Selling what doesn't exist yet

Article Abstract:

Qwest Communications International has succeeded in establishing a new brand in the 21st-century telecommunications industry through its 30- second 'Light Bulb' advertising campaign. The advertisement, which uses text and ethereal graphics and backed by US$40 million budget, is the first of three to five commercials for the company. According to Qwest Management Dir Andrew Muller, one factor in the success of the spot is the focus on its target audience, namely business users and high-end consumer technophiles.

Qwest Communications International Inc.

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The truly golden years

Article Abstract:

Shoppers Drug Mart launches an ad campaign addressing the health concerns of aging women.

Drug stores and proprietary stores, Pharmacies and Drug Stores, Drug Stores, Demographics, Campaign Themes, Drugstores, Shoppers Drug Mart Ltd.

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