Advertising & Promotion Campaigns

Sponsors ready to let the hype begin

The Sydney Morning Herald
Page: 31 : 29 May 2008
Original article by Julian Lee

LexisNexis Summary: Advertising & Promotion Campaigns

IBIS World is predicting a flock of sports sponsorships in Australia as the Beijing 2008 Olympic Games draw close. It believes companies will pour up to $A535.5 million into sports sponsorships from July to December 2008. IBIS also predicts that much of these will centre on Australian elite athletes taking part in the Beijing Games. It is forecasting that the key sponsors will be groups such as Speedo, Telstra, Westpac Banking, Qantas Airways and Uncle Tobys. However, Mike Bushell, of Sports Marketing & Management, does not agree. He argues that most of the sponsorship money has already been paid out over the last four years

Maccas hopes green beans are new short black

The Sydney Morning Herald
Page: 31 : 29 May 2008
Original article by Julian Lee

LexisNexis Summary: Advertising & Promotion Campaigns

The fast food group, McDonald's, is planning to sell "green" coffee at its McCafe outlets in Australia. From May 2008, all coffee served by McDonald's will be made from beans sourced from South American plantations certified by the New York non-profit organisation, Rainforest Alliance. The Rainforest logo is a green frog, and McDonald's will use this and a picture of the worn faces of South American coffee workers as part of the marketing of the coffee. The Rainforest Alliance is very similar to Fairtrade, although only Fairtrade guarantees coffee growers and workers a minimum price for their beans. McDonald is using the advertising agency DDB to market this "green" coffee in Australia

Newman goes for dummy stunt

The Australian
Page: 31 : 29 May 2008
Original article by Amanda Meade

LexisNexis Summary: Advertising & Promotion Campaigns

Nine Network Australia has removed personality Sam Newman from the "Footy Show" and ordered him to undergo counselling. The action has been taken two months after an incident in which Newman manhandled a mannequin dressed in lingerie and with a picture of football writer Caroline Wilson's face during the program. GTV-9 MD, Jeffrey Browne, indicated that Newman has not fully recovered from his prostate cancer operation and requires rest. ANZ Banking had withdrawn advertising from the program and major advertiser Crazy John's expressed concern about the program's attitude towards women

Products & Services

Sex sells: brands tie their fate to Carrie and crew

The Sydney Morning Herald
Page: 31 : 29 May 2008
Original article by Julian Lee

LexisNexis Summary: Products & Services

The much-anticipated launch of the "Sex and the City" movie has generated significant marketing campaigns. Experts are comparing its advertising potential to the American Football "Super Bowl" event, and brands such as Skyy Vodka, Mercedes-Benz and Coca-Cola are featured in the film. In Australia, Diet Coke, Skyy and Bueno have signed on to promote the film, which is due for release in early June 2008. Roadshow Films' job of marketing has been made easier by consumers' familiarity with the original TV show, allowing it to focus on building anticipation and driving the release date

E-Business

You're part of the family now

Marketing
Page: 76-78 : May 2008
Original article by Peter Applebaum

LexisNexis Summary: E-Business

The popularity of social networking sites such as MySpace and Facebook presents a new opportunity for marketers. Research undertaken by Nielsen shows that 55 per cent of Australians have visited a social networking site in the last 12 months, while 33 per cent of all internet visits in October 2007 were to such sites. Social networking sites offer marketers the opportunity to link their brands to something that consumers feel passionate about, be it their family, music or career

Bringing up baby

Marketing
Page: 82-83 : May 2008
Original article by Matt Bateman

LexisNexis Summary: E-Business

Affiliate marketing makes up just four to five per cent of the overall $A1.3 billion-plus Australian online advertising sector. However, it is growing at an extraordinary rate, with Frost & Sullivan estimating its 2006 expansion at 224 per cent. Some industries in Australia have been much more willing to embrace affiliate marketing than others, with the finance sector the most enthusiastic. The retail sector has been notably reluctant to consider affiliate marketing or electronic commerce in general

Tourism Australia on MySpace a global first

Marketing
Page: 11 : May 2008

LexisNexis Summary: E-Business

Geoff Buckley, MD of Tourism Australia, revealed that the body will run a global campaign on MySpace. Buckley says the campaign is intended to educate young adults about travelling in Australia and to encourage them to become advocates for Australia. The campaign will employ experiential marketing techniques and interactive elements. Andrew Cordell, of MySpace Australasia, reports that the social networking site allows brands to "think globally" in their marketing from a much earlier stage in the business lifecycle

