Drawing on a common bond
Article Abstract:
Hema-Quebec was formed in 1998 to assume responsibility of the management of Quebec's blood system from the Canadian Red Cross. Its primary function is to provide blood and blood products to Quebec hospitals. The agency has spent roughly $1.5 million on advertising and promotion since its inception in 1998, of which $1 million has been spent on purchasing media. Its advertising de-emphasizes the agency's name and logo in favor of themes that would create an emotional bond between blood donors and blood recipients.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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When the sky's the limit
Article Abstract:
Air Transat Inc's focus on the leisure travel market has enabled it to keep a precarious lead over its competitors, which includes Royal Aviation and Canada 3000. Moreover, the airline's adoption of vertical integration enabled it to be affiliated with retail travel agencies and suppliers of holiday-package tours. Aside from this, Air Transat has other brand recognition strategies, including event sponsorship and classified and outdoor advertising.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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Their cup runneth over
Article Abstract:
Beavertails, a fast food chain based in Montreal, Quebec, attributes strong sales, particularly of its MooZoo fruit drink brand, mainly to its marketing strategy. The key element in Beavertails' marketing is the unique way that it differentiates its products from those of the competition. The MooZoo brand, for example, is unique in its packaging and distribution as well as the product itself.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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