Ad spend soars for greeting cards

Article Abstract:

American Greetings Corp and Hallmark Cards Canada have increased their marketing budgets to gain a bigger share in an industry with almost no revenue growth. Both companies control more than 70% of Canada's greeting cards market. American Greetings, through its Canadian subsidiary, Carlton Cards Ltd, will invest more than C$10 million within three years in strategic branding position, consumer marketing and expanded customer support programs. On the other hand, Hallmark Cards has boosted its marketing budget to C$6 million for 2000, from C$1.68 million in 1999.

Marketing procedures, Other Commercial Printing, Greeting Cards, American Greetings Corp.

---

Holiday ads take unexpected tack

Article Abstract:

Canada's retail store chains have surprisingly released television advertisements that deviate from the usual product-focused advertising aired during the Christmas holidays. For instance, T Eaton Company Ltd's 'Purse' ad does not carry the traditional commercial, gift-giving theme while Zellers Inc replaced its Zeddy Christmas ads with humorous television commercials. Retailers realized that this type of advertisement result in better product recall.

Retail Store Chains

---

Similar abstracts:

• Abstracts: DMA told to prepare for Web TV. Life, unplugged
• Abstracts: Hanwha and Kia Motors fail to sell assets, fueling fears. South Koreans go north and find mountain hiking, fines, detention
• Abstracts: CSBs revamped for younger demo. IBM's green thumb. Customers at centre of CIBC strategy
• Abstracts: Purolator taps into employee power. Nissan drives away with top RSVP. New ads dirty Sunlight brand image
• Abstracts: Canadian joins Oneworld alliance. Online sellers have Christmas dreams. Airlines use discounts to woo flyers

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.