Marketing Strategy

Calls to label GM food dismissed

The Weekly Times
Page: 21 : 28 May 2008
Original article by Branko Licul

LexisNexis Summary: Marketing Strategy

Dr Lucy Carter, of Queensland University, researched the debate about genetically modified (GM) crops. Carter contends that since there is no evidence GM is harmful to humans, there is no need to label GM food. She notes that there is no moral duty to label GM food, and suggests that voluntary labelling could be an option. Carter claims that consumers would not obtain any "meaningful information" from mandatory labelling of GM foods. She notes that labelling increases costs without conveying complex information

The seven myths

Marketing Magazine (NZ)
Page: 15 : May 2008
Original article by Amanda Stevens

LexisNexis Summary: Marketing Strategy

Marketers often neglect women as potential consumers because they prefer myths rather than reality. Myths held by marketers include the following: women are not different from men, women earn less than men, women do not make decisions about important purchases, marketing to women is a niche activity, marketing to women alienates men, women are uncomfortable being marketed to, and marketing to women is simple

Old school

Marketing
Page: 40-42/44/46 : May 2008
Original article by Bryn Taylor

LexisNexis Summary: Marketing Strategy

Companies are increasingly seeking recruits with postgraduate qualifications when it comes to marketing appointments. This applies to both external positions and internal promotions. However, undertaking post-graduate education is not cheap, with a masters degree costing as much as $A50,000. Choosing between a master of marketing and the more general master of business administration (MBA) can pose a dilemma for marketers. A master of marketing will take less time and be less expensive, but an MBA can help marketers looking for senior management roles

Shopping technology

Marketing Magazine (NZ)
Page: 38-44 : May 2008
Original article by Graham Medcalf

LexisNexis Summary: Marketing Strategy

A Deloitte report claims in-store advertising is achieving faster growth than online advertising in the US. Aidan Bennett, MD of Benefitz in New Zealand (NZ), says it is vital for providers of in-store technology to keep abreast of technology. Bennett stresses the need for innovation, and notes that striking printing images feature heavily in retail ads in Europe. The CEO of Eye Australasia, Mike Tyquin, notes that a "distance testing facility" features on his agency's web site. Aroma marketing, which can be as cheap as $NZ300 per annum, has not been embraced by New Zealand retailers

Consumer Behaviour

Survey points to halving in growth

The Sydney Morning Herald
Page: 29 : 29 May 2008
Original article by Clancy Yeates

LexisNexis Summary: Consumer Behaviour

Consumer spending is forecast to fall in Australia. The Westpac-Melbourne Institute survey, released on 28 May 2008, predicts that growth in domestic spending will decline from 5.7 per cent to 2.7 per cent in 2008 and fall to 2.1 per cent in 2009. The main reason for the slower growth is higher costs, which will have a greater impact on household budgets than tax cuts. However, figures from the Australian Bureau of Statistics indicate that the construction and engineering industries will remain strong

Drinkers driven to mix own drop

The Australian Financial Review
Page: 3 : 29 May 2008
Original article by Simon Evans and John Breusch

LexisNexis Summary: Consumer Behaviour

Australian consumers have responded to a 70% rise in excise for ready-to-drink (RTD) alcohol by mixing their own at home. Liquor stores including Chambers Cellars and Dan Murphy's have reported a significant rise in sales of bottled spirits since the increase in excise for RTD products. Industry data shows that RTD sales have declined 39% since the tax increase, while sales of full-strength spirits have risen 21%. The industry has used the figures to support claims that revenue raising was the motivation behind the excise increase, not a genuine effort to reduce binge drinking

Eye on Australia report

Marketing
Page: 12 : May 2008

LexisNexis Summary: Consumer Behaviour

Sweeney & Associates conducts the annual "Eye on Australia" survey for Grey Worldwide. Some 70 per cent of respondents to the latest survey think they are living in prosperous times, while 65 per cent rank themselves as "very" or "extremely" satisfied with life. Some 67 per cent of respondents reported getting a sense of identity from their job, although just 56 per cent thought they brought new ideas and innovation to their work. Some 87 per cent of those surveyed said they used email "very often" or "often", up from five per cent in 1997