Advertising & Promotion Campaigns

Toll rings the changes in Asia

The Australian Financial Review
Page: 56 : 23 April 2008
Original article by Katrina Nicholas

LexisNexis Summary: Advertising & Promotion Campaigns

Toll Holdings MD, Paul Little, announced plans to re-brand the company's Asian operations on 21 April 2008. Little said almost 40 per cent of Toll's revenue would come from Asia by 2011, while the Australian share will fall to 50 per cent. Toll recently took out full-page advertisements in Asian newspapers in an attempt to raise its profile in the region, a decision Little said was taken in response to growing shareholder expectations

Stick your iPod, gimmie a house

Ad News
Page: 2 : 18 April 2008
Original article by Mark Chenery

LexisNexis Summary: Advertising & Promotion Campaigns

Clemenger Promotive has created the campaign for what PepsiCo's Danielle Westerbrink claims is the richest ever prize for an Australian marketing promotion. First prize in the campaign for "Pepsi Max", which targets 20 to 29-year old males, is a $A600,000 house. Westerbrink says PepsiCo found that its target group are not interested in the standard prize promotion with a PlayStation or iPod as prizes, because their general level of disposable income means they can easily buy such products anyway

Australis returns to TV

Ad News
Page: 3 : 18 April 2008
Original article by Heather Jennings

LexisNexis Summary: Advertising & Promotion Campaigns

L'Oreal Australia was by far the biggest spender on advertising on cosmetics/makeup and deodorant sprays in 2007, according to Nielsen Media Research. L'Oreal spent $A14.5 million, up from $A13.7 million in 2006. Creative Brand's "Australis" was in 15th spot, with just $A200,000. However, that figure is expected to increase significantly in 2008 as a result of the launch of its "You beauty" campaign. A major target of the campaign is consumers that used "Australis" in the late 1990s but no longer do so

Olympics crisis hits brands

Ad News
Page: 6 : 18 April 2008
Original article by Danielle Marcellino

LexisNexis Summary: Advertising & Promotion Campaigns

Sponsors of the 2008 Beijing Olympics are concerned that the protests over Tibet that have marred the torch relay may hurt their image. It costs between $A6 million and $A8 million to be an Olympic sponsor, with Coca-Cola and Samsung among the sponsors. The torch is due to arrive in the Australian capital of Canberra. Paul Bourke, of the Australian Tibet Council, says the group intends to stage protests during the Canberra leg of the relay. Heather Jones, of Lenovo, which designed the torch, said the firm had planned a number of promotions around the torch's arrival in Canberra, and may have to place these plans on hold if security becomes a problem

Walk in stupid

Ad News
Page: 7 : 18 April 2008
Original article by Barbara Messer

LexisNexis Summary: Advertising & Promotion Campaigns

Created for Honda by Wieden+Kennedy London, "Grr" and "Cog" are among the most awarded television commercials of the last decade. However, as Tony Davidson told the "2008 ADFEST" in Thailand, the commercials almost did not get made. Davidson, joint ECD at Wieden+Kennedy London, said he was very averse to Honda's request that any commercial must contain the phrase "The Power of Dreams". He said it was only when he found out that in Japan they see rather than have dreams that he embraced the idea

Products & Services

Boost gains little brother

Ad News
Page: 4 : 18 April 2008
Original article by John Davidson

LexisNexis Summary: Products & Services

Cadbury Schweppes spent $A5 million in 2005 to launch "Boost" onto the Australian chocolate bar market. The impact of the launch was such that "Boost" has remained among the top five selling chocolate bars. Cadbury Schweppes has now launched "Boost Totally Nuts", and is expected to spend around the same as it did on the launch of "Boost". The campaign for "Boost Totally Nuts", which was created by The Furnace, was launched in the week ending 18 April 2008

E-Business

Don't like your bank? Dump it for democracy

Ad News
Page: 14 : 18 April 2008
Original article by Ben Phillips

LexisNexis Summary: E-Business

The internet is being used to foster a new mechanism for borrowing money. Known as peer-to-peer (PTP) lending, it involves people wanting a loan advertising how much they want to borrow and the interest rate they are prepared to pay. Potential lenders then bid on what they are willing to offer, and the most competitive loan or combination of loans is selected. Gartner Research has estimated that PTP lending will account for 10 per cent of commercial loans by 2010. Loans brokered by PTP site Prosper.com have a default rate of just 2.7 per cent

