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All sorts of marketing to children is manipulative and unethical. The response should be straightforward: end all of it. Such prohibitions will not be without complications. There will be enforcement issues. But such complexities can be addressed. For the moment, let's get started. Let's send a strong message to corporate Canada.
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Current advertising and media trading platforms are designed to allow buyers ultimate flexibility. While this sounds like an effective strategy, users run into issues when these platforms inevitably fail to understand the brand's business model and therefore fail to provide true value. In the attempts to accommodate everyone, they accommodate no one, and audience discovery methods remain primitive at best.
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If you think that creativity will be safe from the automation of everything, you are wrong. It's not a question of "if" creativity and advertising will be automated, it is a question of "when." Whethe...
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It turns out that nobody knows what's what when it comes to the media anymore. Who do you trust for your news and media? Now, picture that media outlet. Which way does their news slant? Left? Right? H...
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Why should a double zero model get to strap on a baby-bump, as though it's a mere accessory like shoes or bracelets, and pose in a maternity clothing campaign?
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One thing is clear from this year's presidential race: Donald Trump has built an incredibly recognizable brand. He's stamped his name on so many things -- from buildings around the world to steaks for sale at The Sharper Image -- that some American voters associate him with wealth and success.
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Beer producers have often been on the forefront of marketing trends, finding edgy new ways of capturing the attention of drinkers and making sure their brand loyalty is strong. Even in the early days of advertising, beer brands were the ones responsible for pushing the envelope and finding new ways of engaging consumers.
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Creating diverse teams, at all levels of the organization, is necessary to do our best work. It allows us to be nimble, creates an environment for cutting-edge thinking and reflects the customers, clients and communities we serve. We've been talking about this for far too long, it's time to take ownership and it can start with these three easy steps.
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Canada's advertising watchdog says it upheld 242 complaints against 50 ads last year.
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There used be a great divide between the advertising and editorial departments of media outlets; they operated in separate silos and never the twain shall meet. But those days are gone. At the end of the day, the media is a business -- and it's a tough business. Revenues are drying up, falling year after year. It makes good business sense to leverage earned media opportunities with a paid advertising buy.
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CBC has boasted that 50 per cent of the cost of its TV services is paid for by advertising revenue. No more. In the year ending August 2015, CBC English TV ad revenue fell off a cliff and was barely $100 million, well under 20 per cent of TV revenues. Funding from taxpayers is now four times greater than ad revenues.
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Eating disorders don't care if you're male or female, under 10 years old or over 50 years old. They'll destroy anyone who's ripe for the picking. When I speak at school or to parents about body image, the issue of media manipulation always comes up and for good reason. We are definitely influenced by what we see and hear in our magazines and TV screens, but does the media CAUSE eating disorders? I say no.
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We're conditioned to act like we don't need sleep or weekends, only fleeting validation for that campaign that just hit market and a swig from the company whiskey bottle. I had never much subscribed to the notion of Toronto's permeating anxiety, however, until I returned from a much-needed trip over this past holiday break.
In most situations, measuring the return on investment (ROI) is the best way to determine marketing impact. However strictly relying on this metric limits innovation, growth and improvement that a mar...