IBM launches first-ever DRTV ads
Article Abstract:
IBM Canada has launced a direct-response TV campaign geared towards making customers purchase its products through a toll-free number and reassure buyes that they are buying genuine IBM products rather than generic ones. Don Myles, VP of Personal Systems Group at IBM Canada, said the company resorted to the medium since 30% of PCs sold in the US are coursed through 1-800 numbers, the Internet or directly through manufacturers. The TV spots are already being aired over Discovery Channel, History TV, Life Network and The Weather Network.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Exit the Phantom
Article Abstract:
Theater producer Livent Inc of Toronto, Ontario, was one of the biggest newspaper advertisers in major cities in Canada and the during its heyday in the late 1990s. The company used to spend some C$200,000 to C$300,000 a week per show during the leadership of impresario and Livent co-founder Garth Drabinsky. Livent, which spent aroud C$35 million on all advertising in 1997, is now in bankruptcy protection in Canada and in the US.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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Eyeing outdoor
Article Abstract:
Efforts undertaken by various out-of-home companies to determine the effectiveness of outdoor advertising are discussed.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2006
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