Ad spend soars for greeting cards
Article Abstract:
American Greetings Corp and Hallmark Cards Canada have increased their marketing budgets to gain a bigger share in an industry with almost no revenue growth. Both companies control more than 70% of Canada's greeting cards market. American Greetings, through its Canadian subsidiary, Carlton Cards Ltd, will invest more than C$10 million within three years in strategic branding position, consumer marketing and expanded customer support programs. On the other hand, Hallmark Cards has boosted its marketing budget to C$6 million for 2000, from C$1.68 million in 1999.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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Holiday ads take unexpected tack
Article Abstract:
Canada's retail store chains have surprisingly released television advertisements that deviate from the usual product-focused advertising aired during the Christmas holidays. For instance, T Eaton Company Ltd's 'Purse' ad does not carry the traditional commercial, gift-giving theme while Zellers Inc replaced its Zeddy Christmas ads with humorous television commercials. Retailers realized that this type of advertisement result in better product recall.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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