Articles on Marketing

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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…
Sending the same message to everyone at once is an old-fashioned approach. Boston Public Library

Australians need more than one message on the carbon tax

The Federal Government is once again hitting difficulties in communicating its carbon pricing proposal, with polling finding Australians don’t like the word carbon. The government is reconsidering its…
Protests such as the Occupy movements are no longer considered fringe as consumer resistance goes mainstream. AAP

The anti-shopping movement goes mainstream

Traditionally, the work of marketers has been to encourage the shopper to buy. For decades, marketers have focused on understanding, segmenting, or empirically dissecting a product or brand’s existing…
What if there were an algorithm that could guarantee marketing success? Hanga Girl

How to make a YouTube viral video smash – the ingredients

Creating a 30 second YouTube movie that goes viral is the holy grail of marketing. So how is it done? Ensuring the success of a viral-produced movie is still largely hit-and-miss. Some of the more well-known…
Qantas will now have to work very hard to persuade people to trust their brand again. AAP

We’re hopping mad now, so how will Qantas win us back?

In 2011, brand is everything in the corporate world. While the rest of the business operations are considered a cost, marketing makes money. And central to so much of modern marketing is the brand, built…
Doctors’ wining and dining by drug companies distort prescribing patterns and may influence them to recommend less-than-ideal drugs. PhillipC/Flickr

It’s not you, it’s the patients: why doctors should tell drug firms it’s over

This week Radio National’s Background Briefing looks at how pharmaceutical companies market their products to doctors. The program is presented by Ray Moynihan, an award-winning journalist, columnist at…
Marketing in the 2011 New Zealand Rugby World Cup will be different to previous years. Flickr/Sandy Austin

Selling the Rugby World Cup

RUGBY WORLD CUP – As the All Blacks and the Wallabies prepare for Sunday’s semi-final showdown, Deakin University’s Adam Karg discusses how to make money from the competition. The Rugby World Cup has returned…
The emerging field of neuromarketing exploits the gap between what we say and what we think. Flickr/DierkSchaefer

Our brains, our wallets - the field of neuromarketing

How do we choose? Consumers imagine themselves as rational decision-makers, able to weigh up the relative costs and benefits of decisions to arrive at reasoned choices. Yet, a growing body of research…
Kevin Rudd used to manage his brand well, but was toppled after an advertising campaign against him. AAP/YouTube

Democracy is dead, long live political marketing

MEDIA & DEMOCRACY: Today, Andrew Hughes looks at how voters have become consumers of political marketing, as part of The Conversation’s week-long series on how the media influences the way our representatives…
Celebrities may inspire and help advertise products, but they have no place in politics. AAP Image/Paul Miller

Forget the fantasy politics – advertising is no substitute for debate

*MEDIA & DEMOCRACY: Today, The Conversation launches a week-long series, looking at how the media influences the way our representatives develop policy. Robin Canniford explains why advertising spin…
Can political debates be won with a chequebook instead of politicians’ backing? AAP

Hearts and minds: how industry ad campaigns work

The mining industry, led by the Minerals Council of Australia, has written to members asking for funds to under take a new advertising campaign to attack the carbon tax. In his letter to members, Minerals…
Despite bleak predictions, bricks-and-mortar retail does have a future. AAP

Colorado takes a hike, but retail’s not going anywhere

The news that clothing and footwear chain Colorado is to close its doors will no doubt be greeted as further proof of bricks-and-mortar retail’s imminent extinction. Coupled with Small Business Minister…

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