Canadian Advertising Industry Resources

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Canadian Advertising Industry Resources

• Wednesday, June 8, 2005
• Jo-Ann McQuillan
• Director of Information Communications

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What we will cover today

• Canada and Canadians
• Advertising in Canada
• Advertising information professionals
• Advertisers and ad agencies
• Advertising Standards
• Canadian advertising resources

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Oh Canada!

• Government of Canada (www.gc.ca)
• Canadian Marketing Pocket Book (ISBN
  1-84116-148-9 available through ICA or WARC)

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Canadians

• Statistics Canada Canadian Statistics
  (www40.statcan.ca/l01/cst01/)
• Statistics Canada Community Profiles
  (www12.statcan.ca/english/profil01/PlaceSearchForm
  1.cfm)
• Sex in the Snow
  (ISBN 0-670-87173-7)
• Fire and Ice (ISBN 0-14-301422-6)

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Advertising in Canada

• Global networks vs.. the independents
• Creative adaptation media placement
• The crisis of foreign creative

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Information Professionals 2001

• MacLaren McCann
• Leo Burnett
• J. Walter Thompson
• Young Rubicam
• HYPN (PHD)
• Publicis

• Cossette (Quebec)
• Quarry Integrated

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Information Professionals 2005

• Leo Burnett
• Young Rubicam
• Arnold Worldwide

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Challenges for Info Pros

• six time zones
• two official languages
• advertising in many languages
• scarce resources
• lack of community
• need to educate our new peers

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Canadian Advertisers

• Association of Canadian Advertisers (ACA)
  (www.aca-online.com)
• National List of Advertisers (Rogers Media ISSN
  0771577, 211.00, Order 1-800-265-3561)

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Advertising Agencies

• ICA Member List (www.ica-ad.com/members)
• Agencysearch.ca (www.agencysearch.ca)
• Strategis - Ad industry profile
  (http//strategis.ic.gc.ca/epic/internet/inas-sp.n
  sf/en/Home)
• Statistics Canada Annual Survey of Advertising
  Related Services (www.statcan.ca/cgi-bin/imdb/p2SV
  .pl?FunctiongetSurveySDDS2437langendbIMDBd
  bgfadm8dis2)

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Advertising Agencies

• Big Book (http//directories.marketingmag.ca/bigBo
  okSearch.do?taskdisplaySearch)
• Annual Agency Rankings, Breakouts Family Trees
  (www.marketingmag.ca/magazine/current/agency_repor
  t/article.jsp?content20050620_69163_69163)

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Did you know?

• The Province of Quebec does not permit
  advertising to kids
• No tobacco sponsorship of sports or cultural
  events is allowed
• Bilingual packaging is mandatory
• In Canada, it is illegal to advertise DTC pharma
  products

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(No Transcript)
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Ad Standards Canada (ASC)

• Canadian Code of Advertising Standards
  (www.adstandards.com/en/Standards/canCodeOfAdStand
  ards.asp)
• Gender Portrayal Guidelines (www.adstandards.com/e
  n/Standards/genderPortrayalGuidelines.asp)
• Broadcast Code for Advertising to Children
  (www.adstandards.com/en/clearance/clearanceAreas/b
  roadcastCodeForAdvertisingToChildren.asp)
• Advertising Complaints Report (www.adstandards.com
  /en/Standards/report.asp)

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Advertising Laws
(http//www.aca-online.com/publications/)
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Adspend Market Share

• Nielsen Media Research (www.nielsenmedia.ca)
• ZenithOptimedia (www.zenithoptimedia.com)
• WARC
  (www.warc.com)
• TVB
  (www.tvb.ca)

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Media Research

• Canadian Media Directors Council. Media Digest
  (www.cmdc.ca/mediadigest.html)
• Canadian Advertising Rates Data (CARD)
  (www.cardmedia.com)
• Ethnic Media Sources (www.cardmedia.com)
• Media in Canada (www.mediaincanada.com)
• Media Agency Rankings (www.marketingmag.ca)

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Market Research

• CAMRO PMRS MRIA
  (www.mria-arim.ca)
• Canadian Advertising Research Foundation
  (www.carf.ca)

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Polling

• Environics (http//erg.environics.net)
• Decima (www.decima.com)
• Ipsos Canada (www.ipsos.ca)
• Pollara (www.pollara.ca)
• Leger Marketing (www.legermarketing.com)

