BASICS OFFICE PRODUCTS BEGINS FALL CAMPAIGN
By Adnews Staff
Basics Office Products Ltd. of Kitchener, ON is starting what it describes as its first selective, by program and market, national advertising campaign. Running from October to mid-November, the company's $5 million advertising program includes a fall television buy, the debut of Basics' new annual catalogue and a flyer program for its dealers. Basics operates a national chain of dealer owned and operated office supply stores. Television advertising will run in 20 markets in English and French. Using the tagline "Better get better...Better get Basics," the spots promote a variety of products on a rotating basis. According to the company, last year Basics bought its first national television ad campaign on network television to begin building awareness. "This year, we wanted to further support our dealers in their specific markets and direct our ads to those whom usually are responsible for ordering office supplies, adult women from ages 25 to 54," said Nineeta Drepaul, director of marketing for the company. Advertising for Basics is done by Thursby & Associates. Media is handled by Walker Media. Public relations are handled by Stark Communications. All of these firms are based in Toronto.