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Crisis in the media: Desjardins is rethinking its advertising strategy

Faced with the crisis that is hitting all media, Mouvement Desjardins does not intend to stand idly by. The cooperative recently reviewed some aspects...

Despite low level of trust, federal government favours social media advertising

On January 31, 2019 the federal government released the 2017/2018 Annual Report on Government of Canada Advertising Activities.  This report includes information on ad expenditures,...

Canada expected to outperform global advertising spend forecast

In 2017 the total advertising spending from major reported media accounted for $13.6 billion, based on the annual Net Advertising Volumes report. Internet advertising continues...

Frequency in newspaper advertising matters

In order to effectively advertise a brand's message, advertisers need to reach consumers multiple times to build familiarity. This is called 'frequency'. Determining the right...

TV ad spend down despite high consumption: study

TV isn’t getting the praise it deserves, according to Warc’s most recently Global Ad Trends, which shows TV’s reach as being close to 100%...

Canadians want government advertising in newspapers, research shows

News Media Canada recently asked Canadians which media they think are the most appropriate for advertising about federal, provincial and municipal/regional government programs and...

Google and Facebook continue to dominate the Canadian digital advertising market

Facebook and Google combined account for an estimated 72% of the $5.5 billion Internet advertising market in Canada in 2016.  Internet advertising revenues continue...

How an integrated media campaign boosted sales with one car manufacturer

For Bob Redinger, president and general manager of Mississauga’s Ready Honda, maintaining the relevance of the company’s marketing efforts has always been top of...

Public access does not mean public notice

The government has an obligation to inform Canadians about programs, services, policies and decisions.  Research proves that Canadians want to see government advertising like...

Baby Boomers prefer ‘the human touch’: research

Recent research from Mintel finds that Canadians still value traditional banking and the human touch.  Digital services and online banks cannot meet all the...