Since September 2006 this system has revolutionised the way SEAT manages advertisements: all of a customer’s advertisements can be created from a single editorial workstation, regardless of the product and distribution channel (print, online, multimedia or voice).

SEM is modular and flexible and definitely a first in the world of Directories — not just in Italy, but internationally.

Handling of content
SEM automatically normalises and checks the basic content of advertising formats using sophisticated applications developed specifically for SEAT. The information is reviewed by the operator, who can view all of the customer’s advertising data by means of a map and can therefore correct errors or reuse the content on the various types of media. One of the main benefits of the system is that it allows the efficient reuse of content for distribution on various media (paper, internet, voice).

Brands and images
The system allows SEAT to build a complete, certified database of advertising content that can be used for future editorial processes and other company systems.

Validation of customer’s advertising objects
SEM uses basic content to create advertisements based on the rules defined for each product. The work of the operator is limited to correcting the errors highlighted by the system or found during quality controls.

Layout
Basic content — i.e., texts, telephone, brands, images — is used by the operator when preparing the final layout, the structure of which is stored in the database and used for distribution platforms.
Lastly, the layouts of the non-text sections for print products are prepared by a graphic artist using the new INDESIGN application, which combines graphic sophistication with operating flexibility.

The SEM’s basic content can also be used by the Sales Force in preparing commercial proposals.