Performance Advertisers and Paid Search in Australia

The concept of a “performance” advertiser encompasses many subcategories of advertisers, but they all share a common theme: they are only interested in paying for provable results. They have no interest in paying extra for nebulous “branding” effects, and are likely to make purchasing decisions based on who is able to deliver the highest “conversion rate”, and lowest effective CPA …

Multicultural Marketing in Australia: Synergy in Diversity

Australia’s multi-cultural society presents challenges and opportunities for marketers. This paper presents a framework for analysing multicultural marketing in terms of the interrelations among three types of factors i.e. the multicultural marketplace in Australia, international markets and the multi-cultural resources that exist in Australia. We argue that Australia’s cultural diversity, as well as that of other multicultural societies, is a …

How to business brand name advertising in Australia ?

  Brand advertising is about communicating a complex range of messages about products, services, and identity to consumers[i]. Through these messages, advertisers hope to form an identity that finds common ground with consumers. If consumers are able to identify with the key values a brand represents, they are much more likely to develop a sense of brand commitment. Beyond communicating …