par Mediagenic pour vos campagne publicitaires \u00e0 la TV\" srcset=\"https:\/\/dev.mediagenic.ch\/wp-content\/uploads\/2023\/06\/h3.png 1080w, https:\/\/dev.mediagenic.ch\/wp-content\/uploads\/2023\/06\/h3-199x300.png 199w, https:\/\/dev.mediagenic.ch\/wp-content\/uploads\/2023\/06\/h3-683x1030.png 683w, https:\/\/dev.mediagenic.ch\/wp-content\/uploads\/2023\/06\/h3-768x1158.png 768w, https:\/\/dev.mediagenic.ch\/wp-content\/uploads\/2023\/06\/h3-1018x1536.png 1018w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" title=\"\">\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\n<style>\n#image_493045315 {\n  width: 100%;\n}\n<\/style>\n\t<\/div>\n\t\n\n\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n\n<\/div>\n\t<section class=\"section\" id=\"section_236867705\">\n\t\t<div class=\"bg section-bg fill bg-fill  bg-loaded\" >\n\n\t\t\t\n\t\t\t<div class=\"section-bg-overlay absolute fill\"><\/div>\n\t\t\t\n\n\t\t<\/div>\n\n\t\t\n\n\t\t<div class=\"section-content relative\">\n\t\t\t\n\n<div class=\"row\"  id=\"row-208127725\">\n\n\n\t<div id=\"col-262967435\" class=\"col small-12 large-12\"  >\n\t\t\t\t<div class=\"col-inner text-center\"  >\n\t\t\t\n\t\t\t\n\n\t<div id=\"gap-1827492808\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-1827492808 {\n  padding-top: 30px;\n}\n<\/style>\n\t<\/div>\n\t\n\n<div class=\"slider-wrapper relative\" id=\"slider-698484327\" >\n    <div class=\"slider slider-nav-dots-simple slider-nav-circle slider-nav-large slider-nav-dark slider-style-normal\"\n        data-flickity-options='{\n            \"cellAlign\": \"center\",\n            \"imagesLoaded\": true,\n            \"lazyLoad\": 1,\n            \"freeScroll\": false,\n            \"wrapAround\": true,\n            \"autoPlay\": 4000,\n            \"pauseAutoPlayOnHover\" : false,\n            \"prevNextButtons\": true,\n            \"contain\" : true,\n            \"adaptiveHeight\" : true,\n            \"dragThreshold\" : 10,\n            \"percentPosition\": true,\n            \"pageDots\": true,\n            \"rightToLeft\": false,\n            \"draggable\": true,\n            \"selectedAttraction\": 0.1,\n            \"parallax\" : 0,\n            \"friction\": 0.6        }'\n        >\n        \n\n\n  <div class=\"banner has-hover\" id=\"banner-776606756\">\n          <div class=\"banner-inner fill\">\n        <div class=\"banner-bg fill\" >\n            <div class=\"bg fill bg-fill \"><\/div>\n                                    \n                    <\/div>\n\t\t\n        <div class=\"banner-layers container\">\n            <div class=\"fill banner-link\"><\/div>            \n\n   <div id=\"text-box-1633193177\" class=\"text-box banner-layer x50 md-x50 lg-x50 y50 md-y50 lg-y50 res-text\">\n                                <div class=\"text-box-content text dark\">\n              \n              <div class=\"text-inner text-center\">\n                  \n\n\t<div id=\"text-951753490\" class=\"text\">\n\t\t\n\n<h2 style=\"text-align: center;\"><span style=\"font-size: 90%;\">Wie kann ich den Bekanntheitsgrad meiner Marke steigern?<\/span><\/h2>\n\t\t\n<style>\n#text-951753490 {\n  color: #004aad;\n}\n#text-951753490 > * {\n  color: #004aad;\n}\n<\/style>\n\t<\/div>\n\t\n\t<div id=\"gap-733722411\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-733722411 {\n  padding-top: 30px;\n}\n<\/style>\n\t<\/div>\n\t\n\n\n              <\/div>\n           <\/div>\n                            \n<style>\n#text-box-1633193177 {\n  width: 88%;\n}\n#text-box-1633193177 .text-box-content {\n  font-size: 100%;\n}\n<\/style>\n    <\/div>\n \n\n        <\/div>\n      <\/div>\n\n            \n<style>\n#banner-776606756 {\n  padding-top: 200px;\n  background-color: rgb(255,255,255);\n}\n#banner-776606756 .ux-shape-divider--top svg {\n  height: 150px;\n  --divider-top-width: 100%;\n}\n#banner-776606756 .ux-shape-divider--bottom svg {\n  height: 150px;\n  --divider-width: 100%;\n}\n<\/style>\n  <\/div>\n\n\n\n  <div class=\"banner has-hover\" id=\"banner-710403681\">\n          <div class=\"banner-inner fill\">\n        <div class=\"banner-bg fill\" >\n            <div class=\"bg fill bg-fill \"><\/div>\n                                    \n                    <\/div>\n\t\t\n        <div class=\"banner-layers container\">\n            <div class=\"fill banner-link\"><\/div>            \n\n   <div id=\"text-box-2005546746\" class=\"text-box banner-layer x50 md-x50 lg-x50 y50 md-y50 lg-y50 res-text\">\n                                <div class=\"text-box-content text dark\">\n              \n              <div class=\"text-inner text-center\">\n                  \n\n\t<div id=\"text-453250013\" class=\"text\">\n\t\t\n\n<h2 style=\"text-align: center;\"><span style=\"font-size: 90%;\">Wie kann ich neue Kunden gewinnen?<\/span><\/h2>\n\t\t\n<style>\n#text-453250013 {\n  color: #004aad;\n}\n#text-453250013 > * {\n  color: #004aad;\n}\n<\/style>\n\t<\/div>\n\t\n\t<div id=\"gap-93875318\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-93875318 {\n  padding-top: 30px;\n}\n<\/style>\n\t<\/div>\n\t\n\n\n              <\/div>\n           <\/div>\n                            \n<style>\n#text-box-2005546746 {\n  width: 88%;\n}\n#text-box-2005546746 .text-box-content {\n  font-size: 100%;\n}\n<\/style>\n    <\/div>\n \n\n        <\/div>\n      <\/div>\n\n            \n<style>\n#banner-710403681 {\n  padding-top: 200px;\n  background-color: rgb(255,255,255);\n}\n#banner-710403681 .ux-shape-divider--top svg {\n  height: 150px;\n  --divider-top-width: 100%;\n}\n#banner-710403681 .ux-shape-divider--bottom svg {\n  height: 150px;\n  --divider-width: 100%;\n}\n<\/style>\n  <\/div>\n\n\n\n  <div class=\"banner has-hover\" id=\"banner-1603249150\">\n          <div class=\"banner-inner fill\">\n        <div class=\"banner-bg fill\" >\n            <div class=\"bg fill bg-fill \"><\/div>\n                                    \n                    <\/div>\n\t\t\n        <div class=\"banner-layers container\">\n            <div class=\"fill banner-link\"><\/div>            \n\n   <div id=\"text-box-1240667708\" class=\"text-box banner-layer x50 md-x50 lg-x50 y50 md-y50 lg-y50 res-text\">\n                                <div class=\"text-box-content text dark\">\n              \n              <div class=\"text-inner text-center\">\n                  \n\n\t<div id=\"text-404321523\" class=\"text\">\n\t\t\n\n<h2 style=\"text-align: center;\"><span style=\"font-size: 90%;\">Wie kann ich Besucherverkehr in meinen Filialen erzeugen?<\/span><\/h2>\n\t\t\n<style>\n#text-404321523 {\n  color: #004aad;\n}\n#text-404321523 > * {\n  color: #004aad;\n}\n<\/style>\n\t<\/div>\n\t\n\t<div id=\"gap-2146397493\" class=\"gap-element clearfix\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-2146397493 {\n  padding-top: 30px;\n}\n<\/style>\n\t<\/div>\n\t\n\n\n              <\/div>\n           <\/div>\n                            \n<style>\n#text-box-1240667708 {\n  width: 88%;\n}\n#text-box-1240667708 .text-box-content {\n  font-size: 100%;\n}\n<\/style>\n    <\/div>\n \n\n        <\/div>\n      <\/div>\n\n            \n<style>\n#banner-1603249150 {\n  padding-top: 200px;\n  background-color: rgb(255,255,255);\n}\n#banner-1603249150 .ux-shape-divider--top svg {\n  height: 150px;\n  --divider-top-width: 100%;\n}\n#banner-1603249150 .ux-shape-divider--bottom svg {\n  height: 150px;\n  --divider-width: 100%;\n}\n<\/style>\n  <\/div>\n\n\n\n     <\/div>\n\n     <div class=\"loading-spin dark large centered\"><\/div>\n\n     \t<\/div>\n\n\n\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-262967435 > .col-inner {\n  padding: 0px 30px 0px 30px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n<\/div>\n\n\t\t<\/div>\n\n\t\t\n<style>\n#section_236867705 {\n  padding-top: 30px;\n  padding-bottom: 30px;\n  background-color: rgb(255,255,255);\n}\n#section_236867705 .section-bg-overlay {\n  background-color: rgba(255, 255, 255, 0);\n}\n#section_236867705 .ux-shape-divider--top svg {\n  height: 150px;\n  --divider-top-width: 100%;\n}\n#section_236867705 .ux-shape-divider--bottom svg {\n  height: 150px;\n  --divider-width: 100%;\n}\n<\/style>\n\t<\/section>\n\t\n\t<section class=\"section dark\" id=\"section_129378250\">\n\t\t<div class=\"bg section-bg fill bg-fill  bg-loaded\" >\n\n\t\t\t\n\t\t\t<div class=\"section-bg-overlay absolute fill\"><\/div>\n\t\t\t\n\n\t\t<\/div>\n\n\t\t\n\n\t\t<div class=\"section-content relative\">\n\t\t\t\n\n<div class=\"row row-small align-middle align-center\"  id=\"row-193741283\">\n\n\n\t<div id=\"col-876498899\" class=\"col medium-6 small-12 large-6\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\n\t<div id=\"text-2006444008\" class=\"text\">\n\t\t\n\n<h3>Wir haben die Antworten!<\/h3>\n<p>MEDIAGENIC erstellt Mediastrategien, die auf das Verhalten Ihrer Kunden\/Zielgruppen zugeschnitten sind und mit den Markenwerten \u00fcbereinstimmen. Dazu greifen wir sehr fr\u00fchzeitig in Ihre Problematik ein, um die Marke, ihre Positionierung auf dem Markt und gegen\u00fcber ihren Konkurrenten, das Verhalten der Zielgruppen und die Trends beim Medienkonsum genau zu verstehen.<\/p>\n\t\t\n<style>\n#text-2006444008 {\n  line-height: 2.05;\n}\n<\/style>\n\t<\/div>\n\t\n\t<div id=\"gap-737479999\" class=\"gap-element clearfix hide-for-small\" style=\"display:block; height:auto;\">\n\t\t\n<style>\n#gap-737479999 {\n  padding-top: 139px;\n}\n<\/style>\n\t<\/div>\n\t\n\n\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-876498899 > .col-inner {\n  padding: 30px 30px 30px 30px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-897419005\" class=\"col medium-6 small-12 large-6\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\n<div class=\"accordion\" rel=\"\">\n\n<div class=\"accordion-item\"><a href=\"#\" class=\"accordion-title plain\"><button class=\"toggle\" aria-label=\"Toggle\"><i class=\"icon-angle-down\"><\/i><\/button><span>Wie funktioniert die Werbe-, Media- und Crossmediaplanung heute?<\/span><\/a><div class=\"accordion-inner\">\n\n<p>Crossmedia ist ein integriertes und synchronisiertes Konzept, das darauf abzielt, die definierten Zielgruppen \u00fcber verschiedene Marketingkan\u00e4le und Medienkategorien zu erreichen. Klassische Werbekan\u00e4le wie Presse, Fernsehen oder Radio k\u00f6nnen mit Online-Massnahmen kombiniert werden.<\/p>\n<p>Um von Crossmedia sprechen zu k\u00f6nnen, m\u00fcssen die eingesetzten Medien zeitlich, inhaltlich und gestalterisch aufeinander abgestimmt sein.<\/p>\n<p>Die Werbeindustrie sieht sich mit dem Trend zu einer individualisierten und personalisierten Mediennutzung konfrontiert.<\/p>\n<p>Die Fragmentierung der Angebote macht es komplexer, die Zielgruppen ohne Streuverluste anzusprechen.<\/p>\n<p>Ausserdem werden die Verbraucher zunehmend kritischer und reagieren mit sinkender Markentreue und ver\u00e4nderten Wertvorstellungen.<\/p>\n<p>Um langfristige Beziehungen aufzubauen, m\u00fcssen die Verbraucher als Individuen betrachtet werden und Produkte und Dienstleistungen auf die individuellen Bed\u00fcrfnisse zugeschnitten sein.<\/p>\n<p>Sie sind auch in der Lage, Preise und Leistungen (z. B. \u00fcber das Internet) ausnahmslos zu vergleichen.<\/p>\n<p>Nur durch eine klare und glaubw\u00fcrdige Kommunikation kann verhindert werden, dass Kunden zur Konkurrenz abwandern.<\/p>\n\n<\/div><\/div>\n<div class=\"accordion-item\"><a href=\"#\" class=\"accordion-title plain\"><button class=\"toggle\" aria-label=\"Toggle\"><i class=\"icon-angle-down\"><\/i><\/button><span>Crossmediale Vernetzung<\/span><\/a><div class=\"accordion-inner\">\n\n<p>F\u00fcr die Werbekommunikation wird es immer schwieriger, die Zielgruppen optimal auszusch\u00f6pfen und das Vertrauen der Verbraucher in die Marke zu st\u00e4rken.