Abstracts » Business, international

Global Quebec takes on CFCF at 6 p.m

Article Abstract:

Global Quebec takes on market leader CFCF's "Pulse News" with the decision to move its local suppertime newscast from 5:30 p.m. to 6 p.m. beginning in the fall of 1998. One of the reason for the move is because Global Quebec has just purchased the station's own microwave truck and live transmission equipment. It was gutsy for Global Quebec to take CFCF on the 6 p.m. slot, but the move makes sense because 5:30 is too early for most people residing in Montreal, Canada, according to Maria Spensieri, vice president, media director at Allard & Associes in Montreal.

Media Planning/Goals, Article, Global Quebec

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The story at Ryan & Deslauriers

Article Abstract:

Ryan and Deslauriers develops an ad campaign by telling a story around a brand. The Mont Tremblant, Quebec-based ad agency used its story-telling style to develop a promotion for the 60th anniversary of Seagram's Crown Royal whisky brand. Partners David Harris, Tom Pedriks and Michel Voyer used this style to develop promotions for such clients as Franz Klammer Lodge, the Montreal Alouettes, Bombardier, Hyatt Vacation Club and Intrawest.

Advertising Agencies, Ryan and Deslauriers

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Canal D adapts to commercial realities

Article Abstract:

Canal D, a French specialty television channel, increased its viewership market share from 1.6% to 2.2% just about a year after introducing advertising for the first time. The channel, which started airing in Jan 1995, shows mostly documentaries and some classic films and television series in French. Its advertisers include Hydro-Quebec, Clearnet Inc, Daewoo Corp and B.F. Goodrich Co.

Marketing procedures, Canal D

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