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Strategic Marketing @strategicmarketing- IMM Journal of @StratMarketMag
Magazine magazine Strategic Marketing
Magazine

Masekela stars in video
campaign for Mercedes

DESPITE THE HIGH COST OF DATA AND Among the stars appearing is music
18-million South African consumers still legend Hugh Masekela.
being without smartphones, video is
increasingly being used by local brands Filmed in a reality/documentary
as a marketing tool and a way to tell style, the campaign takes a duo of
unique brand stories. unlikely characters and asks them
to travel in the GLS to an interesting
One of these is auto giant Mercedes- part of southern Africa. Within 48
Benz, which has produced a series of hours they also need to combine
five short local films to promote its GLS their talents to produce a one-of-
range of sport-utility vehicles (SUVs). a-kind creative work.

October 2016 – January 2017 strategicmarketing 7

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Mall Culture Informal Trading Battle of the
We love malls, but when do we have enough? Tapping into SA’s parallel economy clothing retailers

Liquor Grocery Sector Going Viral International newcomers take on the old guard
marketing • Fruit & Veg City How Suzelle
Brandy’s • Too little competition DIY did it
urgent need
to rebrand

Sensory Ad blocking Corporate
Marketing social
Sweet smell Don’t worry –
of success be inventive! investment
SA’s most
successful
CSI event

Special • Brand battles: Google vs Yahoo • Exhibitions industry feels the pinch • Disney’s Star Wars marketing machine • Why email is still a viable channel
Feature • Understanding programmatic buying • How logo shape impacts perception • Ivan Moroke on being media-agnostic • Predicting consumers’ buying preferences
SA franchising
weathers the
tough economy

• Out-of-home’s measurement breakthrough • Perils of the advertising pitch
• Using influencers to drive your strategy • Manipulating consumers is not marketing

Advertise in Strategic Marketing to reach top business executives, senior
and mid-level marketers, loyal subscribers, IMM Graduate School alumni
and current students – plus those working in related ?elds such as
advertising, media, market research, digital media and public relations.

TO ADVERTISE, CONTACT: Barbara Spence
Tel: 27 11 463 7940 | email: barbara@avenue.co.za