Marketing

Disney Plans $250-Million Promo Push

In celebration of the 100-year anniversary of company founder Walt Disney's birth, Walt Disney World is pulling out all the advertising stops with a $250-million campaign. Disney's major corporate partners--McDonald's, Coca-Cola, Kellogg, American Express, and Hallmark Cards--will all contribute paid media to counter sagging attendance at the four Florida Disney parks. Advertising Age reports, "As with most of Disney's big marketing efforts, all its companies are synergistically involved, including the ABC Television Network, which will air a documentary on Walt Disney...."

Study on News Coverage & Advertising

By understanding the interaction between news coverage and advertising on consumer perceptions, large companies hope to develop more effective and less costly communications plans. This report takes some first steps toward understanding that relationship. This paper is based upon research conducted in the late 1990's by AT&T's Public Relations research department.

Product Placement Replacing Old-Fashioned Ads

The old 30 and 60 second ads we know and love may be obsolete in the future, thanks to the miracle of product placement. We've all seen lingering, seductive shots of consumer products in movies...and in the future, "you probably won't know where the commercial stops and the programs begin," says Bob Kuperman, President of New York ad agency TBWA.

Grass Roots Seeded by Drugmaker

"Showing all the signs of a thriving grass-roots movement, a host of new health-care groups are drawing attention to the perils of a contagious, sometimes lethal virus called hepatitis C," writes Robert O'Harrow. "But contrary to appearances, these coalitions are not spontaneous gatherings of concerned citizens. They are instead a key part of a carefully orchestrated marketing campaign funded by Schering-Plough Corp. to sell the primary therapy for hepatitis C, Rebetron, which costs $18,000 a year." Several members of the Hepatitis C Coalition are on the payroll of the Shandwick PR firm.

Cokeheads In Our Schools

Greenbrier high school senior, Mike Cameron was suspended from school for wearing a Pepsi shirt at a Coke Day rally at his school. The Coke Day rally, dreamed up by the school's student government, was part of a marketing contest that offered $10,000 to the high school that does the best job of distributing Coca-Cola coupons. At Greenbrier, students were encouraged to dress in Coke's red and white and lined up to spell out the word "COKE" while more than a dozen of the company's executives looked on.

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