FOR THE RECORDÉ

Sears Canada and The Gaylord Group have signed a deal to use the retailer's catalogues as a new couponing vehicle.The Gaylord Group has set up a special division within the company to market Adserts in the catalogues.Philip Beder, account executive at...

Sears Canada and The Gaylord Group have signed a deal to use the retailer’s catalogues as a new couponing vehicle.

The Gaylord Group has set up a special division within the company to market Adserts in the catalogues.

Philip Beder, account executive at Gaylord, said in an interview Adserts get around opposition to unsolicited mail by having the coupons go only to proven Sears Canada shoppers.

Beder says the value of the coupons varies, but could be as high as $20.

The first Adserts will be stitched into Sears Canada’s fall catalogue out in July. The company has catalogues that come out nine times a year, each of them with a distribution of 3.6 million.

è Anyone holding an International Aviation Transport Association airline ticket issued by a Canadian travel agent will see Budget Rent-a-Car ads on the inside and the back cover of the tickets.

John Duncan, president of Media Enterprises in Toronto, which has the Canadian rights to iata ticket advertising in Toronto, says the car rental firm was so pleased with response to its first ads it decided to re-sign for an entire year.

Mark Pearce, director of marketing at Budget, says ads on tickets is a cost-effective method of reaching travel agents and consumers.

Cost of advertising on the tickets is $19,265 net a month for a minimum of three months.