The claim people buy on price is a myth, and in the latest in a series about consumer psychology Ashton Bishop and Gary Wilkinson look at how retailers can make the most of this.
Consumers don’t make rational decisions based on price and marketers need to stop pretending they do.
There is a common refrain amongst marketers in some categories that consumers buy on price. What nonsense. Price by itself is meaningless, and please slap the next marketer who trots out that excuse for why they are losing in their category.
Amid the media storm around the public broadcaster Michelle Grattan, in this crosspost from the Conversation argues the ABC's critics are on a crusade. Mark Scott has come under fire for his decision to co-publish NSA leaked documents with The Guardian. AAP/Alan PorrittThe ABC and its managing director Mark Scott are caught in a perfect storm.
With a burgeoning number of review sites and astroturfing appearing online, Miki Clarke looks at how brands can you make sure genuine reviewers get cut-through in search.
As children we’re told if we don’t have anything nice to say, don’t say anything at all. But in this social media world in which we now live, the opposite seems to apply.
We have witnessed exponential growth in search terms with review suffixes, not only in Australia but in the US and UK as well. This is not surprising in the land of electronics, travel accommodation and restaurants, but it is also happening for online dating sites and even dog food.
It has been a month since the News of the World phone hacking trial started in London and in this cross-posting from The Conversation UK director of undergraduate studies for journalism at Cardiff University John Jewell looks at what has come out so far. When Justice John Saunders opened what has been called the “trial of the century” he told the jury: “In a way, not only are the defendants on trial, but British justice is on trial.”
To say the defendants in the case are prominent in the world of journalism would be an understatement of gigantic proportions.
As more brands look to storytelling and content channels like blogs to get their messages across Lorraine Murphy says they should look to work with bloggers for the best results.
“Sponsorship” suggests whacking a logo on some content (be that an event, a TV show or a blog post) and that’s the extent of the relationship between the owner of the content and the brand in question.
The days of brands badging a logo and call-to-action on a blog post are gone. The space has moved on and successful content now calls for a co-creation approach with bloggers.
Amid the masses of journalism redundancies La Trobe University associate professor Lawrie Zion, looks at the question of what happens to those who take redundancy.
You’ve probably heard the news: the Australian media is experiencing the most serious contraction in its history.
Dear Chris,Our agency recently lost a client or two and I was given the difficult choice of taking a demotion or leaving the agency. I opted for the former but am struggling to adjust to my lesser position. Any tips on how to take the step down gracefully?
For the last year, we've been publishing a weekly tablet app. Mumbrella and Encore content director Tim Burrowes explains why today's will be the last.
The thing about failure is that people don’t usually like talking about it.
Indeed, I’m feeling somewhat rueful writing this.
But having shared the story of our journey with Encore so far, you’re entitled to hear about the bits that don’t work too.
With today's news the Mail Online is set to launch an Australian arm, Alex Hayes looks at what it means for the local media scene.
We could be about to see one of the most exciting periods for Australian journalism there has ever been. But, first, I have one question for you. How much is your house worth?
With a string of Aussie TV formats being remade overseas, Brooke Hemphill finds out how local production companies can get in on the act and whether there’s actually any money to be made in a feature that first appeared in Encore.
When Joe Connor and Renegade Films began shopping the concept for a quirky TV series about a talking dog around Australian networks, they were met with blank stares. Based on a short made for the Tropfest film competition titled Wilfred, the idea failed to generate much support. Connor says: “Everyone said it would never be anything more than a short film.”
With Netflix tipped to launch in Australia in 2014, Professor David Marshall from Deakin University looks at what this might mean for the Australian TV market and consumers.
Australians rejoice: Netflix is rethinking its avoidance of Australia, according to media reports, and could launch here as soon as next year.
What is native advertising? In a feature that first appeared in Encore, Miranda Ward cuts through the confusion to nail down a definition for the latest trend taking online by storm.
When online publisher The Sound Alliance hired what it claimed to be “Australia’s first native advertising editor” in September this year, it marked a turning point for an emerging form of advertising that still baffles many in the industry.
In his monthly Encore column, STW's Chris Savage answers your career and agency questions. Hi Chris,I recently jumped ship and joined a rival agency and it’s fair to say my reputation precedes me. I suppose you could say I made a name for myself as a hard taskmaster but I’ve done a lot of work in recent years to soften my approach. How can I get my new team to see I’m not the bastard they think I am?
Yesterday UM boss Mat Baxter said the media industry should stop apologising for long hours. Mumbrella's Tim Burrowes agrees.
