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CONTENTS
Vol 25 No. 11/12 I 2007 I MarketingMix
1
MarketingMix
201112542949
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31
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Expert Opinion:Lizelle Smit
Lizelle offers some expert tips foradvertising on radio ahead of theholiday season
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32
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Expert Opinion:Helen McIntee
Helen unpacks packaging and its rolein the marketing mix
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33
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Indian media
Marketing Mix 
gets a little closer tothe local Indian market, anddiscovers a gem
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38
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Business Media
New entrants into the businessmedia sector offer more niche targetmarkets and have forced everyone toup their game
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46
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Ethical marketing
Alison Tucker ponders what it meansto be an ethical marketer amidst theGreen revolution
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49
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Expert Opinion:Richard Mullins
Richard tells you how to maximiseyour e-mail marketing returns
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50
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Content Champions
We pick this year’s best contentproviders
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54
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Sales PromotionsCritique
Marketing Mix 
looks at some of thebest sales promos
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55
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Expert Opinion:Nici Stathacopoulos
Nici prompts direct marketers to JustDo It
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56
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Law Mix
Eugene Honey unpacks the risks andissues around licensing intellectualproperty
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02
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Book Review
Marketing Mix 
reviews
Quirkology 
(authored by Richard Wiseman), andfinds out about curious aspects oflife: how much of a role does one’shoroscope actually play? Or how canI tell if someone is lying to me?
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04
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Ed’s note
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06
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DMA
Find out about the Assegai awardscriteria and categories, and the newfounder members for the DMA
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08
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News
All the latest gossip in the wonderfulworld of the marketing mix
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16
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7 Day [B]itch
Discovery Magazine 
editor, andfreelance writer, Gus Silber tells uswhy he doesn’t like films aboutpirates
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17
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Expert Opinion:Richard Duncan
Richard examines the nature andimpact of change
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18
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Brand Anatomy
Marketing Mix 
gets to know Hummer
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20
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Townshipmarketing
Marketing Mix 
investigates what’shot and happening in the townships,and tells you how to get into thetownship markets
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28
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Footskating 101
Footskating 101
producer, RonnieApteker, chats about the trials andtribulations of marketing a local film
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30
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Expert Opinion:Michele Venter-Davies
Michele explores the school car parkdynamics, and the hullabaloo aroundmarketing to kids
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