Articles on Marketing

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ANZAC Day once was a day to commemorate the sacrifices made by Australian soliders in war - but is it now being hijacked by companies with a profit motive? Australian War Memorial

Should we be consuming more than just patriotism on national days?

Australian brands are increasingly looking to exploit national holidays like ANZAC Day. Given soft retail conditions, such efforts are understandable. But is it welcome? Sure, there is no law against associating…
A woman reads the Sydney Morning Herald in its new tabloid-sized format while a neuro test monitors her reaction. Fairfax/AAP

Neuromarketing for the compact Fairfax papers was a no-brainer

If there’s one thing that could be observed from Fairfax’s move to publish its first tabloid-sized broadsheets it was a surprising level of neuro-illiteracy. Fairfax’s head of advertising, Sarah Keith…
Can on-field adulation translate to off-field trustworthiness? AAP Image/Dean Lewins

Big league stakes: gambling on a sport legend to sell coal seam gas

Darren Lockyer knows a thing or two about conversions, having banged hundreds between the posts and over the crossbar during his rugby league career. He retired on a high in 2011, having captained the…
Are any of these fish sustainable? A seafood guide might help you figure it out, but it might not… Diarmuid Fisherman/Flickr

Conflicting sustainable seafood guides confuse consumers

Whether at the supermarket or the local fisho, most people find it difficult to know what seafood is sustainable. To help consumers make more informed choices, conservation organisations have been busy…
Green has become the new black for some companies, but often there is more at play than environmental consciousness. davesag/flickr

Greenwash: a critical exposé highlights need for action

Civilisation is doomed. If Guy Pearse’s Greenwash doesn’t convince you of this then you’re a more optimistic person than me. That, or you’ve been led down one of the most dangerous marketing blind-alleys…
Ever wonder why Australians spend half a billion dollars a year on something that comes from the tap? slinky2000

An untapped resource: how water became the ultimate consumer product

Water is just water, right? To some, yes, but many consumers spend inordinate amounts of time considering which brand they should buy and are willing to pay many times more than the price of humble tap…
We want our pets to be happy, but how much luxury do they need? nezitic[x]/flickr

What about your carbon pawprint?

People around the world are worrying about their carbon footprint. But what about their furry friends’ carbon pawprints? Consider the numbers: there are currently around 1 billion pet cats and dogs worldwide…
The future of advertising: Coca Cola have launched an Australian campaign as part of their joint venture with music streaming service, Spotify. Flickr/Sorosh

The new world of advertising is here, so listen on Spotify and have a Coke

The Australian launch of a joint venture campaign between soft drink behemoth Coca Cola with Swedish music streaming service Spotify and Universal Music, represents the new world of advertising. The “Share…
Athletes competing in the Paralympics don’t have a level playing field. Julian Stratenschulte/EPA

Media blitz: marketing is the next front for the Paralympics

Have you detected the not-so-subtle difference in the coverage afforded to our Paralympic and Olympic athletes? A sense that the marketing budgets are worlds apart for the two sporting events? It wouldn’t…
Poverty of vision: the carbon tax is about more than individuals’ hip pockets. AAP/Julian Smith

Selling the carbon tax: individual versus collective self-interest

July 1 has rolled past and Australia has a carbon tax. As Government Ministers prepare to hit the road to spruik the benefits of the tax, it’s worth shining a spotlight on the kinds of messages they love…
The Lingerie Football League is coming to Australia … and it needs you to be outraged to pay the bills. AAP Image/Wayne Heming

Lingerie Football: ignore it and it will go away

I’m a fan of the retention of pubic hair. I don’t much like the idea of breast implants. Thoughts of vaginoplasty coax me into an involuntary Kegel exercise. I’ve no idea why any woman would bleach her…
Businesses sponsor schools to increase sales and generate product loyalty. Elizabeth/Table4Five

Why schools and corporate brands shouldn’t mix

The furore following the announcement that Jenny Craig CEO Amy Smith would address a gathering of hundreds of girls’ school teachers has once again brought the uncomfortable issue of corporate presence…
Kony2012 seemed to be everywhere, but attention has now turned to the makers of the video. Reyhan Dhuny

Viral video, gone bad: Kony 2012 and the perils of social media

There have been enough social media disasters of late to make one thing clear: manipulating sentiment through social networks is next to impossible. The McDonald’s #McDStories campaign in January was supposed…
Coles is among a number of companies that have misjudged social media campaigns. AAP/Alan Porrit

Fishing for compliments: a dangerous marketing strategy

My central problem with branded clothing is my reluctance to actually be branded. Why on earth would I pay to advertise someone? When a Kiwi can make a motza from auctioning her buttock flesh to a strip…

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