No more yawns
Article Abstract:
Courier services in Canada have difficulty differentiating themselves from the competition because the business is an extremely low-interest consumer category. UPS adopted a new strategic position to alter public perception of the courier as a boring, traditional and old-fashioned company. It developed a series of television ads starring its own drivers as trusted, approachable, innovative, solutions-oriented and energetic individuals. Feedback indicates that the campaign is achieving success in altering existing consumer perceptions of UPS.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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The Nexus generation talks back
Article Abstract:
Thousands of companies spend millions of dollars on advertising each year. In 1999, a survey was conducted on which advertisements are making an impact with 8 million, 18-to-24-year-old Canadians who collectively control $104 billion in annual after-tax purchasing power, or the so- called Nexus generation. The survey found that four of the six 'least favorite ads' appear in the food category and three of five of the 'popular but cannot remember ads' are in the car category.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
User Contributions:
Comment about this article or add new information about this topic:
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