<\/p>\n<p>Um diesen Ver\u00e4nderungen gerecht zu werden, bem\u00fchen sich Werbetreibende, Agenturen und Vermarkter um neue Ans\u00e4tze, integrierte Konzepte und kluge, umfassende und vernetzte Kommunikationsstrategien.<\/p>\n<p>Im Mittelpunkt stehen dabei der Kunde und die Kommunikationsmassnahmen zur Erreichung der Zielgruppen im Rahmen einer umfassenden Kommunikationspolitik des Unternehmens.<\/p>\n<p>Eine M\u00f6glichkeit, den Kommunikationsmix an die neuen Kommunikationsbedingungen anzupassen, ist die crossmediale Vernetzung der verschiedenen Medienkategorien (online und offline).<\/p>\n<p>Strategie und Konzept bestehen darin, nicht nur die Medien, sondern auch die Elemente der Geschichte, die die Botschaft der Kampagne vermitteln, miteinander zu verkn\u00fcpfen. \u00ac<\/p>\n<p>Es sind n\u00e4mlich die Inhalte, die die verschiedenen Kommunikationskan\u00e4le zusammenhalten.<\/p>\n<p>Crossmediale Kommunikation eignet sich, wenn es darum geht, ein Thema nachhaltig zu vertiefen oder Zielgruppen langfristig an sich zu binden.<\/p>\n<p>Die aktuelle Problematik der Messbarkeit<\/p>\n<p>Dass Crossmedia synergetische Effekte erzeugt, steht f\u00fcr Kommunikationswissenschaftler ausser Frage.<\/p>\n<p>Es gibt jedoch nur wenige Studien, die sich auf den Schweizer Markt beziehen und diese Effekte aufzeigen.<\/p>\n<p>In der Praxis zeigt sich jedoch, dass diese neuen Strategien und Konzepte noch nicht wirklich in der Realit\u00e4t angekommen sind. Die Verkn\u00fcpfung und vor allem die Synchronisierung der verschiedenen Massnahmen und Werbekan\u00e4le ist aufgrund der mangelnden technologischen Entwicklung der Mess- und Auswertungsinstrumente noch sehr schwierig.<\/p>\n\n<\/div><\/div>\n<div class=\"accordion-item\"><a href=\"#\" class=\"accordion-title plain\"><button class=\"toggle\" aria-label=\"Toggle\"><i class=\"icon-angle-down\"><\/i><\/button><span>Wie entsteht eine Mediastrategie und wie wird sie geplant?<\/span><\/a><div class=\"accordion-inner\">\n\n<p>Die Mediaagenturen bem\u00fchen sich, starke und wirksame Strategien zu entwickeln und festzulegen, die die aktuelle Situation des Konsums, aber auch des Angebots ber\u00fccksichtigen und einbeziehen.<\/p>\n<p>Sogenannte &#8222;Multichannel&#8220;-Kampagnen, also Kampagnen, die mehrere Medienarten nutzen, haben vor allem das Ziel, verschiedene Zielgruppen zu erreichen oder eine effektivere Reichweitenentwicklung zu erzielen. Diese Effizienz kann durch die gleichzeitige Nutzung mehrerer Kan\u00e4le relativ hoch sein.<\/p>\n<p>F\u00fcr eine neutrale Strategie und eine objektive Empfehlung muss die Agentur alle auf dem Markt verf\u00fcgbaren Medienkategorien (TV, Radio, Online, Out-of-Home, Printmedien usw.) ber\u00fccksichtigen, sofern sich diese als relevant f\u00fcr die Medien- und Kommunikationsziele und die definierten Zielgruppen erweisen.<\/p>\n\n<\/div><\/div>\n<div class=\"accordion-item\"><a href=\"#\" class=\"accordion-title plain\"><button class=\"toggle\" aria-label=\"Toggle\"><i class=\"icon-angle-down\"><\/i><\/button><span>Zielgruppenspezifische Werbung<\/span><\/a><div class=\"accordion-inner\">\n\n<p>Die zu entwickelnde Strategie beruht darauf, dass alle Werbeaktivit\u00e4ten die definierten Zielgruppen m\u00f6glichst effektiv und mit hoher Wirkung erreichen sollen.  <\/p>\n<p>Um dies zu erreichen, ist die Planung zielgruppenspezifisch.  <\/p>\n<p>Die Zielgruppensegmentierung basiert auf soziodemografischen, verhaltens- und konsumbezogenen Merkmalen.  <\/p>\n<p>Ziel ist es, einen m\u00f6glichst geringen Streuverlust zu erreichen.<\/p>\n<p>Personalisierte (zielgruppenspezifische) Werbung ist grunds\u00e4tzlich f\u00fcr alle Arten von Werbung relevant (f\u00fcr Imagekampagnen, f\u00fcr die Werbung f\u00fcr bestimmte Produkte usw.).