A clustered randomised trial examining the effect of social marketing and community mobilisation on the age of uptake and levels of alcohol consumption by Australian adolescents

Introduction
Throughout the world, alcohol consumption is common among adolescents. Adolescent alcohol use and misuse have prognostic significance for several adverse long-term outcomes, including alcohol problems, alcohol dependence, school disengagement and illicit drug use. The aim of this study was to evaluate whether randomisation to a community mobilisation and social marketing intervention reduces the proportion of adolescents who initiate alcohol use before the Australian legal age of 18, and the frequency and amount of underage adolescent alcohol consumption.
Method and analysis
The study comprises 14 communities matched with 14 non-contiguous communities on socioeconomic status (SES), location and size. One of each pair was randomly allocated to the intervention. Baseline levels of adolescent alcohol use were estimated through school surveys initiated in 2006 (N=8500). Community mobilisation and social marketing interventions were initiated in 2011 to reduce underage alcohol supply and demand. The setting is communities in three Australian states (Victoria, Queensland and Western Australia). Students (N=2576) will complete school surveys in year 8 in 2013 (average age 12). Primary outcomes: (1) lifetime initiation and (2) monthly frequency of alcohol use. Reports of social marketing and family and community alcohol supply sources will also be assessed. Point estimates with 95% CIs will be compared for student alcohol use in intervention and control communities. Changes from 2006 to 2013 will be examined; multilevel modelling will assess whether random assignment of communities to the intervention reduced 2013 alcohol use, after accounting for community level differences. Analyses will also assess whether exposure to social marketing activities increased the intervention target of reducing alcohol supply by parents and community members.

Appropriate or appropriate? Strategic considerations when representing indigenous culture in communication design and branding

Appropriate, ethical, respectful depiction and referencing of Indigenous visual iconography has become an important issue around the world - especially when designers and their clients choose to visually represent national identity. This chapter for the book titled, agIdeas Research, Design for Business, highlights the need for governments, the private sector and the design community to show leadership in regard to appropriate representation and engagement with Indigenous knowledge. It is a sensitive area where guidance is needed to assist designers and their clients to engage appropriately with Indigenous culture when required.

Profiling for profit : a report on target marketing and profiling practices in the credit industry

This report examines how many businesses make significant investments to purchase and develop customer relationship management systems. Given such investments, information about these systems is not widely available, but some publicly available information gives indication of the extent, and purpose, of the use. Recognising that lenders use customer information and highly sophisticated systems to target their marketing strategies, is the first step towards ensuring that these practices are taken into account in the development of consumer policy and law reform. This research was funded by the consumer advisory panel of the Australian Securities and Investment Commission (ASIC).

An evaluation of the role of green marketing and a firm's internal practices for environmental sustainability

The management of a firm's green operations is increasingly important for marketing strategists. The purpose of this study is to investigate the cross-influences of green marketing strategy and the key internal green functional areas in a firm. We use the antecedents of marketing strategy and identify relationships between green marketing strategy and key supporting internal environmental operations of firms with respect to (1) green suppliers, (2) environmental resource management, (3) green research and development, and (4) environmental manufacturing processes and procedures. The statistical techniques of parallel analysis, factor analysis and multiple regressions are used to analyze data collected from 332 firms. The results identify that among the four functional areas of firms adopting green marketing strategy. Two are more likely to influence green marketing strategy – supplier selection and research and development. Implications are discussed. The findings contribute to the theory of green marketing strategy. Future research is recommended.

Social marketing and behaviour change : where to from here?

'This is essential reading for social marketing practitioners, researchers and students. the book describes a comprehensive range of behavior change theories of relevance to social marketing and is complemented with illustrative case ...

Book review: marketing and public relations for museums, galleries, cultural and heritage attractions

 The article reviews the book "Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions," by Ylva French and Sue Runyard.

Forensic marketing and consumer behaviour: admissibility of evidence

Purpose- The purpose of this paper is to explore the underlying aspects of Forensic Marketing and develop models that can be used in the forensic marketing analysis process. Thus providing support for the admissibility of marketing evidence in a court of law.Design/methodology/approach- A two stage approach used in this paper. The first stage involves a literature review identifying theories and the various constructs and variables leading to the formulation of two models firstly, for conducting forensic marketing analysis and secondly, to clarify the relationship of marketing issues to profitability of a product. The second stage involves examining court rulings in regards to the admissibility of marketing evidence.Contribution / implications-The contribution of this paper is towards the clarification and justification of the underlying constructs and variables in the forensic marketing analysis as evidence in determining economic loss.

An evaluation of the role of green marketing and a firm's internal practices for environmental sustainability

The management of a firm's green operations is increasingly important for marketing strategists. The purpose of this study is to investigate the cross-influences of green marketing strategy and the key internal green functional areas in a firm. We use the antecedents of marketing strategy and identify relationships between green marketing strategy and key supporting internal environmental operations of firms with respect to (1) green suppliers, (2) environmental resource management, (3) green research and development, and (4) environmental manufacturing processes and procedures. The statistical techniques of parallel analysis, factor analysis and multiple regressions are used to analyze data collected from 332 firms. The results identify that among the four functional areas of firms adopting green marketing strategy. Two are more likely to influence green marketing strategy – supplier selection and research and development. Implications are discussed. The findings contribute to the theory of green marketing strategy. Future research is recommended.

Content marketing and brand engagement on social media: a study of Facebook´s posts in the ecommerce industry in Brazil

Content marketing refers to marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. It is focused not on selling, but on communicating with customers and prospects. In today world´s, a trend has been seen in brands becoming publishers in order to keep up with their competition and more importantly to keep their base of fans and followers. Content Marketing is making companies to engage consumers by publishing engaging and value-filled content. This study aims to investigate if there is a link between brand engagement and Facebook Content Marketing practices in the e-commerce industry in Brazil. Based on the literature review, this study defines brand engagement on Facebook as the numbers of "likes" "comments" and "shares" that a company receives from its fans. These actions reflect the popularity of the brand post and leads to engagement. The author defines a scale where levels of Content Marketing practices are developed in order to analyze brand posts on Facebook of an ecommerce company in Brazil. The findings reveal that the most important criterion for the company is the one regarding the picture of the post, where it examines whether the photo content is appealing to the audience. Moreover, it was perceived that the higher the level of these criterion in a post, the greater the number of likes, comments and shares the post receives. The time when a post is published does not present a significant role in determining customer engagement and the most important factor within a publication is to reach the maximum level in the Content Marketing Scale.

International primary commodity marketing and Latin America

Includes bibliography