Back in the day, in my first weeks working on a small daily newspaper, I was given a story to chase. A local family had had some sort of lottery win, and I was to have a chat to them.
Despite all sorts of efforts, I couldn't reach them, but found out they were appearing on breakfast television the next morning. So I set my alarm for 5.30am, rang the switchboard of the TV show and got put through to the makeup room, where they were happy to chat.
The next few years will see clients look to aggressively leverage the big data wave that is washing over all areas of business says Chris Walton, who argues the changes will see some prosper, others disappear and new data savvy entrants arrive in the market.
Australian Mining ad banned for Olympics ambushing marketing breach
Meares in banned ad
BHP Billiton branding in the ad
An ad for Australian Mining has landed in hot water with the Olympic Committee for breaching rules on ambush marketing.
The ad features Olympic cyclist Anna Meares wearing clothing branded by her sponsor BHP Billiton – a rival to official Olympic sponsor Rio Tinto.
The ad, which has run on TV as well as online, has been taken down by the mining lobby group.
Update: The video has been set to private on YouTube by Australian Mining.
An Olympics Committee spokesman told Mumbrella that the ad also breached Olympics rules for featuring branding from Toyota, which is also not an Olympic sponsor.
I tried to view the video here and it says its private!?
Dan
12 Jul 12
12:01 pm
School boy errors.
Mike
12 Jul 12
12:24 pm
What happened to the concept of the “free market”?
What happened to corporate leaders with enough backbone to defy IOC totalitarianism?
What happened to business people with the ticker to tell the Olympic Committee to stick it up their arse?
If everyone embraces – and as a group enforces – the free market, the IOCs of this world are screwed. Markets become more dynamic and more profitable for more players.
If the Olympic sponsorships value is reduced as a result, nobody cares except the IOC and their gravy-train. Maybe it’s time for a “Marketing Spring” uprising.
Ben #2
12 Jul 12
12:28 pm
Isn’t Rio Tinto part of Australian Mining (Minerals Council)?
Mike what are you on about!! Its a slippery slope you suggest, something akin to Optus TV, devaluing IP across the board. Perhaps we could go the way of the Music industry, they’ve been going well in the “free market”. Granted some events like Olympics etc have pretty draconian IP rules, but its as a result of “clever people” always looking for ways to undermine value.
And Ben, they sure are, someone fell asleep at the wheel and let the agencies have their “lets push the rules” fun.
Olympic fan
12 Jul 12
12:58 pm
As far as I was aware the Olympic blackout period for protected sponsors didn’t commence until 16 July. BHP are clear to have personal endorsements and use athletes images until this time…
The blackout period for non-sponsors trading on Olympic association (either directly or via competing athletes) starts on 16th July and ends 15th Aug. For this 31 day period the Official Sponsors of The Games are afforded the protection any major event sponsor is given for their significant financial investment. The rules have been in place since 1984 and hundreds of brands and agencies have operated within them for this time. Every 4 years we get a few examples like this tossed around by the media to whip up a frenzy. The facts are pretty simple. If not for AOC sponsor funding, up to half the Australian team would have been left at home this year. A fair window of exclusivity is surely not too much to ask in return for allowing us to send the very best of our athletes to compete on this global stage?
The claim people buy on price is a myth, and in the latest in a series about consumer psychology Ashton Bishop and Gary Wilkinson look at how retailers can make the most of this.
Consumers don’t make rational decisions based on price and marketers need to stop pretending they do.
There is a common refrain amongst marketers in some categories that consumers buy on price. What nonsense. Price by itself is meaningless, and please slap the next marketer who trots out that excuse for why they are losing in their category.
Amid the media storm around the public broadcaster Michelle Grattan, in this crosspost from the Conversation argues the ABC's critics are on a crusade.
With a burgeoning number of review sites and astroturfing appearing online, Miki Clarke looks at how brands can you make sure genuine reviewers get cut-through in search.
As children we’re told if we don’t have anything nice to say, don’t say anything at all. But in this social media world in which we now live, the opposite seems to apply.
We have witnessed exponential growth in search terms with review suffixes, not only in Australia but in the US and UK as well. This is not surprising in the land of electronics, travel accommodation and restaurants, but it is also happening for online dating sites and even dog food.
It has been a month since the News of the World phone hacking trial started in London and in this cross-posting from The Conversation UK director of undergraduate studies for journalism at Cardiff University John Jewell looks at what has come out so far.
When Justice John Saunders opened what has been called the “trial of the century” he told the jury: “In a way, not only are the defendants on trial, but British justice is on trial.”
To say the defendants in the case are prominent in the world of journalism would be an understatement of gigantic proportions.
