Category Archives: Marketing Strategy

It’s beginning to look a lot like Christmas

Santa Claus is coming to town Many people see marketing as a form of manipulation, particularly prevalent around events such as Christmas, Easter, Valentine’s Day, Mothers’ Day and Fathers’ Day. But the best kind of marketer knows that rather than … Continue reading

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Plain packs don’t drive smokers to buy cheap imports

Plain packaging has not driven smokers to buy cheap imports or illicit tobacco, or to favour discount retailers over corner stores, a study published today in the journal BMJ Open has found. This puts to bed claims by tobacco companies that … Continue reading

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Scarcity and hype: You’re only human

So, what do Hennes & Mauritz AB, Unique Clothing Warehouse, Krispy Kreme, New Year’s Eve, and the AFL Grand Final have in common? Scarcity. Well, at least for a short time. And a little bit of hype, plus some tribal … Continue reading

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Is this an advertisement for hair products or a political message?

There’s been a bit of a flurry on the internets  and in the media about this advertisement (below) from Pantene in the Philippines. Many have questioned whether this is an advertisement for a hair product, or something bigger – perhaps … Continue reading

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Ryanair – “it’s your fault”

If you’ve ever travelled Ryanair in the UK or Europe, you’ll understand why their unofficial motto is, “It’s your fault”. It seems that having created a market for budget travellers, with no service, let alone no frills, CEO Micheal O’Leary has … Continue reading

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Expanding our understanding of consumer vulnerability

This piece was co-written with Kathryn Chalmers Consumer vulnerability is often described in terms of consumer characteristics or demographics such as age, disability, gender, race/ethnicity, low or limited literacy, and level of education. In general, these measures are useful indicators … Continue reading

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Sport, drugs, organised crime and memories of scandals past

Despite the current “hoo-ha” arising from the ACC report into organised crime and drugs in sport, it is unlikely that lots of fans will stop supporting their sport. We are surprisingly poor judges of how a particular event will make … Continue reading

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