Advertising & Promotion Campaigns

Chinese PCs everywhere

The Australian Financial Review
Page: 51 : 3 March 2008
Original article by Neil Shoebridge

LexisNexis Summary: Advertising & Promotion Campaigns

Computer manufacturer, Lenovo, has launched its first consumer marketing campaign in Australia. The campaign, which uses the theme "Ideas everywhere", aims to build awareness of the Lenovo brand. The company's executives have conceded that the Lenovo brand means little to most Australian consumers. However, research conducted in September 2007 indicates that awareness of the brand among Australian business owners increased from 15 per cent in 2006 to approximately 40 per cent in September 2007

Unilever goes green in a small way

The Australian Financial Review
Page: 52 : 3 March 2008
Original article by Neil Shoebridge

LexisNexis Summary: Advertising & Promotion Campaigns

Unilever has begun to distribute its "super-concentrated" Omo Small & Mighty and Surf Small & Mighty brands of liquid laundry detergents. The new Omo product uses 50 per cent less packaging than the Omo version it replaces. This fact has been emphasised in a new $A4 million marketing campaign promoting the product. Unilever has declined to specify its sales and market share targets for the two new products. Unilever had a 26.8 per cent share of laundry detergent sales in Australia during 2007

Local sponsors taking up Olympic baton

The Australian Financial Review
Page: 10 : 3 March 2008
Original article by Noelle Waugh

LexisNexis Summary: Advertising & Promotion Campaigns

Australian Olympic Committee (AOC) president John Coates says corporate Australia is embracing the 2008 Beijing Olympic Games. The AOC had sought to raise $A33m in corporate sponsorships for the 2008 Olympics, and Coates says the value of sponsorship deals to date exceeds $A30m. The AOC's major corporate partners include Qantas, Accor Hotels, GlaxoSmithKline and Fitness First, while suppliers include Sportscraft and BHP Billiton. Coates notes that the Beijing Games have generated more interest from corporate Australia than the 2004 Athens Games, adding that many Australian companies have a presence in Asia

Financial planning course targets industry shortfall

The Australian Financial Review
Page: 34 : 3 March 2008
Original article by Joanna Mather

LexisNexis Summary: Advertising & Promotion Campaigns

The Financial Planning Association of Australia (FPA) has established a Future Financial Planners Council. A marketing campaign which aims to encourage university students to move into financial planning will be run as part of efforts to boost the profile of financial planning as a graduate career option. Jo-Anne Bloch of the FPA estimates that Australian financial planning firms will need an additional 3,000 staff over the coming 18 months. Bloch says greater consumer control over superannuation has helped fuel unprecedented demand for financial advice. Mark Brimble, of Griffith University, says an "emerging talent war" could make financial services unaffordable for some Australians

E-Business

Hidden doubts start to pop up

The Australian Financial Review
Page: 49 : 3 March 2008
Original article by Noelle Waugh and Neil Shoebridge

LexisNexis Summary: E-Business

New Australian data indicate that the internet was the fastest-growing medium in terms of advertising revenue in 2007. According to the data from the Interactive Advertising Bureau and PricewaterhouseCoopers, online ad spending increased by 34.5 per cent to $A1.35 billion. However, that was significantly lower than the 50 per cent increase in growth some online ad executives had been anticipating. Rohan Lund of Yahoo!7 predicts that the rise in online ad spending will be in the range of 20 per cent in 2008, while James Parkinson of Group M expects spending to rise by 40 per cent

BigPond website takes in MyHome

The Australian Financial Review
Page: 51 : 3 March 2008
Original article by Neil Shoebridge

LexisNexis Summary: E-Business

Telstra and PBL Media have reached an agreement pertaining to PBL's struggling MyHome property advertising site. Under the agreement, Telstra's Big Pond site will host a link to the MyHome website. The deal will expose MyHome to two million users. MyHome has failed to make a strong mark on Australia's $A140 million online real estate advertising market since its launch 18 months ago. MyHome slipped from third to fourth in the market in terms of "unique browsers" during January 2008

Web measuring still bridge too far

The Australian
Page: 37 : 3 March 2008
Original article by Lara Sinclair

LexisNexis Summary: E-Business

Advertisers hoping that internet publishers would quickly provide funding for a standard internet audience rating system will be disappointed. It is believed that publishers agreed at a meeting to provide more funds to the Interactive Advertising Bureau Australia (IAB), which would manage the system, but no agreement was reached on the funding of new research. IAB is now supporting hybrid measurement combined with site-tagging after previously announcing a preference for panel measurement. A rival industry group, Interactive Advertising Networks of Australia, has called for the matter to be resolved quickly

Marketing Strategy

Turning tables

The Australian Financial Review Magazine
Page: 44-47 : March 2008
Original article by Andrew Cornell

LexisNexis Summary: Marketing Strategy

The food industry is quite complex, with many factors influencing its direction. Eating is nowadays driven by a globalised economy. For example, the consumption of sushi is inherently linked with the global supply of fish. Retailing has also been globalised and homogenised. David McKinna, the founder of market research firm McKinna, says that consumers expect a visit to supermarket to be an experience. Instead, supermarkets offer shoppers a convenient and quick way of buying staple products at low prices. A supermarket visit is devoid of any excitement

Consumer Behaviour

Lobbyists push for back-ups to the future

The Australian Financial Review
Page: 47 : 3 March 2008
Original article by Renai LeMay

LexisNexis Summary: Consumer Behaviour

Electronic Frontiers Australia (EFA) is advocating changes to copyright law to accommodate new technologies. In early March 2008, it submitted to a Federal Government review that the law should be changed to allow for consumers to back-up video content into a format that was different from the original, for instance VHS to iPod, rather than just to DVD as is currently permitted. EFA believes that without the change, it is likely that consumers will simply ignore the law in this area. The government review closes on 7 March 2008