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Canada's changing family patterns, resulting from falling birth rates, smaller households and less spending of time together, are affecting the sales of goods and services. This report examines this rising trend and the challenges it presents to marketing.

The marketing campaign of Maple Leaf Poultry is discussed.

Telus Mobility, based in Toronto, Canada, has chosen to retain Clearnet Communications' fresh marketing strategy following its acquisition of Clearnet in fall 2000. With the appearance of Clearnet's new marketing campaign, Telus has put to rest speculation that it will totally consume the new company. Clearnet has been known for its simple and elegant advertisements developed by Rick Seifeddine in conjunction with Toronto- based Taxi Advertising and Design.

Custom publishing is gaining users among marketers in Canada and traditional publishers are moving in to this niche market. Custom publishing is primarily a marketing tool with return on investment expectations. Third party advertising lends credibility to custom publications.

Employee marketing, i.e. through employees who really value and staunchly support the companyEs brand, could prove a valuable tool for an organization towards strengthening a brand. The companies Campbell Company of Canada, AIM Trimark, and Westjet, which amply demonstrate the success of employee marketing, are profiled.

At the inaugural Best New Product 2004, held on the 1st of April, sixteen new products were the recognized for being the best innovations in food, personal care and household brands in Canada. Besides focusing on the six key factors for making an award winning new product, marketers should also pay attention to the crucial ome-tooo segment, constituting 31% of the population.

Aeroplan launched earlier as a frequent flyer program by Air Canada is being revamped and changed into a broad-based loyalty-management programme. The points collected may be redeemed elsewhere too as new partnerships takes place in a move to create a brand away from Air Canada. The move is more to do with driving repeat business and money, Especially after Air Canada filed for bankruptcy on 1st April.

Rethink Breast Cancer is a new kind of charity. It is a stylish brand aimed at media- savvy 18 to 34 year-olds who may be turned off by the traditional tug-at-your-heartstrings public service ads.

The author examines the long standing successes of the creative team at Ogilvy and Mather Worldwide Inc. Topics include long-running, successful commercials for Unilever Group and Timex Corp., awards for commercials and campaigns, and personal background of the two women.

A profile of Allan Gregg, owner of market research firm, The Strategic Counsel, is presented.

The author examines the marketing efforts to retain Toronto Dominion Bank custom loyalty following TD Canada Trust's acquisition. Topics include public relations, customer service, and the use of employee marketing.

Kraft Canada has emerged as a North american pacesetter in how to get truly close to customers by offering consumers simple food solutions.

National Post turned to tattoo direct + digital for infomercial types of advertising so it could boost subscriptions, but on a very limited budget. The format is also known as 'direct response television.' The paper is pleased with the creative concept. It's just too soon to tell whether it will do what's intended. Nevertheless, the paper is also running the spots on radio and then will consider direct mail.

Advertising regulation in Canada prohibits a company from mentioning both product by brand name and the disease it treats, but it can mention one of those. Pfizer and its agency, Taxi, were able to charm consumers with a series of 3 ads that mention only Viagra, not Pfizer, and not erectile dysfunction. Few, if any, other products could achieve that recognition with viewers.

The author examines the blend between creativity and technical knowledge needed to provide effective customer relationship management skills. Topics include in-house training, defining of necessary skills, and management skills.

An interim report on the federal regulation of genetically modified (GM) foods is calling for labeling standards, among other recommendations, for the largely unregulated category encompassing these and other so-called [...]