A Comparison of US and Canadian Consumers

Barry Watson

PMB Print Measurement Bureau, which supplies national readership and product usage data in Canada, has produced The Canada/USA Report to highlight data comparisons between the two countries.

A Comparison of U.S. and Canadian Consumers

Stephen FerleyPMB Print Measurement BureauTony LeaCompusearch Micromarketing Data and Systems andBarry WatsonEnvironics Research Group

INTRODUCTION

The pressure to 'globalize' exists for virtually all companies involved in the marketing, advertising, and media industries in the late 1990s, and it may well increase even more as we move into the 21st century. While globalization pressures affect different companies and different products or brands in different ways, the trend to global marketing appears to be inescapable. However, it is often difficult to locate research data on which to base the...

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