What larger than life means
Article Abstract:
Nike Canada's 'Whatever' campaign called 'N'importe quoi' in Quebec is running advertisements of a size and scope that have never before been seen in Canada. These ads include the transformation of the floors of Berri-UQAM station in Montreal, Quebec, into a basketball court, the erection of a climbing wall at the station and the posting of larger-than- life stickers of sprinting star Bruny Surin everywhere. Montreal's entire Metro transit system is ideal for what Nike calls its dominant-type advertising campaign.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Do-it-yourself buying
Article Abstract:
Major Canadian retail chains still prefer to do their media planning and buying despite the proven capability of independent media buying companies. Retail chains such as La Maison Simons and The Bay still prefer to do their media buying in-house because of the special orientation of their marketing campaigns. Department store executive Peter Simons said in-house media buying results in more control of the entire process, results in greater understanding of the target market and assures more quality control.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Underlying differences
Article Abstract:
Canada's diversity presents marketers with a number of opportunities so long as these opportunities are prudently exploited. Specialized ethnic target marketing carries pitfalls for which research groups have developed some strategies to avoid. These include bilingual surveys which recognize subcultures within an ethnic group, such as in the case of the Chinese, or the use of common cultural symbols and colors in advertising campaigns.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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