Abstracts » Business, general

Hearts and Minds

Article Abstract:

Critics commented severely when National Bank of Australia planned to sponsor the 2006 common wealth games. They were of the opinion that investment in its brand marketing would be a better option. But the bank on its part has resorted to what it terms as 'emotional marketing,' through this sponsorship. Marketers believe that this kind of marketing definitely helps build customer loyalty.

Commercial Banks, Marketing procedures, Financial management, Banking industry, Company investment, Investments, Company marketing practices, Customer relations

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Spend and hope

Article Abstract:

Some tips to help the Australian stock exchange to gain some sponsorships and marketing programs, are given. If a company decides to go ahead anyway, it needs to recognize that it will not be able to determine the return on its investment.

Analysis, Return on investment, Rate of return, Investment management

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Purple reign

Article Abstract:

Australian companies and marketers need to create remarkable brands and strategies that get noticed and get people talking. Seth Godin offers various ideas for creating purple cow brands and marketing strategies.

Evaluation, Brand identity

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