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Commercial TV: Mass-market Media vs Niche Media?

Less than a decade ago, television was seen as the ultimate mass market medium. For advertisers, a working rule-of-thumb was that one strategically placed prime-time television commercial could reach about 65 percent of the TV audience, while three such commercials could reach around 80 percent. As long as TV was the main media for reaching mass audiences, advertising rates remained high. Airtime on national TV was so costly that it remained beyond the means of all but those advertisers with very sizeable budgets.
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Distribution in China: The Rise and Fall of Daigou

Different countries develop different distribution channels, designed to meet the unique needs of local markets. In the early 2000s, China witnessed an emerging new form of distribution; the daigou (代购; from the Mandarin; literally “surrogate shopping” or “purchasing on behalf of”); a type of distribution broker. The daigou trade is an unusual example of a consumer-led distribution system that has grown rapidly within a few years.
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Price-Comparison Websites: Not All Are Created Equal

Without doubt, the Internet has contributed to many changes in the way consumers shop for products and services. Access to online shopping sites has provided consumers with considerably more information than ever before.
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New Product Innovation via Consumer Demand: The Curious Case of Kit-Kat Gold

For some companies, new product development is an infrequent process while for others, new product development is an activity that is at the heart of business operations. In the food and beverage industry, a common approach to new product development is the production of a “limited-edition” range of flavours. Limited-edition products can also be found in luxury goods such as cars, leather goods and fragrances. Click the title to continue...
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Three on Three Basketball: An Urban, Street Game Heads to the Olympics

If you live near a public basketball ring, whether in a public park or schoolyard, you’ve probably seen people playing three on three basketball (3X3 basketball). Perhaps you thought it was little more than a social game with few formal rules? In fact, the 3X3 format has been described as the world’s fastest growing urban sport. Click the title to continue...
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‘Look-alike’ targeting: the ‘darling’ of online marketers and advertisers

Look-alike targeting (also known as look-alike modelling) is a type of behavioural targeting used extensively in online environments. It is said to be one of the fastest growing areas in the IT industry. It has been described as the ‘darling’ of app-based marketers. Some marketing practitioners believe that every marketer needs an understanding of look-alike targeting. Click the title to continue...
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Social influencers: trustworthy sources or just another advertising medium?

Social influencers are a type of reference group. They are people who recommend or endorse products and services via social media, typically in return for a fee. Influencers may be defined as "normal people who are often connected to key roles of media outlets, consumer groups, industry associations or community tribes" and who have an above-average impact on a specific niche process. Click the title to continue...
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The Curated Shopping Experience

One of the hot new trends in shopping is the consumer’s desire for a “curated shopping experience”. Curated shopping refers to a process where a third party, typically someone with some level of expertise in a product category, carefully selects a limited number of brands to offer consumers. In other words, consumers are given a choice within a choice of carefully selected products or brands. Click the title to continue...
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Australia is getting more “pork on its fork”

Consumer preferences are constantly shifting and changing. Marketers must be alert to changes in consumer preferences and purchasing patterns. An understanding of the factors that are driving such changes also helps marketers to identify whether such changes are passing fads or long-term trends. Click the title to continue...
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Slow Retail Sales: The New Normal

Retail sales have been surprisingly soft over the past two years, with a drop in spending across most major categories - from clothing to casinos. The most recent data from the Australian Bureau of Statistics shows that retail sales across most retail categories are either stagnating or in decline. And, it’s not only retail sales that are falling, the retail traffic indicator, known as Shoppertrak, shows that foot traffic in Australian stores is also showing a long-term downward trend. One local retail commentator noted that slow retail sales is the “new normal”. Click the title to continue...
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Communicating Customer Value through Advertising, Public Relations, Personal Selling. Sales Promotion and Digital

With the entry of new media options in the early 2000s, traditional media (newspapers, magazines, TV and radio) lost some of its gloss. However recent evidence suggests that traditional media are finding their niche in a new media landscape. Click the title to continue...
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Franchising Woes: Is Australian Franchising at a Turning Point?

Franchising is a common form of contractual relationship. Australia has the highest per capita number of franchise outlets and it is the fastest growing form of retail in the land. Recent data indicates that Australia has 1160 franchising networks, accounting for 79,000 outlets which employ around 500,000 people. In spite of the popularity of US chains such as McDonalds, Hungry Jack’s and KFC, 86 percent of franchise networks in operation are home-grown. Click the title to continue...
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‘Discounting Madness’ in Retail

Times are tough for retailers. Retail sales (in dollar figures) have been flat for some time. The Reserve Bank of Australia has predicted that retail sales will perform below trend throughout the remainder of 2018 and into 2019. Click the title to continue...
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“Me-too” innovation

It has become conventional wisdom that companies which fail to innovate will eventually become moribund and eventually die. On the other hand, it is equally well-understood that new product innovation carries high risks and that many new product launches will fail. Click the title to continue...
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Repositioning a Retail Precinct: The Case of DFO

Direct Factory Outlets (DFO) is a Australian discount retail chain that began and 1997. DFO’s retail centres are often located in a warehouse with partitions separating the different retailers. Alternatively, they are purpose-built retail precincts in which each retailer is offered a separate building. Click the title to continue...
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Aldi Targets More Affluent Customers

Aldi, the German-owned discount supermarket chain has achieved remarkable success in penetrating the Australian market since it first launched in 2001. Aldi now has 508 stores, most of which are along the eastern seaboard. However, the chain has plans to for some 800 stores by 2024, and many of these will drive the chain’s push into WA and SA which have been under-serviced geographic markets. Click the title to continue...
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Customer Experiences are King: The Shift to an Experience Economy

Economists have been predicting that developed economies would shift to an experience economy for several decades. To experts, it seemed that this shift would represent a natural progression in a long-term structural shift which has taken us from an agrarian economy through to an industrial economy and ultimately to an experience economy. And, now recent research from reliable sources in the US and Australia, suggests that the experience economy has arrived. Click the title to continue...
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Understanding Gender Differences in Purchase Motivations

From time to time, manufacturers latch onto the notion that female consumers have different product needs or different purchase motivations than their male counterparts. This insight into the different behaviour of male and female consumers often drives initiatives to launch a new product targeted specifically at women. Yet, all too often “products for her” meet with public cynicism or alternatively, simply fail in the marketplace. Click the title to continue...
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The Social Environment: Changing Attitudes to Added Sugar in Food and Beverages

In April this year, a “groundbreaking tax” on sugary drinks came into force in the United Kingdom. In order to avoid paying the tax, a number of manufacturers including Ribena, Lucozade and Fanta, have changed their product formulations to reduce the amount of added sugar. However, the two giants, Coca-Cola and Pepsi, have not changed their product formulation at all, claiming that customers have told them that they like the product as it is. Click the title to continue...
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The ‘War on Waste’: Implications for Retailers

In 2017, the ABC television network produced a four-part documentary series entitled, the War on Waste, presented by the popular local comedian, Craig Reucassel (who is perhaps best known for his work on the satirical program, the Chaser’s War on Everything and the consumer rights TV program, the Checkout). Click the title to continue...
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