Universities go student shopping in the States

Article Abstract:

Universities in Canada are asking students in the US to study in their campuses. These schools are motivated to use this strategy because of the higher revenue and enrollment produced. The colleges rely on direct mail techniques for their campaigns. Windsor News Services director John Carrington noted that there are 30 Americans who submitted applications in 1998. Carrington calculated that this is 30 more than who transferred in 1997. University of Guelph registrar Chuck Cunningham revealed that US universities like to use the direct marketing approach more.

United States, Marketing procedures, Colleges & Universities, Colleges, Universities, and Professional Schools, Research Findings, Marketing/Advertising Methods, Geographic, Corporate Images, Demographics, Positioning, Consumer Attitudes, Universities and colleges

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Branded books

Article Abstract:

Alpha Media, a division of Toronto, Canada-based publishing house Alpha Ventures Inc., creates and publishes non-fiction books under the trademark of well-known and respected organizations. To date, Alpha Media succeeded in convincing mutual fund giant Investors Group to lend its name and logo for a series of four books about financial planning called Managing Your Money. Through the $14.95 book, Investors Group hopes to reach wider audience at book superstores and strengthen its integrity with consumers.

Media Planning/Goals, Book Publishing, Book Publishers, Publishing industry, Alpha Media

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Media buying gets scientific

Article Abstract:

Media buying companies and some marketers have transformed media buying from an art to a science. The scientific trend, which originated in Europe and has migrated to Canada, uses research tools such as econometrics, a discipline usually used in finance and meterology. Leading Canadian media buying firms such as OMD Canada and M2 Universal Communications Management have shifted to research models developed in Europe to impress their clients.

Media Buying Agencies, Advertising Sales Services

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