Canada Advertising

It's Time for a Big Data Code of Ethics

Joseph Donia | Posted 03.25.2015 | Canada Business
Joseph Donia

At present, there is no one governing body that oversees data usage by marketers and media platforms. There are codes of ethics put out by the Canadian and American Marketing Associations, as well as individual ethical codes drafted by marketing research associations among others, but who is accountable to them?

What Story Is Your Business Telling?

Lisa Ostrikoff | Posted 03.05.2015 | Canada Business
Lisa Ostrikoff

The story of your business is a starting point that should never be underestimated. It needs to be an engaging tale to get your message across -- one ...

What Would You Like To See Women Recognized For?

Beverley Golden | Posted 02.26.2015 | Canada
Beverley Golden

As a writer, I rarely know exactly where my next article will come from. Writing primarily when inspired to, new pieces are a culmination of things I ...

How to Get Your Business Noticed at the Superbowl

Jeff Quipp | Posted 01.28.2015 | Canada Business
Jeff Quipp

With a reported record cost of $4.5 million rate for a 30-second spot in the U.S. and up to $200,000 in Canada, many companies don't have the budget to get their brand into the big game. That doesn't mean businesses won't get creative and try to intercept the spotlight during the mecca of the advertising calendar. Companies can attempt a field goal with the following three points to get noticed.

How Health Canada Failed to Uphold Its Own Pharmaceutical Ad Standards

Barbara Mintzes | Posted 03.28.2015 | Canada Politics
Barbara Mintzes

Although advertising of prescription medicines to the public is generally banned in Canada on public health grounds, shifts in administrative policy have allowed two types of ads since late 2000: "reminder" ads that mention a brand name, but make no health claims; and "help-seeking" ads that mention a condition, but do not state a brand or company name. We have identified six main weaknesses in how Health Canada regulates this advertising.

How To Score a Real-Time Marketing Touchdown

Carlos de Torres | Posted 03.22.2015 | Canada
Carlos de Torres

With the way consumers take in big events like the Super Bowl, real-time marketing should be a consideration for all marketers when it comes to the overall strategy. Traditional advertising undoubtedly plays a role in what consumers will take in, but big events have come to mean eyes on many screens.

This Shift From Christmas Giving to Getting Boxing Day Deals

Carlos de Torres | Posted 02.22.2015 | Canada Business
Carlos de Torres

As the chill sets in the air for the foreseeable future, it's clear that it's that time of year again -- holiday shopping season. With holiday shopping in the rear view, many consumers are likely to have shifted their purchasing attention to finding deals for themselves.

5 Brand Communication Strategies for the Holidays

Nick Cowling | Posted 02.08.2015 | Canada Business
Nick Cowling

Just as the lights, the decorations, and the overall glow of the season offer a breath of fresh air against the dull weather outside. So too do our favourite brands -- if they make an effort to stick out.

Companies Must Act Responsibly When Using the Power of Suggestion

Nick Cowling | Posted 01.19.2015 | Canada Business
Nick Cowling

Since trust plays a big factor in listening to what we're being told, corporations have the responsibility to provide messages that are both accurate and in the best interests of their audiences. Time and time again, however, we see the power of suggestion being used in a misguided and sometimes even destructive way.

How 'Organic' Viral Videos Are Really Created

Jeff Quipp | Posted 01.07.2015 | Canada
Jeff Quipp

A variety of paid, earned and owned media tactics are employed to boost awareness. But, it's paid promotion that really gets the ball rolling. After the right influencers are on board, and with paid ads running to promote the video, people start (ideally) taking notice.

"The Shape We're In": Is the Sun Setting on 'Big Food's' Glory Days?

Bill Bogart | Posted 01.04.2015 | Canada Living
Bill Bogart

Sales of sugary cereals are declining, purchases of soft drinks have been sagging for some time. Of course, much more needs to change but these and other shifts are causing grumbling in the boardrooms of Junk Food Inc.

It's Official: Canadian Businesses Choose Digital Over All Other Ads

Lisa Ostrikoff | Posted 12.05.2014 | Canada Business
Lisa Ostrikoff

It's taken two decades, but the time has finally arrived: Canadian advertisers now spend more on digital than they do on print, radio and television advertising, according to a recent report from IAB Canada.

WATCH: The Challenge Of The Expression Economy

Posted 09.22.2014 | Canada Business

Ron Tite, CEO of The Tite Group has a unique perspective on how technology is changing the marketplace. "One thing that is absolutely critical for ...

