Publicitas in Switzerland

Below-the-Line

Communication measures outside of classic advertising used to reach a certain target group through direct promotion, point of sale activities, special events or sponsoring.

Cross-Marketing

A term for cross-media strategies that are supplemented by point of sale retail promotions and events and that make the media and brand environment perceivable. This also includes direct marketing, address marketing and dialog marketing measures.

Cross-Media

Trend word with a non-uniform content. In the market, the terms cross-media, media linking, convergence, networked communication and integrated communication are often used synonymously. The common definition we use is: "Cross-media is the intelligent linking of brand-relevant contents staged in target group-affined media with the aim of dramatizing a message/advertising idea to significantly increase the impression in the target group."

Cross-Media Campaigns

Campaigns are called "cross-media" if several media categories are used to target a specified group and if reference is made to the Internet or another medium in all advertising materials. The aim of these references is to create an additional information level and a potential feedback channel for the multi-channel approach of the target group in order to enable direct interaction with the consumer.

Cross-Media Added Value

Compared to classic added value processes, where the advertising added value creation usually takes place vertical within the individual media categories (print separately, Internet separately, TV separately, radio separately, etc.), cross-media added value creation is horizontal, meaning it spans media categories. This creates communicative added value.

Involvement

Inclusion of the consumer in the advertising process.

Media Mix

Term denoting the application of different media categories in an advertising campaign. Today, this term is incorrectly used synonymously to cross-media.

Multimedia

Term describing the integration of text information with images, video films and sounds. Multimedia applications require powerful hardware and suitable input and output devices.

Multiplying Effect

The interaction and networking of several media boosts the advertising effect ("The whole is more than the sum of its parts"). This results in advantageous synergy effects, which multiply the effect between the media.

POS Marketing

Point of Sale: Comprehensive term for marketing measures at the point of sale, enabling direct contact between the target groups and the product. This includes sales and distribution measures as well as sales promotion through special campaigns at the point of sale.