In 2011, the Canadian Dental Association and the provincial dental associations launched a joint national advertising campaign reinforcing the value of dental health care. The multimedia advertisements have been well-received, and now one of the campaign’s print ads will be included in a university-level marketing textbook.
Pearson Education will feature the ad by the Canadian Dental Association in its Consumer Behavior publication, as an excellent depiction of the “figure-and-ground” marketing technique.
(Source: J Can Dent Assoc 2011;77:b141)
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