Vying for Olympic souvenir gold
Article Abstract:
Sponsors in the 2000 Sydney Olympics have developed various marketing strategies to build awareness of their brands and their relationship with the Olympics. One strategy is by offering consumers some souvenir of the Games that connects the brand and the event together. For such premiums to be successful, four things are needed. These are: a quality product in keeping with the brand that it is linked with, a good fit for the target market, a strong value proposition, and an ability to build the brand and promote customer loyalty.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Business (class) as usual in airline ads
Article Abstract:
Canadian Airlines International Ltd's advertising campaign focuses on the business traveller. The television and print advertising program, which was created by Gee Jeffery and Partners, center on the comfort of doing business while aboard the plane. The spots show flight attendants catering to the needs of travellers. The focus on the business-class travellers is due to the fact that they account for around 40% of Canadian Airlines' revenues.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1999
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Sunoco adds fuel to loyalty card fire
Article Abstract:
Sunoco is launching an affinity card in Ontario, Canada, which will offer discounts to its natural gas customers. A 2% discount will be given to these customers when they buy gasoline from Sunoco. The company is promoting the affinity card to natural gas customers through direct mailings, POP advertisements and through its Web site. Consumers can also buy gasoline vouchers through the Web site, which include vouchers for car washes.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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