Advertising Through Smart Technologies -- How to Be Intelligent Without Being Intrusive

Carlos de Torres | Posted 11.09.2014 | Canada Business
Carlos de Torres

The key to smart and successful marketing is finding the right time and the right experiences to engage. In fact, today's smart technologies can do a lot to reduce information overload -- countering Orwellian fears some might have about machines that know so much about us.

How To Get Millennials To Pay Attention To Your Product

Rob Henderson | Posted 10.28.2014 | Canada
Rob Henderson

To put it simply, cars have changed dramatically over the last century, but marketers are still doing the same old thing: using the 'one colour approach' in an attempt to draw in an audience whose wants and needs differ vastly from their predecessors.

Not For Sale: My Values

Jason Najum | Posted 10.13.2014 | Canada
Jason Najum

I was hot-stepping downtown the other day, headphones pumping, feeling good after a little gym workout. And this stopped me dead in my tracks. ...

Keep Health Warnings Off Junk Food

Michel Kelly-Gagnon | Posted 10.05.2014 | Canada Business
Michel Kelly-Gagnon

The tendency for governments to increasingly regulate the advertising industry, whether in the name of consumer protection or for health concerns, is already on full throttle. After cigarette packs, don't be surprised if sooner or later you see plain bags of chips on the shelves of convenience stores, or plain-packaged chocolate bars. Politicians stand on a steep, slippery slope that could lead to private property and intellectual property violations, and destruction of brands. The economic consequences should be weighted carefully. And such policies backed by solid empirical data, not merely good intentions.

Why We Should Measure Success by Social Good

Joseph Ottorino | Posted 10.01.2014 | Canada Living
Joseph Ottorino

Your brand has an audience you've worked hard to cultivate, but part of that includes those who are the most connected to your company: your employees. They're already working together to achieve your businesses goals and are passionate about the company succeeding. You should look to find ways to give your team a chance to become involved in something bigger.

Bad Sex Doesn't Sell Porn -- Or Fashion (NSFW)

Erika Lust | Posted 09.20.2014 | Canada
Erika Lust

Abercrombie & Fitch has been peddling billboards of apparently-naked men for decades and it seemed to work okay. American Apparel shocked and titillated with its early campaigns: using sex appeal to sell such sundry basics as t-shirts and socks. My theory? BAD sex doesn't sell. And this is one similarity between the porn and fashion industries.

Want to Understand the Modern Man? Forget Gender Roles

Carlos de Torres | Posted 09.08.2014 | Canada Living
Carlos de Torres

In the world we are living in today, the modern man is complex and if we cannot make the effort to understand them then how will we ever start to get there? Is it just about selling product, or can advertising now be a tool for which we guide lifestyles? Can we show the modern man that he can share on social, that he can be a stay-at-home father and that he can evolve his role?

Jack Astor's New Sexist Ad Proves They Really Are Asses

Toula Drimonis | Posted 09.02.2014 | Canada Living
Toula Drimonis

"Our patios are like national parks. Huge and filled with cougars." This is Jack Astor's latest brilliant burst of marketing genius. Cougar: An older woman who frequents clubs in order to score with a much younger man. Now here's the term for older men who date younger women for casual sex. They're called... men. The term 'cougar' is so derogatory, ageist and sexist, it baffles me that some women use with it pride. Jack Astor's logo is an ass. As in a donkey's ass. I've never felt any which way about the company, but after today, I feel like that logo suits them perfectly.

Achieving Student Loyalty -- What Would Don Draper Do?

Rob Henderson | Posted 07.29.2014 | Canada Business
Rob Henderson

After I watched the season seven finale of Mad Men, I opened my laptop and stared at our latest yconic research on student loyalty. With the finale st...

People Without Educational Expertise Shouldn't Draft Educational Policy

DeSmog Canada | Posted 06.07.2014 | Canada
DeSmog Canada

The answer seems to be found in that old abysmal gap between policy-makers and practitioners. Why is anyone without educational expertise drafting educational policy? The actual question of who decides upon curriculum is nothing new: even the role and qualifications of teachers in this process is a contested matter.

How Intrusive Can 'Acceptable' Online Advertising Be?

Lucy Leiderman | Posted 06.03.2014 | Canada
Lucy Leiderman

Facebook has also used 'sponsored' stories, allowing advertisers to opt-in to generating ads with real people profiles (a face and a name) endorsing the ad. On March 18, 2014, however, Facebook eliminated the fact that this is a choice -- from now on, all ads may be delivered as sponsored stories.

WATCH: Every Ad Cliché Rolled Into 1 Hilarious Video

The Huffington Post Alberta | Posted 03.27.2014 | Canada Alberta

What do you get when you take a poem containing almost every business cliché and pair it with stock footage? You get a hilarious ad titled, "This ...