Advertising & Promotion Campaigns

Internet a standout in bullish year for all media

The Sydney Morning Herald
Page: 18 : 11 April 2008
Original article by Julian Lee

LexisNexis Summary: Advertising & Promotion Campaigns

The latest data for advertising expenditure have been issued by the Commercial Economic Advisory Service of Australia. The figures for calendar 2007 show an increase of 11.5% to just over $A13bn, with online media leading the way. Pay TV was another standout performer, but traditional media also did well, particularly outdoor posters. Some analysts are sceptical the same growth will be able to be achieved in 2008, due to the impact globally of the US economy sliding into recession. The statistics for 2007 have been distorted for the segment of suburban free newspapers, with some participants choosing not to make their advertising income public

Young athletes present too big a risk

The Australian Financial Review
Page: 25 : 11 April 2008
Original article by Noelle Waugh

LexisNexis Summary: Advertising & Promotion Campaigns

Few Australian swimmers at the 2008 Beijing Olympic Games can expect big money from endorsements. On 10 April 2008, sports managers said that this is due to a large field of competitors and the risks of dealing with younger athletes. The recent assault charge against Australian swimmer, Nick D'Arcy, illustrates endorsement risks, and the 42-person Australian swimming team comprises 26 rookies. It is estimated that less than five per cent of Australian swimmers will receive "significant" incomes from contracts. Corporate sponsors are becoming increasingly wary of endorsements as only half of the endorsements were commercially successful at the 2000 Sydney Olympics

Traffik drinks to expansion

Ad News
Page: 8 : 4 April 2008
Original article by John Davidson

LexisNexis Summary: Advertising & Promotion Campaigns

Growth of 250 per cent is anticipated at Traffik this year. The Australian experiential marketing agency has hired 25 staff in the last 12 months, to bring its total staff numbers to 45. Clemenger Communications owns 60 per cent of the agency, and the other 40 per cent is owned by Omnicon. Traffik is about to release a year-long multi-million dollar campaign for Frucor Beverages, and also holds accounts for alcohol brands including "Ruski" and "Smirnoff"

Year of acquisitions

Ad News
Page: 25-37 : 4 April 2008

LexisNexis Summary: Advertising & Promotion Campaigns

Many advertising agencies took advantage of the Sarbanes-Oxley Act to stop disclosing their financial data. In response, "Ad News" began compiling a yearly "Agency Report Card" detailing Australasia's foremost marketing services networks and their performances. Star ratings are allocated to networks, since billings data is not available. The most recent report card shows that the number of companies associated with Photon rose by 15 in 2007, to 45. Mitchell Communications made several takeovers during the year, while WPP expanded into the search marketing arena

Products & Services

Individuality drives new T-shirt retail concept

Inside Retailing
Page: 6 : 7 April 2008
Original article by Kiren Thandi

LexisNexis Summary: Products & Services

The Graniph store in Sydney is the venue for a unique T-shirt business. The store's owners print high-level design and art works onto each T-shirt. The designers produce different designs on the T-shirts regularly, so customers always see something different. All designs sold by Graniph are produced in limited editions and if a design is reproduced, it is made in different colours. Each person who buys a T-shirt gets a limited edition design. The designs come from several sources, including films and photographs

E-Business

eBay pulls PayPal shunt stunt on shoppers

The Australian Financial Review
Page: 18 : 11 April 2008
Original article by Ben Woodhead

LexisNexis Summary: E-Business

The online auction house eBay has made a strategic decision. From 17 June 2008, buyers using eBay will not be able to use personal cheques, direct deposits or money orders. They will have to either pay cash on delivery or make payments using PayPal, which eBay owns. PayPal is a big revenue spinner for eBay, because it collects $A0.30 and a percentage of the transaction value for each item it processes. The view of eBay Australia is that this move is better for buyers, because it is far safer for them to purchase using PayPal. It takes payments via bank deposits or credit cards

Consumer Behaviour

Primal screen

BRW
Page: 55 : 10 April 2008
Original article by Neil Shoebridge

LexisNexis Summary: Consumer Behaviour

There is debate within media and internet circles as to the extent to which consumers are prepared to watch full-length programs and films online. Nielsen Media Research found in late 2007 that 25 per cent of US internet users had watched a full-length episode of a television program in the previous three months. However, overseas research conducted by Liberty Global, the 54 per cent of Australian pay TV firm Austar, in early 2008, found that the average length of video clips viewed online was just 2.5 minutes

Trouble in store

BRW
Page: 16 : 10 April 2008
Original article by Chris Richardson

LexisNexis Summary: Consumer Behaviour

Retailers are expecting a change in consumer habits following a series of interest rate rises and a sharp fall in stock prices. It is not certain whether recent weakness in sales is a temporary phenomenon or, rather, a change in business cycle. Incomes of Australian workers are still rising and job growth is solid. Consumers have money to spend but they are cautious. Falling retail sales indicate a lack of consumer confidence and a high level of uncertainty as to the direction of the Australian economy

Online beats TV...depending on who you believe

Ad News
Page: 14 : 4 April 2008
Original article by Mark Chenery

LexisNexis Summary: Consumer Behaviour

Prospects for traditional media appear poor in a new report by Nielsen Online on technology and the internet. The authors claim that Australians devoted more time to the internet than to watching TV in 2007. Nielsen Online's Tony Marlow claims the number of people who do not use the internet is contracting daily. Conversely, Roy Morgan argues that only 7.8 per cent of the population spend more time online than watching commercial TV. Roy Morgan disputes Nielsen's data