Advertising & Promotion Campaigns

ACTU shifts campaign focus

The Australian Financial Review
Page: 5 : 3 June 2008
Original article by Mark Skulley

LexisNexis Summary: Advertising & Promotion Campaigns

The ACTU is seeking to change the focus of its "Your Rights at Work" campaign to the laws that will replace WorkChoices. ACTU secretary, Jeff Lawrence, says unions will continue to lobby for the reintroduction of unfair dismissal claims and changes to collective bargaining rights. Lawrence said there was always the intention to conduct more television advertising, noting that there is a misconception by the public that the necessary changes occurred with the election of the new Australian Government

Mega increase: Cannes

Adbrief
Page: 1 : 30 May 2008

LexisNexis Summary: Advertising & Promotion Campaigns

The 2008 Cannes International Advertising Festival has received over 28,284 entries, an increase of 10.2 per cent on 2007. The entries have come from 85 countries, with Australian entries up by 31 per cent over 2007. Philip Thomas, the CEO of the Cannes International Advertising Festival, says it is the fifth year in a row that it has had record entries, with radio (down 1.1 per cent) the only category to record a decline

Celebrities don't do it for 60% of us

Adbrief
Page: 1/4 : 30 May 2008

LexisNexis Summary: Advertising & Promotion Campaigns

Footballer David Beckham is the male celebrity most likely to persuade a consumer to buy a product he has endorsed. This is according to an online survey conducted by NEWS.com.au, with Jennifer Hawkins and Nicola Kidman the two most persuasive female celebrities. However, almost 60 per cent of those who took part stated they were not influenced by celebrity endorsements, while 45 per cent said they relate more to real people or unknown actors in commercials

Campaigns

Adbrief
Page: 2-3 : 30 May 2008

LexisNexis Summary: Advertising & Promotion Campaigns

A new campaign created by BCM seeks to encourage more Queenslanders to become foster and kinship carers. It is estimated there are 6,500 children and young adults who are not able to live with their families because of either abuse or neglect. The campaign was created for the Queensland Department of Child Safety. Among other new campaigns, Leo Burnett Sydney has created a campaign for the relaunch of Canon's PIXMA printer, with Canon spending around $A12 million on the campaign

Products & Services

SBS TV turns the key on 33 day fuel fest by revv-ealing hosts of BBC's Aussie car show

Mediaweek
Page: 3 : 2 June 2008

LexisNexis Summary: Products & Services

SBS TV has revealed the names of the hosts of the eight new episodes of the "Top Gear Australia" TV programme. The team will be composed of broadcast journalist Charlie Cox, motoring columnist Warren Brown, and driving instructor Steve Pizzati. Matt Campbell, director of content at SBS, said the three hosts were chosen from 4,000 applicants. At the same time, ACP Magazine is preparing the launch of its new magazine, "Top Gear", which is expected to appear in newsagencies on 30 June 2008

New auction site launches in Australia

Inside Retailing
Page: 13-14 : 26 May 2008

LexisNexis Summary: Products & Services

OfferMe, a new online auction site that will compete with ebay and the like, will be launched on 8 August 2008. It is an initiative of Albert Yang, who says that OfferMe is designed to identify groups of buyers who want to acquire the same product, thus allowing a vendor to make a bulk sale at a lower price and thereby benefiting both seller and buyer. OfferMe, located at OfferMe.com.au, will only charge a fee when an actual transaction takes place, with the vendor paying a small portion of the sale price

What was Ford thinking?

Marketing
Page: 76-78 : May 2008
Original article by Colin Bookman

LexisNexis Summary: Products & Services

Ford has altered its brand positioning at a vital time for its "Falcon" model. The new positioning reflects considerations to do with the fleet sector, which accounts for 70 per cent of "Falcon" sales and where prestige plays a major role. Rival Holden recently launched two variants of its powerful "Calais" brand, while the ambiguous position of Mitsubishi's "380" in the Australian "brand pecking order" has contributed to its lack of success. It remains to be seen whether the revamped brand positioning will work for the new "Falcon" range

E-Business

Net closes on agents as travellers get away

The Australian Financial Review
Page: 1/39 : 3 June 2008
Original article by Paul Smith and Ben Woodhead

LexisNexis Summary: E-Business

The increasing popularity of online booking of airfares and accommodation is placing pressure on travel agents to devise innovative holiday packages. Agencies are preparing for the shift of domestic bookings online to be replicated in the international travel market, with Jetset Travelworld and Qantas Holidays announcing a $A800m merger. Webjet expects growth in internet sales of overseas travel to double over the next 12 months. More flexible payment options, e-ticketing and the unbundling of routes is making it easier for consumers to book international travel online