As more brands look to storytelling and content channels like blogs to get their messages across Lorraine Murphy says they should look to work with bloggers for the best results. “Sponsorship” suggests whacking a logo on some content (be that an event, a TV show or a blog post) and that’s the extent of the relationship between the owner of the content and the brand in question. The days of brands badging a logo and call-to-action on a blog post are gone. The space has moved on and successful content now calls for a co-creation approach with bloggers.
Amid the masses of journalism redundancies La Trobe University associate professor Lawrie Zion, looks at the question of what happens to those who take redundancy.
You’ve probably heard the news: the Australian media is experiencing the most serious contraction in its history.
Dear Chris,
Our agency recently lost a client or two and I was given the difficult choice of taking a demotion or leaving the agency. I opted for the former but am struggling to adjust to my lesser position. Any tips on how to take the step down gracefully?
For the last year, we've been publishing a weekly tablet app. Mumbrella and Encore content director Tim Burrowes explains why today's will be the last.
The thing about failure is that people don’t usually like talking about it.
Indeed, I’m feeling somewhat rueful writing this.
But having shared the story of our journey with Encore so far, you’re entitled to hear about the bits that don’t work too.
With a string of Aussie TV formats being remade overseas, Brooke Hemphill finds out how local production companies can get in on the act and whether there’s actually any money to be made in a feature that first appeared in Encore.
When Joe Connor and Renegade Films began shopping the concept for a quirky TV series about a talking dog around Australian networks, they were met with blank stares. Based on a short made for the Tropfest film competition titled Wilfred, the idea failed to generate much support. Connor says: “Everyone said it would never be anything more than a short film.”
With Netflix tipped to launch in Australia in 2014, Professor David Marshall from Deakin University looks at what this might mean for the Australian TV market and consumers.
Australians rejoice: Netflix is rethinking its avoidance of Australia, according to media reports, and could launch here as soon as next year.
What is native advertising? In a feature that first appeared in Encore, Miranda Ward cuts through the confusion to nail down a definition for the latest trend taking online by storm.
When online publisher The Sound Alliance hired what it claimed to be “Australia’s first native advertising editor” in September this year, it marked a turning point for an emerging form of advertising that still baffles many in the industry.
The next few years will see clients look to aggressively leverage the big data wave that is washing over all areas of business says Chris Walton, who argues the changes will see some prosper, others disappear and new data savvy entrants arrive in the market.
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Comments
12 Jul 12
11:41 am
I tried to view the video here and it says its private!?
12 Jul 12
12:01 pm
School boy errors.
12 Jul 12
12:24 pm
What happened to the concept of the “free market”?
What happened to corporate leaders with enough backbone to defy IOC totalitarianism?
What happened to business people with the ticker to tell the Olympic Committee to stick it up their arse?
If everyone embraces – and as a group enforces – the free market, the IOCs of this world are screwed. Markets become more dynamic and more profitable for more players.
If the Olympic sponsorships value is reduced as a result, nobody cares except the IOC and their gravy-train. Maybe it’s time for a “Marketing Spring” uprising.
12 Jul 12
12:28 pm
Isn’t Rio Tinto part of Australian Mining (Minerals Council)?
http://www.minerals.org.au/cor....._directors
12 Jul 12
12:49 pm
Mike what are you on about!! Its a slippery slope you suggest, something akin to Optus TV, devaluing IP across the board. Perhaps we could go the way of the Music industry, they’ve been going well in the “free market”. Granted some events like Olympics etc have pretty draconian IP rules, but its as a result of “clever people” always looking for ways to undermine value.
And Ben, they sure are, someone fell asleep at the wheel and let the agencies have their “lets push the rules” fun.
12 Jul 12
12:58 pm
As far as I was aware the Olympic blackout period for protected sponsors didn’t commence until 16 July. BHP are clear to have personal endorsements and use athletes images until this time…
12 Jul 12
12:59 pm
The blackout period for non-sponsors trading on Olympic association (either directly or via competing athletes) starts on 16th July and ends 15th Aug. For this 31 day period the Official Sponsors of The Games are afforded the protection any major event sponsor is given for their significant financial investment. The rules have been in place since 1984 and hundreds of brands and agencies have operated within them for this time. Every 4 years we get a few examples like this tossed around by the media to whip up a frenzy. The facts are pretty simple. If not for AOC sponsor funding, up to half the Australian team would have been left at home this year. A fair window of exclusivity is surely not too much to ask in return for allowing us to send the very best of our athletes to compete on this global stage?
13 Jul 12
10:28 am
Want to see this ad then go to the movies, I went last night and this ad is still be played there