AGENCY HELPS CLIENT WIN AWARD
By Adnews Staff
Cable Atlantic of St. John's Nfld., says that some diligent research by Target Marketing & Communications Inc. of St. John's, Nfld. helped the cable company win an award at the recently held 1996 Canadian Cable Television Association Conference in Edmonton. Target used findings from its sister company, Market Insights, Inc., to discover that only 44% of sampled cable customers were positively predisposed to buying Canadian specialty channels, including Bravo!, Showcase and The Discovery Channel. The research also revealed, however, that the other 56% did find dramas and documentaries appealing. Target then decided to construct a campaign which highlighted appealing program categories rather than specific channels. The result was a 74% penetration rate for Cable Atlantic's specialty channel package, one of the highest in the country. The campaign ran during March and April of 1995 and used newspapers and radio in Newfoundland's major media centres.