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Audience Measurement

• Print Measurement Bureau (www.pmb.ca)
• Bureau of Broadcast Measurement (www.bbm.ca)
• NADBank (www.nadbank.com)
• Combase (www.combase.ca)
• Canadian Outdoor Measurement Bureau (www.comb.org)

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Industry Awards

• Ace Awards (www.geocities.com/ace_award)
• Ad and Design Club (www.theadcc.ca/6_awards/6_0.ht
  ml)
• Ad Rodeo (Anvil Awards) (www.adrodeo.com)
• Applied Arts (http//appliedartsmag.com)
• BESSIES (www.tvb.ca/bessies.htm)

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Industry Awards

• CASSIES (www.cassies.ca)
• Crystals (www.rmb.ca)
• Digital Marketing Awards
  (www.marketingmag.ca, under events)
• Extras (www.prixextraawards.com)
• Gold Ribbon
  (www.cab-acr.ca, About the CAB - Awards)
• ICE Awards (www.iceawards.com)
• Le Coq D'or (www.pcm.qc.ca)

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Industry Awards

• Lotus (www.lotusawards.bc.ca)
• Maggies (www.wpa-online.org)
• Marketing Awards (www.marketingmag.ca, under
  events)
• Media Innovation Awards
  (www.marketingmag.ca, under events)
• Package Design Awards
  (www.marketingmag.ca, under events)
• PPAC Image Awards (www.promocan.com)

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Industry Awards

• Promo Awards (www.marketingmag.ca, under events)
• RSVP Awards (www.the-cma.org, under events)
• The Mobius (www.mobiusawards.com)
• TVB Retail Commercial Awards (www.tvb.ca/retailawa
  rds.htm)
• Grafika (www.infopresse.com/prixgrafika French)

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Magazines

• Marketing Magazine (www.marketingmag.ca)
• Strategy Magazine (www.strategymag.com)
• Playback Magazine (www.playbackmag.com)
• Blitz (www.blitzmagazine.com)
• Direct Marketing News (www.dmn.ca)
• Media in Canada (www.mediaincanada.com)
• Adnews (www.adnews.com)
• Pubzone (www.pubzone.com)

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French Magazines

• Infopresse (www.infopresse.com)
• AMPQ (www.ampq.com)
• Grafika (www.okgrafika.com)
• Grenier aux nouvelles (www.grenier.qc.ca)

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Industry Associations

• Institute of Communications Advertising
  (www.ica-ad.com)
• Association of Canadian Advertisers
  (www.aca-online.com)
• Canadian Marketing Association
  (www.the-cma.org)
• LAssociation des agences de publicité du Québec
  (AAPQ) (www.aapq.qc.ca)

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Industry Associations

• Radio Marketing Bureau (www.rmb.ca)
• Television Bureau of Canada (www.tvb.ca)
• Canadian Newspaper Association
  (www.cna-acj.ca)
• Internet Advertising Bureau (www.iabcanada.com)

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Industry Associations

• Magazines Canada (www.magazinescanada.ca)
• Promotions Canada (www.promotionscanada.com)
• Advertising Standards Canada (www.adstandards.com)
  
• Concerned Childrens Advertisers
  (www.cca-canada.com)

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Government Advertising

• Public Works Government Services Canada
  (www.pwgsc.gc.ca)
• MERX (www.merx.com)
• Gomery Commission (www.gomery.ca)

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Essential Publications

• Sex in the Snow (ISBN 0-670-87173-7)
• Fire and Ice (ISBN 0-14-301422-6)
• Excellence in Brand Communications
  (ISBN 0-9697881-9-3)
• Canadian Marketing Pocket Book (ISBN
  1-84116-148-9)
• ICA Publications (www.ica-ad.com/prefbooks/sub_mai
  n.html)
• ACA Publications (www.aca-online.com/Publications/
  )

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Essential Publications

• The Big Book (http//directories.marketingmag.ca/b
  igBookSearch.do?taskdisplaySearch)
• National List of Advertisers (Rogers Media ISSN
  0771577, 211.00, Order 1-800-265-3561)
• DM Sourcebook (www.dmn.ca/Directories/directories.
  htm)
• Media Digest (www.cmdc.ca/mediadigest.html)
• Infopresse Directories (www.infopresse.com)

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Archives

• Eloda (www.eloda.com)
• TVB (www.tvb.ca)
• RMB (www.rmb.ca)
• Nielsen SpotWatch (http//www.nielsenmedia.ca/Engl
  ish/services_en.html, description of service)

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Please feel free to contact me.

• Jmcquillan_at_ica-ad.com