Honda, GM try offbeat new service pitches
Article Abstract:
General Motors (GM) Canada and Honda Canada are airing new TV spots with refreshing, off-beat creative angles, focused at pushing their existing customers into their service centers. Instead of showing the typical scenario where customers are amazed by fast service, GM borrowed a page from the film, The Full Monty. The first of its three spots show a mechanic stripping to the sound of Marvin Gaye. Honda's spot on the other hand, shows a goofy looking beast made of the parts of various animals and was developed by Ambrose Carr Linton Carroll of Toronto, Canada.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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When two brands aren't better than one
Article Abstract:
Major automakers in Canada with the exception of General Motors Corp are abandoning a strategy of having two vehicles compete within the same category. Most marketing and automotive industry observers believe that General Motors' adherence to what is, at best, an outdated strategy, is largely the reason why its market share has steadily declined since the 1980s. Having more models and brands may give consumers more choices, but it frequently confuses them.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Finding the right promotional fit
Article Abstract:
Levi Strauss and Co took advantage of the trend toward casual clothing in Canada when it initiated a marketing campaign in 1998 to promote its Levi's and Dockers brands in the country. The campaign involved mass-media advertisements for both brands. The ads were created by ad agency Harrod and Mirlin/FCB. Levi's also teamed up with MuchMusic Network to accomplish its other marketing objective of associating the brands with music.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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