Marketing



Conference paper

Detour from the Great Ocean Road: spreading visitor load in the region

This paper argues that overtourism is posing a threat to the Great Ocean Road and the surrounding environment, impacting the region’s ecosystems, infrastructure, culture and the livelihoods of local communities.
Report

Political marketing and management in the 2020 general election: key findings and advice for future practice

This report explores the use of political marketing and management during the COVID-19 pandemic and provides valuable insights into political marketing and management in practice.
Commentary

The Morrison playbook

The prime minister’s style has proved effective so far, but does it contain the seeds of its own failure?
Literature review

Changing community attitudes toward greater inclusion of people with disabilities

This report summarises the results of a rapid review of recent (2011–2016) literature on community and employer attitudes toward inclusion of people with disabilities. It also reviews key social marketing campaigns that aimed to improve attitudes toward inclusion of people with disabilities
Report

Direct messages received from wagering operators

This research examined the effects of ‘push marketing’ – direct promotional messages such as text messages, emails and phone calls – on wagering operators’ account-holders.
Report

Overbranded, underprotected

This report analyses how the current regulatory system fails in the objective to protect children from the marketing of unhealthy food and what needs to be done to improve the way the system works.
Report

Tobacco reforms literature review: final report

This research presents overwhelming global evidence that tobacco firms are developing new ways to get kids hooked on nicotine products and more needs to be done.
Survey

US public libraries: marketing and communications landscape

This report provides an overview of how US public libraries communicate to their users and the broader community. Results confirm that libraries do a lot with limited resources, there’s a focus on social media, and that efforts successfully increase community awareness about the library.
Discussion paper

Exporting coal myths: how a coal mine that destroyed a town now claims it will save one

The decade-long fight over the controversial Stage 3 expansion of the New Acland Coal (NAC) mine looks set to continue, with the Queensland Supreme Court disagreeing with an earlier Land Court decision that the mine should not be granted approval, a decision followed by the...
Report

Internet Competition Inquiry: report

Internet commerce currently accounts for only a small proportion of the Australian retail market but is growing rapidly. As a result of this growth, Australian businesses are experiencing increased competition from overseas firms using the internet to directly market to Australian consumers.
Report

B2b and b2c email marketing: insights for success in the inbox and beyond

A head-to-head comparison, between B2B and B2C email marketing organisations.
Report

Data-driven marketing practices: Australian industry participants survey results

Data-driven marketing practices: Australian industry participants’ survey results report comprises the results of a survey commissioned by the ACMA to examine current data-driven marketing practices and trends. Data-driven marketing and advertising includes any marketing communication that uses insights from data, including personal information, to determine...
Conference paper

Promoting the making self in the creative micro-economy

This paper reports upon very early findings from a three year ARC Discovery project exploring how online distribution is changing the environment for operating a creative micro-enterprise, with a specific focus on designer-makers. A key research question for the project is: what are the ‘self-making’...
Conference paper

The zombies of sleepy hollow: reimagining Geelong

This paper explores the Sleepy Hollow predicament and considers how the branding of Geelong might move beyond parody to better reflect its position as Victoria’s largest regional centre through an approach based on imageability, narrative, assets and investment.
Report

The tradeoff fallacy: how marketers are misrepresenting American consumers and opening them up to exploitation

New survey results indicate that marketers are misrepresenting a large majority of Americans by claiming that Americans give out information about themselves as a tradeoff for benefits they receive. To the contrary, the survey reveals most Americans do not believe that ‘data for discounts’ is...
Conference paper

Understanding the Australian organic food consumers

The average Australian expenditure on fresh fruits and vegetables is only about 0.1% per week of total food and non-alcoholic beverage expenditure. This has a current challenge towards a long-term sustainability of the organic farms and organisation. The aim of this paper is to segment...
Report

Answers to 5 key questions about email marketing in the New Zealand arts sector

Introduction Email marketing remains one of the most effective ways that arts organisations can communicate directly with their audiences.
Conference paper

Selling Newcastle to the World, or to Newcastle? A case study of the official and unofficial rebranding of Newcastle, NSW

Accompanying Newcastle's economic, social and physical changes have been various attempts to reshape Newcastle’s image, to overcome the city’s lingering association with crisis and decay. This paper provides a case study of two key players in this process, the official Brand Newcastle rebranding campaign and...
Thesis

Health-Related Social Marketing for Pacific Peoples in New Zealand: Are there Critical Success Factors?

Social marketing is increasingly being used in the health sector to achieve positive behaviour change. Pacific peoples are a key target audience for most social marketing efforts in New Zealand because of their poor health outcomes and differing conceptualisations of health. Despite this, there is...