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Research Paper

Advertisements that elicit negative emotions (e.g., guilt) have been found effective in prompting socially desirable behaviors, such as making monetary donations to charity.

Research Paper

Using a split-ballot experiment with 940 respondents, this study compares the quality of data from an association grid with data gathered through a single ‘pick any’ list repeated for each brand on a new page in a web survey.

Article

This Company Profile from Euromonitor provides key details and analysis of Qantas Airways Ltd, the owner of brands such as Qantas holidays and Jetconnect.

Article

This article contends that in a wave of tech and media upheaval, short termism and shifting sands, planners should not waver from the fundamentally empathetic human-behaviour focus of the discipline.

Case Study

This case study describes how Scoot Airlines, a low-cost Singaporean carrier, optimised its social media usage and raised business results through a more scientific approach to social.

Research Paper

This study investigates whether it is the case that representativity is undermined if personal computer, tablet and smartphone respondents differ in socio-demographic characteristics and display different survey completion rates.

Case Study

This case study explains how Tourism Northern Territory, a government body, increased visitor numbers to the Northern Territory (NT) in Australia by reframing the area as a place you 'do' rather than 'go' or 'see'.

Research Paper

The level-free version of the Forced-Choice Binary measure of brand benefit beliefs was introduced in a recent article in IJMR (Dolnicar et al.

Research Paper

Social media enable advertising agencies to engage directly with the public by participating in - and observing - real conversations.

Case Study

This case study explains how Bundy Rum, an alcohol brand owned by Diageo, created a limited edition bottle to help the Australian town of Bundaberg, the brand's ancestral home that had been damaged by floods.

News

SYDNEY: Australia has become the third country after the US and UK where ads will appear in the feeds of Instagram users, the photo-sharing social network has announced.

Research Paper

This paper looks into the public launch and promotion of the Queensland Plan, a 30 year vision for the Australian state that was unveiled in 2013.

Article

This event report looks at how a CIO worked closely with his CMO colleague to develop Tourism Australia's digital marketing, effectively repositioning IT as an enabler for marketing.

Case Study

This case study describes a campaign by Tourism New Zealand, the government organisation, which encouraged Australians to holiday there by reframing its closeness.

Research Paper

This paper investigates the mechanism under which attitude formation takes place in corporate co-branding in the context of sport sponsorship.

Case Study

This case study describes how a social media competition was used to promote Australia as a tourist destination to people in Singapore.

Research Paper

Market segmentation lies ‘at the heart of successful marketing’ (McDonald 2010), yet market segmentation solutions are not trivial to interpret, especially if consumers are segmented using post hoc or a posteriori or data-driven segmentation, where several consumer characteristics are analysed simultaneously to identify or construct market segments.

Research Paper

How do respondents use the Don’t know answer option in surveys? We investigate this question in the context of brand image measurement, using an experimental design with about 2,000 respondents and, for the first time, considering a range of commonly used answer formats.

Case Study

This case study describes an SEO campaign by Kuoni, the luxury holidays company based in the UK, which sought to increase organic traffic to the website whilst reducing budget by 5%.

Case Study

This case study describes the renewed approach of the United Nations (UN), the international government organisation, to promote World Humanitarian Day (WHD) through social media in Australia.

Case Study

This case study describes an advertising campaign in Australia by Christchurch & Canterbury Tourism, New Zealand, to attract visitors back to Christchurch following an earthquake in 2011.

Article

Marketing Week 2012, held in the South Australian capital of Adelaide, was tied to the theme of change, with many presenters advocating the importance of staying relevant.

Research Paper

This paper outlines the political opinion poll conducted in Fiji by Australian international policy think-tank, the Lowy Institute.

Article

This analysis of the Cannes Creative Effectiveness Lions 2012 highlights key trends in campaign objectives, media budgets, channels used and brand types, with particular focus on what separated the winners and shortlist from the other entrants.

Article

Two sessions at the 2012 Asian Marketing Effectiveness Festival put many of the assumptions brands and agencies make about marketing communications under the spotlight.