The Bank of Montreal, Quebec, found their key marketing indicators had been falling for five years by the end of 2000. The bank examined their market and determined that the approaches used in bank advertising in English Canada did not appeal to Quebecois due to a difference in culture. Armed with this information a new campaign was designed that was simple, warmer, and friendlier than anything the bank had previously tried. They found people related to the ads in the campaign, which ran from Ap...

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4.1.1 Identify market segments & target customers

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