Publicitas in Switzerland

Important points for the realization of cross-media campaigns:

• I have to be sure about my objectives and the composition of the target group. Then I can decide whether I achieve a stronger effect with one medium or with a media mix.

• The target group always has to be in the focus. The budget plays at most a "design role" here. "Depending on the ideas and attributes of the target group, a cross-media concept can also be realized with a small budget."

• Chronological and content linking is decisive for effective cross-media campaigns. "How do I adequately transpose my advertisement in the medium? How do I make sure that the medium Internet converts the established values into response?"

• If you plan a cross-media campaign, you must be open to new communication methods. "Each channel to the consumer is a medium today." At the beginning, the Internet was only infrequently used as an advertising medium because there was no planning safety.  The same applies for SMS or mobile advertising today. "But these are channels that lead directly to the consumer and may be especially important for some target groups."

• The media agency, the client and the creative agency must work jointly on the concept right from the start. "This results in the full utilization of cross-media benefits."