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Article Abstract:

Consumer spending in Australia is on decline and interest rate uncertainty is contributing heavily to the declining consumer confidence. Given such a scenario, many companies would consider revising their advertising budgets - downward. According to a report by Bill Currie, director of John Singleton's STW Communications Group, the long-term damage from such a move far outweighs the short-term gains.

Australia, Commodity & service prices, Advertising, Executive changes & profiles, PRINTING AND PUBLISHING, Radio and Television Broadcasting, Advertising Activity, Venture Analysis, Officials and employees, Prices and rates, Mass media industry, Beliefs, opinions and attitudes, Business enterprises, Company pricing policy, Currie, Bill

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Mass marketing misses the mark

Article Abstract:

Procter & Gamble is deserting its traditional mass marketing method, i.e., the TV advertising medium, in favor of other marketing tools such as skywriting, direct mail, public relations etc. to market its products. The company attributes the recent 8% hike in sales to the methods of marketing adopted by it.

United States, Marketing procedures, Radio, TV, publisher representatives, TV Advertising, Media Representatives, Soap and Other Detergent Manufacturing, Soap, Cleaners, and Toilet Goods, Soaps & Detergents, Usage, Marketing, Television advertising, Procter & Gamble Co., Soap and cleaning agents industry, Cleaning agents industry, Company marketing practices

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