Quebec's ad battle

Article Abstract:

La Releve Publicitaire, Quebec's advertising competition which pits a group of university students' creative talents against another, has grown to seven Quebec universities and is now being run by the Publicite-Club de Montreal. For 1998, the winning team is the Universite de Sherbrooke for a Hydro-Quebec campaign. Under the name Celsius Communication, the group prepared a detailed presentation document with a situation analysis to promote the utility's positive image. Moroever, the U de Sherbrooke team initiated a newspaper contest to create awareness and maximum exposure on a budget of $150,000.

Industry Market Data, Advertising, Advertising and Related Services, Campaign Launched, Advertising services

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TQS's tabloid strategy

Article Abstract:

Quebec, Canada-based Television Quatre Saisons (TQS) is relying on sex, blood and sports to improve its ranking among Quebec's networks. TQS, the No. 3 French-language network in Quebec, was saddled with C$150 million of debt and around C$1 million losses every month, including amortization, according to media analyst Benoit Dube of Montreal, Canada, brokerage company Canaccord Corp. To boost viewership, TQS came out with Catastrophes, a program about disasters, and Black-Out, the network's response to Jerry Springer.

Canada, Television Broadcasting, Media Planning/Goals, Marketing/Advertising Methods, TV Networks, Television networks, Television Quatre Saisons

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Taking on Tropicana

Article Abstract:

Lassonde Industries Inc is boosting marketing efforts in its home province of Quebec as it bids to become one of the major juice makers in North America. Aside from three contracts it signed with three chains in Massachusetts, Lassonde also reached an agreement with a Florida-based firm to supply apple juice and fruit drinks. Lassonde, which posted C$158 million in revenues in 1987, runs four plants in Quebec, one each in Ontario, Canada, and Nova Scotia, Canada.

Soft Drink Manufacturing, Fruit Drinks (Noncarbonated), Lassonde Industries Inc.

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