Knowledge@Australian School of Business

articles 1 to 10 of 68 more articles

thumbnail Hold That Tweet! Building Loyal Customers in the Information Age
While the digital age has changed the rules of marketing, experts at a recent Wharton conference suggest that the most effective outreach centres on personal connections rather than random tweets or texts. We have more data than ever before, but the overwhelming evidence is that customer loyalty is lower.
From: April 14, 2014 thumbnail Jolts, Slams and Three Stooges Antics: How Effective Are Violent Ads?
“TV ads are a dying medium, so advertisers are trying to push the boundaries to get attention,” says Wharton marketing professor Jonah Berger. “Often they go too far, but they are hoping to appeal to the short attention span that today’s web-trained consumers are left with. Advertisers are trying to get their content to go viral, so they misguidedly try to imitate the funny clips they see on YouTube. Violence is just a by-product of their attempts to be funny.”
From: March 10, 2014 thumbnail Brand Retaliation: How Smart Category Management Can Disrupt a Disrupter
When Australian wine label Yellow Tail took the budget end of the US bottled wine market by storm, the hardest hit among incumbent players was Beringer. Ashish Sinha, head of the school of marketing at the Australian School of Business, explains how Beringer mounted a three-pronged defence – including a counter-intuitive decision to increase prices – to topple Yellow Tail and achieve new profits. “The Beringer case shows that if you are being disrupted, it doesn’t mean you can’t do something about it – you do have ways to minimise the impact,” Sinha says.
From: November 11, 2013 thumbnail An Equation for Effective Ads: Connecting Emotions to Sales
The influence that emotions have on consumers – and whether it can spur sales gains – was the focus of a recent Wharton conference.
From: September 16, 2013 thumbnail Energy Efficient Products: Emphasise Value, not Values
New Wharton research shows that getting politically conservative consumers to adopt energy efficient products may be less about convincing them of the benefits of going green and more about showing them value that people of all political persuasions can appreciate.
From: September 16, 2013 thumbnail Interact and Engage: Social Media Marketing and the Future of Advertising
Technological progress is creating a new market reality in advertising with the emergence of a generation of engaged customers, says Liem Viet Ngo, from the Australian School of Business. Traditional television and print advertising is being increasingly supported – and sometimes replaced – by social media marketing and online campaigns where participation and sharing information are the norm. Are these new forms working? Ngo notes that measuring the return on investment of an online campaign remains a challenge for marketers, but one thing is clear: they should stop shouting and start listening. Industry experts suggest that trust is the new black.
From: May 21, 2013 thumbnail How 'The Road Not Taken' May Be Undermining Your Choices
Feeling satisfied with a decision isn't just about what you choose – it's also about how you choose it, according to recent research co-authored by Wharton professor Cassie Mogilner. In a series of experiments, Mogilner and her co-authors found that people who made a choice after seeing all of their options simultaneously were happier with the outcome than those who saw them one by one. The culprit behind this lack of satisfaction, they add, was "the imagined road not taken".
From: March 14, 2013 thumbnail The Hazards of Celebrity Endorsements in the Age of Twitter
In retrospect, the Chanel publicity team might admit that a perfume advertisement starring Brad Pitt in the throes of what seems to be an existential crisis is not exactly marketing gold. The commercial, shot in black and white, features Pitt – bearded and brooding – alone in a room. "It's not a journey," he intones, eyes downcast. "Every journey ends, but we go on. The world turns, and we turn with it. Plans disappear; dreams take over. But wherever I go, there you are: my luck, my fate, my fortune."
From: February 27, 2013 thumbnail Roll Up, Roll Up: There's No Business Like Festival Business
The hundreds of festivals staged in Australia every year generate significant revenue, not just for organisers and performers, but for the wider economy. They also play an important cultural role in bringing communities together. Discovering how successful festivals work and ways the experience can be improved – and with that profits – has become an exercise for academic minds. Australian School of Business lecturer Jenny (Jiyeon) Lee has been researching crowd loyalty and says that building social and emotional ties through shared experiences is a key factor. Festivals are applying modern event-design techniques to positively influence an audience’s motivation, participation and satisfaction. It's all about keeping the crowds coming back for more.
From: February 05, 2013 thumbnail Daniel Pink: Putting Your Best Pitch Forward in a Society of Salespeople
Daniel Pink likes to take an unexpected, if not completely contrarian, view of the universe. He carries a notebook with him at all times and jots down things he sees or hears that he might want to think about later.
From: January 31, 2013

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Knowledge@Australian School of Business