Marketing Strategy

Marketers take a byte of virtual life

The Australian Financial Review
Page: 38 : 3 Jun 2008
Original article by Eric Pfanner

LexisNexis Summary: Marketing Strategy

When formulating the online version of "The Sims" video game, Electronic Arts reached an agreement with the McDonald's fast food group. Although the multi-million dollar agreement to place "virtual burgers" in the online game caused some controversy, the new version of the game, "The Sims 2", is even more brand-conscious. People who play the new version will be able to buy a "stuff pack" that allows the Sims virtual family to decorate their home with furniture from Ikea. The deal between Electronic Arts and Ikea illustrates how the line between paid-for content and marketing material is starting to blur. Michael Goodman of the Yankee Group estimates that marketers spent approximately $A180 million on in-game advertising in 2007. He expects this spending to increase to $A332 million in 2008. Originally published in "The New York Times"

New business

Adbrief
Page: 3 : 30 May 2008

LexisNexis Summary: Marketing Strategy

Golden Glow Natural Health Products has engaged Acxiom to design a customer information system. Golden Glow, Australia's largest mail-order supplier of vitamins and supplements, wants to improve its ability to target demographic customer segments. Meanwhile, Sydney has won the right to stage the Air New Zealand Golden Oldies World Rugby Festival in 2010. As many as 8,000 people are expected to take part in the event, which is expected to contribute up to $A25 million to the New South Wales economy

Sex ed: unravelling the condom

Marketing
Page: 20-26 : May 2008
Original article by Karla Courtney

LexisNexis Summary: Marketing Strategy

Sex may sell, but marketing condoms is challenging, as the products are seen as both a novelty item and a medical device. Matthew Groskorth, sales and marketing manager at Ansell Australasia, reports that the company has simplified the names used on its packaging, since people do not tend to refer to varieties of condom by name. People are not honest in focus groups about condoms, which means market research can be costly. Groskorth notes that consumer requirements regarding condoms are atypical, as they are founded on "the psychology of sex". Ansell has a 70 per cent share of the $A20 million Australian market

Data: the unsung hero

Marketing
Page: 36-46 : May 2008
Original article by Bryn Taylor

LexisNexis Summary: Marketing Strategy

The direct marketing sector has long made use of data and stressed the accountability it offers. "Data Day" seminars have even been held by the Australian Direct Marketing Association. Lack of glamour is often said to be the reason that data has not emerged as a primary marketing tool. Acxiom's Malcolm Treanor says it is not uncommon for marketers to espouse the value of data without taking action on their claims. Gamba's Anthony Lawrence explains that data assists in making marketing objective. Per Edwards, of Veda Advantage, thinks technology is helping data to "come of age"

Invitation only

Marketing
Page: 48-54 : May 2008

LexisNexis Summary: Marketing Strategy

Some marketers do not realise that the Spam Act applies to mobile as well as email marketing. The Act specifies that marketers must have the recipient's consent to send electronic messages and must offer an unsubscribe facility. Donald Robertson, of the Australian Direct Marketing Association, advises caution in the use of third party lists. A report by Marketing Sherpa and Q Interactive shows that the public's definition of spam can be broader than that set by legislation, with some consumers reporting messages in which they are not interested as spam

What's old is new again

Marketing
Page: 60-61 : May 2008
Original article by Malcolm Auld

LexisNexis Summary: Marketing Strategy

Huge investments are being made in digital media in the hopes of uncovering a "new holy grail of advertising". Digital experts offer wisdom such as that people scan web site content, when in fact this is exactly the same behaviour as with magazines or brochures. User-generated content is already familiar from talkback radio and "letters to the editor" and mail order catalogues are a long-established form of virtual shopping. The internet is a promising new marketing channel, but it does not demand a new way of marketing. The insights of direct marketing can help to hone online marketing

Whose social network is it anyway?

Marketing
Page: 62-63 : May 2008
Original article by Rebekah Horne

LexisNexis Summary: Marketing Strategy

Nielsen Online reports that almost 50 per cent of Australians have social networking profiles. Half of the remainder plan to establish profiles in the next year. Social networking profiles can give marketers great insight to the psyche of customers. Six key types of social networker have been identified by Future Lab, including uber-creative and business-minded. These six types are reflected in a list of Australia's top 10 "cyber celebrities" compiled by MySpace. The list includes people who fall into categories such as "scene breaker", "collaborator" and "essentialist/netrepreneur"

Beyond the simple SWOT.

