Marketing convergence
Article Abstract:
Rogers AT and T Wireless, on Jan 17, 2000, introduced its new brand name with the launch of a 60-second television commercial that focuses on man's need to communicate. The first spot, which was shown on Feb 2, is about the saving grace of the interactivity of Rogers AT and T Wireless' devices. The next spot, which appeared on Feb 14, deals with the benefits of Rogers AT and T Wireless' affiliation with AT and T Corp and British Telecom. The last spot, which debuted on Feb 21, shows the strength of Rogers AT and T Wireless' national digital coverage.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Tapping into youth wireless market
Article Abstract:
Rogers AT and T Wireless in Mar 2001 introduced a marketing campaign for its iD Wireless brand that is specifically aimed at young consumers ages 14-24 in Canada. In avoiding to stereotype young people, the company's advertising agency, Gee Jeffery and Partners, created a campaign that comprises raw examples of self-expression in television, cinema, radio and outdoor advertisements. According to Rogers' youth segment leader Sara Moore, the consumers ages 14-24 account for around 17% of the Canadian population, and C$19 billion in spending.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2001
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Sunday is really is a special day
Article Abstract:
Sunday, formerly Mandarin Communications, adopted a different marketing strategy by building consumer awareness among young people in Hong Kong's mobile telephone market. The company's campaign involved at first, text- only posters in Hong Kong's mass-transit railway and later, television spots. The company got a substantial share of the market when it was offered six-month promotion of unlimited airtime for only HK$88 per month. By the end of 1997, Sunday had 80,000 subscribers.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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