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Wasserman: No entrenched practices

Great advertising arrives unannounced, heritage adds nothing. A sparkling idea is an upstart, plucked seemingly from nowhere. No wonder there is a relentless search for the new, an obsession with the different.If there is a West Coast advertising mystique, it comes…

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Check out the targetted coupon

In direct mail, the rifle is replacing the shotgun.It is no longer enough to point and shoot, marketers have to aim.Same thing with coupons.It is no longer enough to dish them out left and right and hope they end up in…

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West buys a soft sell

In the last few years, there has been a lot of talk about standardization of advertising in the Canadian market based on the contention that differences between East and West are more a mattter of degree than direction.The focus, according to…

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`Break the rules’

The west has an attitude, no doubt about it.We‘re lean, we’re clean, and to ensure no rodents cross Alberta’s borders from the East, we have a Rat Patrol (no kidding.) It has been operating for decades and Alberta is officially rat-free.We

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LETTERS

LETTERS to the editor should be accompanied by a home and business telephone number so that they may be verified. The editor reserves the right to edit letters for brevity if necessary.IBM respondsA recent article appearing in your June 15 publication…

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Two pools draw fire, CAF says

Complaints to the Canadian Advertising Foundation were up considerably in 1991, says the organization in its complaints summary for last year.In 1991, complaints were up 33% over 1990 numbers, says the foundation, reversing a 1980s trend that had complaints showing a…

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Royal banks on seniors show

The royal Bank is sponsoring four days of concerts at Toronto’s Roy Thomson Hall by more than 800 senior performers.Beginning Aug. 17, the concerts will feature comedians, choirs, concert and dance bands, soloists and variety acts.Signed to appear are John Hollywood,…

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Duo forms new shop

Roger Mason and Rob Bowyer have opened a new agency that rewards hard work.The two principals combined 25 years’ experience and Bowyer Advertising and Mason Advertising to form BMA Advertising in Richmond Hill, Ont.The firm’s sales staff works as profit-sharing partners,…

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For the record…

Hostess Frito-Lay is expected to forge closer marketing ties with sister company Pepsi-Cola Canada now that PepsiCo Foods International is sole owner of the Canadian snack food company.On June 25, PepsiCo, which also owns Pepsi-Cola Canada, announced it had acquired the…

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Correction

In our June 29 issue, it was incorrectly stated that Thomas A. Moore, president of Toronto-based Procter & Gamble & regional vice-president Canada, had resigned his position to pursue other interests. In fact, Moore was named vice president-health care products, Procter…

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Maclean’s publisher Segal smart, tough

Brian Segal’s appointment as publisher of Maclean’s was a knuckleball of sorts.Pundits of every stripe swung at the news and missed. It was all rather like American League players trying to read a career National Leaguer who has been traded.Yet despite…

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FedEx launches trip promo

Toronto-based Federal Express has just launched a summer promotion, automatically giving customers who ship internationally the chance to win a prize draw in the fall.The prizes to be given away are: three trips for two to the Grand Lido in Negril,…

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Developers back unity

Land developer Cadillac Fairview has spearheaded a grassroots national unity campaign in which about 2.5 million ‘Friendship Cards’ are to be signed by ordinary Canadians across English Canada and mailed to households in Quebec.’Speak up for Canada – We Belong Together’…

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Editor returns to TL

The new editor of Toronto Life is a returnee to the fold after leaving one of the best city magazines on the continent in 1974.John Macfarlane, who was editor of Toronto Life from 1972-74, rejoins the magazine on July 27, leaving…

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Dell goes retail

After stunning the computer world with the success of its direct-order personal computer business, Dell Canada has quietly begun distributing through mass merchandise retailers.Last week, Richmond Hill, Ont.-based Dell introduced a new clone-buster pc line, Precision, to be sold through Price…