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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...

Ads in quality editorial environments are more effective

Research from the UK confirms that digital news media provides a more effective environment for advertising given the premium editorial context. Neuroscience research measured brain...

Ad recall stronger in premium news media: research

Advertisements placed in so-called 'premium' news media have a higher rate of recall among consumers, a new study finds. Newsworks UK and the Association for...

Baby Boomers are undervalued by marketers, research finds

Baby Boomers, one of Canada’s largest demographic groups, account for a large share of consumer spending.  Although Millennials get most of the attention these...