Start them up

Article Abstract:

Mazda Canada attributes the success of its four-door Protege compact automobile to first-time Canadian buyers. Protege was Canada's ninth best- selling car in 1999 after breaking its own sales records. Firs-time buyers, people in their twenties, now make up the largest portion of Protege buyers. Mazda is relying on its graduate rebate program, where recent college and university graduates can be reimbursed $750 on Mazda vehicles, in wooing first-time buyers.

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Saturn sets a virtual scene: Why the Internet stars in the Ion's integrated launch campaign

Article Abstract:

Saturn Canada launched an advertising campaign for its Saturn ION, which includes mini-movies on the Internet. Saturn Canada considers the Internet as a primary medium, because consumers use the World Wide Web to gain information before purchasing products.

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Star! channel pushes for more splash

Article Abstract:

Chum Ltd has launched promo ads to pressure Rogers and Shaw to puts its Star! entertainment channel on analog broadcast. The company has been running ads on its radio and TV holdings as well as print ads in Tribute since the summer of 1999. In addition, Chum has signed deals with movie studios for promo tie-ins. While Chum is attempting to put its Star! channel on analog, marketers such as McDonald's, Gap and Procter and Gamble are capitalizing on low ad rate.

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