<\/p>\n\n<\/div><\/div>\n<div class=\"accordion-item\"><a href=\"#\" class=\"accordion-title plain\"><button class=\"toggle\" aria-label=\"Toggle\"><i class=\"icon-angle-down\"><\/i><\/button><span>Intermedia- und Intramedia-Vergleich<\/span><\/a><div class=\"accordion-inner\">\n\n<p>Zu Beginn einer Werbemassnahme sollte man sich \u00fcberlegen, mit welchen Medien man die anvisierte Zielgruppe am besten erreichen kann. Dazu wird ein intermedialer Vergleich durchgef\u00fchrt, der die Eignung der verschiedenen Medien vergleicht und so die Vor- und Nachteile der verschiedenen Medien aufdeckt.<\/p>\n<p>Die entscheidenden Kriterien f\u00fcr die endg\u00fcltige Auswahl der zu verwendenden Medien sind folgende:<\/p>\n<p>Kriterien f\u00fcr die Abdeckung:<\/p>\n<p>Reichweite (regional, \u00fcberregional), Kontakte, Affinit\u00e4t, geografische Priorit\u00e4ten.<\/p>\n<p>Bei Kampagnen mit nationaler Ausrichtung werden in der Regel Werbekan\u00e4le bevorzugt, die eine gr\u00f6ssere \u00fcberregionale Abdeckung erm\u00f6glichen und somit auch einen wirtschaftlichen Vorteil bieten (z. B. TV, Out of Home, Online).<\/p>\n<p>Die Kombination mehrerer regionaler oder lokaler Werbetr\u00e4ger ist eher f\u00fcr eine regionale oder lokale Kampagne zu empfehlen. Sie erm\u00f6glichen eine gezieltere geografische Nutzung. Die Verwendung von lokalen Werbetr\u00e4gern f\u00fcr eine landesweite Kampagne ist eher zu vermeiden, da sie mit h\u00f6heren Kosten verbunden ist (die Addition vieler Werbetr\u00e4ger mit geringer Reichweite erh\u00f6ht die Gesamtkosten).<\/p>\n<p>Bei regionaler oder lokaler Werbung werden regionale und lokale Werbetr\u00e4ger bevorzugt, da sie eine geografische Eingrenzung erm\u00f6glichen und so Streuverluste vermeiden.<\/p>\n<p>Kriterien f\u00fcr die Kommunikationsf\u00e4higkeit:<\/p>\n<p>Funktion und Spezifit\u00e4t des Mediums (z. B. visuell im Fernsehen, nur auditiv im Radio), Image des Mediums, M\u00f6glichkeiten der Umsetzung der Botschaft, Ort der Nutzung, Umfeld der Botschaft, Nutzungszeit, Nutzungsdauer, Nutzungsh\u00e4ufigkeit&#8230;<\/p>\n<p>Technische und wirtschaftliche Kriterien:<\/p>\n<p>Erscheinungsh\u00e4ufigkeit, Druckqualit\u00e4t (Print), Verf\u00fcgbarkeit, rechtliche Einschr\u00e4nkungen, absolute Kosten, Kosten pro tausend Kontakte, CPP&#8230;<\/p>\n<p>Die anhand der Medien- und Kommunikationsziele gr\u00fcndlich analysierten und endg\u00fcltig definierten Werbekan\u00e4le haben dann im Mediamix eine ganz bestimmte komplement\u00e4re Rolle zu spielen und sind kaum austauschbar.<\/p>\n<p>Der Intramedia-Vergleich setzt eine Ebene tiefer an und bewertet die Werbewirkung zwischen Medien einer bestimmten Gattung, z. B. im Printbereich 20 Minuten, Blick, Berner Zeitung oder NZZ<\/p>\n\n<\/div><\/div>\n<div class=\"accordion-item\"><a href=\"#\" class=\"accordion-title plain\"><button class=\"toggle\" aria-label=\"Toggle\"><i class=\"icon-angle-down\"><\/i><\/button><span>Was ist der Second-Screen-Effekt?<\/span><\/a><div class=\"accordion-inner\">\n\n<p>Als Beispiel sei die parallele Nutzung verschiedener Kan\u00e4le, z. B. TV \/ Online.  <\/p>\n<p>&#8222;Second Screen&#8220;, die parallele Nutzung eines zweiten Bildschirms (meist eines Smartphones), ist nur eine von vielen aktuellen Konsumgewohnheiten, die in die strategischen \u00dcberlegungen einbezogen werden m\u00fcssen.<\/p>\n<p>Das Verhalten im Zusammenhang mit dem Medienkonsum hat sich in den letzten Jahren stark ver\u00e4ndert und sich an die neuen technischen M\u00f6glichkeiten und Technologien angepasst.<\/p>\n<p>Diese Kombination aus zwei Medientypen (im Beispiel TV und Online) und den entsprechenden Werbetr\u00e4gern wird durch die Definition der notwendigen Disziplinen erg\u00e4nzt:  <\/p>\n<p>&#8211; TV: Spotkampagne, Sponsoring von Sendungen, Sonderwerbeformen usw.  <\/p>\n<p>&#8211; Online: Adwords, Video, Programmatic Advertising, Social Ads, Remarketing, etc.<\/p>\n\n<\/div><\/div>\n<div class=\"accordion-item\"><a href=\"#\" class=\"accordion-title plain\"><button class=\"toggle\" aria-label=\"Toggle\"><i class=\"icon-angle-down\"><\/i><\/button><span>Die Fragmentierung der Medien in der Schweiz<\/span><\/a><div class=\"accordion-inner\">\n\n<p>Der Hauptgrund f\u00fcr die Vielfalt und den Reichtum der Medien in der Schweiz liegt vor allem in ihrer politischen, kulturellen und geografischen Situation.<\/p>\n<p>Die drei Sprachregionen pr\u00e4gen das Bild der Medien stark.<\/p>\n<p>Es sind nicht nur sprachliche, sondern auch kulturelle und politische Unterschiede, die die geografische Verteilung pr\u00e4gen. In der Schweiz haben wir eigentlich drei L\u00e4nder in einem.<\/p>\n<p>Diese Tatsache ist f\u00fcr die Struktur der Medien von entscheidender Bedeutung.<\/p>\n<p>Im Vergleich zu unseren Nachbarl\u00e4ndern gibt es in der Schweiz n\u00e4mlich keine klassischen nationalen Medien, weder im Bereich der Printmedien noch im Bereich des Radios oder des Fernsehens.<\/p>\n<p>Deutschland beispielsweise verf\u00fcgt \u00fcber nationale Fernsehsender (ARD, ZDF, RTL, Pro7 usw.), nationale Radiosender (Deutschlandfunk, NRJ, RTL Radio usw.) und Printmedientitel (Frankfurter Allgemeine Zeitung, Die Zeit, Bild usw.).<\/p>\n<p>Die klassischen Medien sind auf regionaler oder lokaler Ebene strukturiert, auf der Ebene von Kantonen und St\u00e4dten oder sogar Gemeinden. Dies f\u00fchrt zu einer hohen Anzahl von Einzelmedien, die zusammengenommen eine regionale oder nationale Berichterstattung gew\u00e4hrleisten.<\/p>\n<p>Im Falle einer nationalen Planung (Printmedien, Radio oder Fernsehen) m\u00fcssen alle einzelnen Titel, Stationen und Sender einzeln geplant und gebucht werden.<\/p>\n<p>Die Planung und der Kauf von Werbefl\u00e4chen innerhalb der definierten Medienkategorie erfolgt auf der Grundlage der auf dem Markt verf\u00fcgbaren technischen Mittel (Planungstools).<\/p>\n<p>F\u00fcr das Fernsehen, aber auch f\u00fcr das klassische Out-of-Home, die Online-Werbung und die Presse verf\u00fcgen die Agenturen \u00fcber Planungsinstrumente, die eine detaillierte Planung und Buchung erm\u00f6glichen.<\/p>\n<p>&#8211; F\u00fcr das Fernsehen m\u00fcssen die verschiedenen Kan\u00e4le \u00fcber Vermarkter (Admeira, Goldbach, etc.) gebucht werden.<\/p>\n<p>&#8211; F\u00fcr Radio kann man entweder \u00fcber den Vermarkter (Swiss Radio World, Admeira) gehen oder die verschiedenen Radiosender direkt buchen.<\/p>\n<p>&#8211; Bei Printmedien direkt beim Verlag oder \u00fcber den Vermarkter.<\/p>\n<p>&#8211; Online, direkt oder \u00fcber den Vermarkter.<\/p>\n<p>&#8211; F\u00fcr Out of Home \u00fcber die verschiedenen Vermarkter (APG, Goldbach Neo usw.) gehen.<\/p>\n<p>Wirtschaftliche Aspekte sind entscheidend f\u00fcr die Wahl &#8222;direkt oder indirekt&#8220; (wenn dies direkt m\u00f6glich ist).<\/p>\n<p>Wenn eine Direktbuchung bessere Konditionen ergibt, wird die Agentur diese bevorzugen. Ansonsten ist die Rolle des Vermarkters als Bindeglied zwischen dem Werbetreibenden \/ der Agentur und dem Werbetr\u00e4ger \u00e4usserst wichtig. Insbesondere wenn es darum geht, den Aufwand f\u00fcr die administrative Planung, aber auch die Kernkompetenzen der verschiedenen Medienkategorien zu rationalisieren.