Marketing
Page: 64-65 : May 2008
Original article by Daniele Lima

LexisNexis Summary: Marketing Strategy

SWOT (strength, weaknesses, opportunities and threats) analysis is a proven strategy when marketing a small or medium enterprise (SME). Strengths and weaknesses are generally evaluated with regard to the SME's main rivals. It is helpful to approach the SWOT results as dynamic findings that should be acted on and reassessed in the future. Desired actions stemming from every point to emerge from the analysis should be considered. The level of resources required for each of these actions will need to be determined, as will the opportunity cost of carrying out each action

Green is not the new black.

Marketing
Page: 80-81 : May 2008
Original article by Rebecca Swift

LexisNexis Summary: Marketing Strategy

Companies are increasingly keen to be seen as "green" in their branded communications. Getty Images compiled promotional material from about 2,000 advertisements concerning the environment. It is clear from the ads that bright green and dark forest green are overwhelmingly favoured in "green" promotions, and that trees, flowers and grass are being turned into cliched green icons. A visual language attuned to other attributes and colours of nature is required to differentiate green campaigns

The new rule of engagement.

Marketing
Page: 86-88 : May 2008
Original article by Grant Arnott

LexisNexis Summary: Marketing Strategy

Factors such as reduced consumer spending and skills shortages are contributing to a tough environment for Australian marketers. Efforts are being made to entice consumers via motivation marketing, which refers to tactics and strategies employed to increase loyalty and engagement. True motivation marketing takes incentive marketing a step further by encompassing the whole business rather than just one department. It embraces areas including motivation events, strategic planning, targeted training and multi-touch communication

Consumer Behaviour

Rates take wind out of consumers' sails

The Age
Page: B3 : 3 June 2008
Original article by Scott Murdoch

LexisNexis Summary: Consumer Behaviour

Slower consumer spending makes an interest rate rise in June 2008 unlikely. The Reserve Bank of Australia is expected to leave rates on hold on 3 June. A tightening cycle of 12 rate rises began in 2002, but consumer spending continued to grow. However, it has finally begun to slow. In April, retail sales fell 0.2 per cent seasonally adjusted, to $A20.06 billion. While the business sector remains strong, the growth of company profits has slowed. The likelihood of a rate rise before the end of the year is diminishing

Report sees online boost for papers

The Age
Page: B2 : 3 June 2008
Original article by Matthew Ricketson

LexisNexis Summary: Consumer Behaviour

Newspapers have been helped by online news websites. The Newspaper Works commissioned a study to discover readers' perceptions of different media forms and to compare newspapers with TV, radio and the internet. The study showed that newspapers held people's interest and were regarded as informative and reputable. Newspaper websites have added to the ability of print to break news quickly and to allow engagement

Winners and losers in our two-speed economy

The Sydney Morning Herald
Page: 1-2 : 3 June 2008
Original article by Jacob Saulwick and Jano Gibson

LexisNexis Summary: Consumer Behaviour

New South Wales (NSW) has developed a "two-speed" economy. Strong sales are being recorded by pubs, clubs and fast-food outlets, but this is not the case for cafes, restaurants and fresh food retailers. Australian Bureau of Statistics data show that bars and clubs in NSW achieved turnover of $A742m in April 2008, which was 15% higher than the previous corresponding period. Turnover in the state's restaurants and cafes declined by 12%. Sales of takeaway food, including by chains such as KFC and McDonald's, rose 9%, while sales by the retail category including greengrocers, butchers, bakers and cake shops fell 28%. Supermarket sales rose 5.7%

Key workers priced out of city homes

The Mercury
Page: 1 : 2 June 2008
Original article by Alison Rehn

LexisNexis Summary: Consumer Behaviour

Australia has around 480,000 people classed as key workers, including 12,000 in Tasmania. Key workers are teachers, nurses and emergency service workers. A report to be released on 2 June 2008 shows that key workers are finding it increasingly hard to afford to buy homes in local government areas (LGAs) in capital cities. According to the report, the average nurse could only afford to buy a home in four per cent of all LGAs in capital cities in 2007, down from 26 per cent in 2002. The BankWest report deems an LGA to be unaffordable if its median house price is over five times a key worker's annual pay. Three of Hobart's six LGAs were deemed unaffordable for key workers in 2007, whereas all had been affordable in 2002