Disclaimer / Avis de non-responsabilité

Created in 2008 and funded by Cossette Communication Group, Canada’s largest strategic communication firm, the Communication Marketing Research Laboratory at the University of Ottawa addresses the effectiveness of communication, advertising and marketing in the context of new media and new advertising channels.

Phase one of this initiative examines traditional advertising to identify what constitutes effective (and ineffective) advertising in the different media: television, print, billboards, etc. More specifically, we look at the various parameters used to develop traditional advertising.

Phase two addresses advertising and communication in the 21st century in the broader context of multiple media and advertising vehicles and strives to understand the impact of new broadcasting platforms in the world of advertising and communication: Internet ads, social media, smartphones, etc.