Searching... for a holistic approach

Ad News
Page: 34 : 18 April 2008
Original article by Victoria Lea

LexisNexis Summary: E-Business

Search engine marketing (SEM) is one of the ways companies can improve the profile of their web site on the internet. It involves paying search engines to have information identifiable as advertising placed on the pages retrieved as the result of an internet search. Another strategy is called search engine organisation (SEO), which helps a company's web site to get a higher ranking as the result of a search. Most online marketing experts believe it is best to use a combination of SEM and SEO to get the maximum results

Brands making friends online

Ad News
Page: 36 : 18 April 2008
Original article by John Davidson

LexisNexis Summary: E-Business

Social networking sites such as MySpace and Facebook continue to grow in popularity in Australia. MySpace had around 22.58 per share of the social networking category, according to Hitwise, while Facebook's share is 17.95 per cent. MySpace had around three million users in January 2008, while Facebook had 2.5 million unique visitors. David King, of NetX, says companies seeking to advertise on social networking sites need to ask "what can I offer these people?", rather than "what can I say to these people?"

Marketing Strategy

Heffernan gatecrashes Nationals' news as single desk splits Coalition

The Age
Page: B2 : 23 April 2008
Original article by Michelle Grattan

LexisNexis Summary: Marketing Strategy

Farmers protested outside a Senate committee hearing into the planned deregulation of Australia's wheat export marketing on 21 April 2008. National Party Senators Barnaby Joyce and Fiona Nash attended the hearing with around 50 farmers, who were highly critical of Liberal Party senator Bill Heffernan. The issue has divided the Coalition, with the Nationals supporting a single export desk and the Liberals in favour of deregulation

Franchisee goes butter-side down

The Australian Financial Review
Page: 16 : 23 April 2008
Original article by Damien Lynch

LexisNexis Summary: Marketing Strategy

No action will be taken by the watchdog over claims against Baker's Delight by some of the chain's former franchisees. They had alleged misleading, deceptive or unconscionable conduct by the retailer, but the Australian Competition & Consumer Commission has decided not to pursue the case further. The company will however need to engage in a continuing dialogue with the agency on compliance with the Trade Practices Act. A specific complaint that could not be backed up by the ex-franchisee was that Baker's Delight allegedly engaged in "churning" of underperforming sites, where the business was sold to a succession of failing investors

Players snack on healthy yoghurts

Ad News
Page: 1 : 18 April 2008
Original article by John Davidson

LexisNexis Summary: Marketing Strategy

Nielsen reports that sales in the Australian fresh dairy category, which includes yoghurts and dairy desserts, rose by 4.1% to over $A920 million in 2007. The functional and enhanced yoghurt sector grew by over 16 per cent. Dairy Farmer's was the biggest advertiser in the fresh dairy category in 2007, with expenditure up from just $A800,000 in 2006 to $A4.9 million in 2007. Marketing expenditure in the segment is expected to increase significantly in 2008 as a result of a number of new products with a healthy slant

Euro helps employers Face branding

Ad News
Page: 2 : 18 April 2008
Original article by Heather Jennings

LexisNexis Summary: Marketing Strategy

The tight labour market means that employers need to make a better effort to promote themselves and their brand to prospective staff. This is the view of Adam Shay, the MD of The Face. The Face, which is owned by EURO RSCG, has traditionally been known as a provider of recruitment advertising, but it is increasingly getting involved in employer marketing. Current clients of The Face include Runge, Michael Page and IBM

Consumer Behaviour

Repo men called to stress belt

The Sydney Morning Herald
Page: 5 : 23 April 2008
Original article by Jonathan Dart

LexisNexis Summary: Consumer Behaviour

Mortgage stress has increased the number of home repossessions in western Sydney. In April 2008, sheriffs in Bankstown are carrying out an average of 15 repossession writs issued each week and have brought in extra sheriffs from Penrith to assist. A survey by Fujitsu Consulting revealed that 20 per cent of households under mortgage stress are likely to lose their homes

Online marketing

Ad News
Page: 30-31 : 18 April 2008
Original article by Mark Chenery

LexisNexis Summary: Consumer Behaviour

There is debate between Nielsen Online and Roy Morgan about the number of hours Australians spend on the internet each week. Nielsen claims it is 13.7 hours, Roy Morgan around 9.4 hours. Nielsen claims Australians spend more time on the internet than watching television. Australian marketers spent over $A1.3 billion on internet advertising in 2007, with the finance sector the biggest spender. However, some of the biggest sectors in terms of their advertising, including retail and media, are yet to adopt internet advertising to any great degree