<\/p>\n\n<\/div><\/div>\n\n<\/div>\n\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-897419005 > .col-inner {\n  padding: 0px 30px 0 30px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n<\/div>\n\n\t\t<\/div>\n\n\t\t\n<style>\n#section_129378250 {\n  padding-top: 60px;\n  padding-bottom: 60px;\n}\n#section_129378250 .section-bg-overlay {\n  background-color: #004aad;\n}\n#section_129378250 .ux-shape-divider--top svg {\n  height: 150px;\n  --divider-top-width: 100%;\n}\n#section_129378250 .ux-shape-divider--bottom svg {\n  height: 150px;\n  --divider-width: 100%;\n}\n<\/style>\n\t<\/section>\n\t\n\t<section class=\"section\" id=\"section_1476332851\">\n\t\t<div class=\"bg section-bg fill bg-fill  bg-loaded\" >\n\n\t\t\t\n\t\t\t\n\t\t\t\n\n\t\t<\/div>\n\n\t\t\n\n\t\t<div class=\"section-content relative\">\n\t\t\t\n\n<div class=\"row row-small align-center\"  id=\"row-1041517914\">\n\n\n\t<div id=\"col-1692657344\" class=\"col medium-6 small-12 large-6\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\n<h2 style=\"text-align: left;\">Unsere Expertise entspricht Ihren Herausforderungen und Bed\u00fcrfnissen<\/h2>\n<p>Wir verstehen es, Branding und Performance mit optimierten <a href=\"https:\/\/dev.mediagenic.ch\/de\/dienste\/\">On- und Offline-Mediapl\u00e4nen<\/a> effektiv zu verbinden. Wir analysieren und bewerten jede Massnahme, um Ihre Mediapl\u00e4ne zu optimieren und mehr Wert zu schaffen.<\/p>\n<p>Erfahren Sie, wie Sie Leistung und Bekanntheitsgrad kombinieren k\u00f6nnen und warum Sie die Wirkung Ihrer Aktivit\u00e4ten messen sollten, um Ihre Mediastrategie zu optimieren:<\/p>\n\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1692657344 > .col-inner {\n  padding: 0px 30px 0px 30px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n\t<div id=\"col-1155629925\" class=\"col medium-6 small-12 large-6\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\n<h2><strong>Haben Sie Lust, mit einer spezialisierten Agentur eine auf Ihre Herausforderungen zugeschnittene Mediastrategie umzusetzen?<\/strong><\/h2>\n<p>Die Bed\u00fcrfnisse und Herausforderungen der Marke zu bewerten, ist die Grundlage f\u00fcr eine effektive <a href=\"https:\/\/dev.mediagenic.ch\/de\/die-datengetriebene-medienstrategie\/\">Mediastrategie<\/a>. <a href=\"https:\/\/dev.mediagenic.ch\/de\/mediagenic\/\">MEDIAGENIC<\/a> unterst\u00fctzt und ber\u00e4t Sie bei der Definition Ihrer Ziele in Bezug auf Sichtbarkeit und Positionierung und setzt die richtige Strategie f\u00fcr Sie um.<\/p>\n<a href=\"https:\/\/dev.mediagenic.ch\/de\/kontakt\/\" target=\"_self\" class=\"button primary is-outline is-large lowercase\"  style=\"padding:10px 10px 10px 10px;\">\n    <span>Warten Sie nicht l\u00e4nger und kontaktieren Sie uns!<\/span>\n  <\/a>\n\n\n\n\t\t<\/div>\n\t\t\t\t\n<style>\n#col-1155629925 > .col-inner {\n  padding: 0px 30px 0px 30px;\n}\n<\/style>\n\t<\/div>\n\n\t\n\n<\/div>\n<div class=\"row row-small\"  id=\"row-1942939877\">\n\n\n\t<div id=\"col-2103047928\" class=\"col medium-6 small-12 large-6\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\n\n  <div class=\"banner has-hover\" id=\"banner-478288684\">\n          <div class=\"banner-inner fill\">\n        <div class=\"banner-bg fill\" >\n            <div class=\"bg fill bg-fill \"><\/div>\n                        <div class=\"overlay\"><\/div>            \n                    <\/div>\n\t\t\n        <div class=\"banner-layers container\">\n            <div class=\"fill banner-link\"><\/div>            \n\n   <div id=\"text-box-556444740\" class=\"text-box banner-layer x50 md-x50 lg-x50 y25 md-y25 lg-y25 res-text\">\n                                <div class=\"text-box-content text dark\">\n              \n              <div class=\"text-inner text-center\">\n                  \n\n\t<div id=\"text-1177937670\" class=\"text\">\n\t\t\n\n<p>Effektive Verbindung von Branding und Leistung mit On- und Offline-Mediapl\u00e4nen<\/p>\n<p>Leistung und Bekanntheit vereinen<\/p>\n\t\t\n<style>\n#text-1177937670 {\n  font-size: 1.05rem;\n}\n<\/style>\n\t<\/div>\n\t\n<a href=\"https:\/\/dev.mediagenic.ch\/de\/mediagenic\/ihre-beduerfnisse\/branding-performance\/\" target=\"_self\" class=\"button white is-outline is-larger lowercase\"  >\n    <span>Mehr erfahren<\/span>\n  <\/a>\n\n\n\n              <\/div>\n           <\/div>\n                            \n<style>\n#text-box-556444740 {\n  width: 80%;\n}\n#text-box-556444740 .text-box-content {\n  font-size: 100%;\n}\n<\/style>\n    <\/div>\n \n\n        <\/div>\n      <\/div>\n\n            \n<style>\n#banner-478288684 {\n  padding-top: 400px;\n}\n#banner-478288684 .bg.bg-loaded {\n  background-image: url(https:\/\/dev.mediagenic.ch\/wp-content\/uploads\/2023\/06\/row-1-column-1-1-771x1030.png);\n}\n#banner-478288684 .overlay {\n  background-color: rgba(0, 74, 173, 0.43);\n}\n#banner-478288684 .ux-shape-divider--top svg {\n  height: 150px;\n  --divider-top-width: 100%;\n}\n#banner-478288684 .ux-shape-divider--bottom svg {\n  height: 150px;\n  --divider-width: 100%;\n}\n<\/style>\n  <\/div>\n\n\n\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n\n\t<div id=\"col-487662582\" class=\"col medium-6 small-12 large-6\"  >\n\t\t\t\t<div class=\"col-inner\"  >\n\t\t\t\n\t\t\t\n\n\n  <div class=\"banner has-hover\" id=\"banner-596912060\">\n          <div class=\"banner-inner fill\">\n        <div class=\"banner-bg fill\" >\n            <div class=\"bg fill bg-fill \"><\/div>\n                        <div class=\"overlay\"><\/div>            \n                    <\/div>\n\t\t\n        <div class=\"banner-layers container\">\n            <div class=\"fill banner-link\"><\/div>            \n\n   <div id=\"text-box-350316344\" class=\"text-box banner-layer x50 md-x50 lg-x50 y25 md-y25 lg-y25 res-text\">\n                                <div class=\"text-box-content text dark\">\n              \n              <div class=\"text-inner text-center\">\n                  \n\n\t<div id=\"text-866630969\" class=\"text\">\n\t\t\n\n<p>Analysieren und bewerten Sie jede Massnahme, um Ihre Mediapl\u00e4ne zu optimieren und mehr Wert zu schaffen&#8230;<\/p>\n<p>Messen und optimieren Media Driven Strategy<\/p>\n\t\t\n<style>\n#text-866630969 {\n  font-size: 1.05rem;\n}\n<\/style>\n\t<\/div>\n\t\n<a href=\"https:\/\/dev.mediagenic.ch\/de\/die-datengetriebene-medienstrategie\/\" target=\"_self\" class=\"button white is-outline is-larger lowercase\"  >\n    <span>Mehr erfahren<\/span>\n  <\/a>\n\n\n\n              <\/div>\n           <\/div>\n                            \n<style>\n#text-box-350316344 {\n  width: 80%;\n}\n#text-box-350316344 .text-box-content {\n  font-size: 100%;\n}\n<\/style>\n    <\/div>\n \n\n        <\/div>\n      <\/div>\n\n            \n<style>\n#banner-596912060 {\n  padding-top: 400px;\n}\n#banner-596912060 .bg.bg-loaded {\n  background-image: url(https:\/\/dev.mediagenic.ch\/wp-content\/uploads\/2023\/06\/row-1-column-2-1-771x1030.png);\n}\n#banner-596912060 .overlay {\n  background-color: rgba(0, 74, 173, 0.43);\n}\n#banner-596912060 .ux-shape-divider--top svg {\n  height: 150px;\n  --divider-top-width: 100%;\n}\n#banner-596912060 .ux-shape-divider--bottom svg {\n  height: 150px;\n  --divider-width: 100%;\n}\n<\/style>\n  <\/div>\n\n\n\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\n\n<\/div>\n\n\t\t<\/div>\n\n\t\t\n<style>\n#section_1476332851 {\n  padding-top: 60px;\n  padding-bottom: 60px;\n  background-color: rgb(255,255,255);\n}\n#section_1476332851 .ux-shape-divider--top svg {\n  height: 150px;\n  --divider-top-width: 100%;\n}\n#section_1476332851 .ux-shape-divider--bottom svg {\n  height: 150px;\n  --divider-width: 100%;\n}\n<\/style>\n\t<\/section>\n\t\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":0,"parent":16616,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"page-blank.php","meta":{"footnotes":""},"class_list":["post-21406","page","type-page","status-publish","hentry"],"rankMath":{"parentDomain":"dev.mediagenic.ch","noFollowDomains":[],"noFollowExcludeDomains":[],"noFollowExternalLinks":false,"featuredImageNotice":"Das angezeigte Beitragsbild sollte mindestens 200x200 px gro\u00df sein, damit Facebook 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