Marketing

Trust Us, We're Paid TV Experts!

"The use of TV consumer experts is the latest way marketers have tried to disguise their promotions as real news," similar to magazine "'advertorials' designed to look like editorial features" and video news releases aired as TV reports. The stable of paid "experts" includes "Today" show tech-product reviewer Corey Greenberg, "trend and fashion expert" Katlean de Monchy, Popular Photography & Imaging magazine editor John Owens, and Child magazine tech editor James Oppenheim.

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Medialink Drives Auto Coverage

Under a new agreement, the video news release company Medialink Worldwide "will produce programs about auto-related topics for WheelsTV, a cable TV and Internet service devoted exclusively to consumers' interests in cars, trucks and motorcycles." Medialink's "sponsored and non-sponsored content" will start appearing on WheelsTV in June.

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Hospitals Seek Healthy Revenues

A study of newspaper ads for 17 top university medical centers found they "employ some of the same advertising techniques doctors often criticize drug companies for -- concealing risks and playing on fear, vanity and other emotions to attract patients." Of the 122 ads examined, 62% used emotional appeals and one-third "used slogans focusing on technology, fostering a misperception that high-tech medicine is always better." Twenty-one ads promoted specific services, including one proclaiming, "We do Boto

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Investing in "Ethical" Uranium

Mining giant BHP-Billiton's proposed acquisition of WMC Resources, a major uranium mining company, poses no problem for the global ethical investment fund Sustainable Asset Management (SAM). While some ethical funds avoid both BHP-Billiton shares, following the Ok Tedi environmental disaster in Papua New Guinea, and WMC shares, due to its uranium project, SAM holds both. SAM's research manager, Francis Grey, explained that while they don't agree with uranium or nuclear power, company projects owned before 1994 do not affect SAM's "ethical" rating system.

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McPositioning

A new round of global television advertisements developed for McDonald’s by the Leo Burnett advertising agency, Chicago columnist Lewis Lazare writes, are "pushing too hard to position itself as a health-conscious company, a claim that comes off a bit disingenuous." Across the Pacific, New Zealand Minister for Health and former dental nurse Annette King was busy dismissing the suggestion that having Ronald McDonald’s clown fa

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Take the Drug Money and Run

Two former Ogilvy & Mather marketing executives were found guilty of conspiracy and false claims, for inflating labor costs on a government account with the U.S. Office of National Drug Control Policy. The decision is "certain to prompt more questions among marketers about just how their ad agencies come up with prices and fees," wrote the Wall Street Journal.

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Shill to the Beat of the Drum

McDonald's and MTV Networks have partnered, in a bid by the fast-food giant "to reach young people without running advertisements." Instead of ads, a new "30-minute monthly programme called MTV Advance Warning" will "feature new musical talent combined with McDonald's advertising imagery." The program will run in the U.S., Latin America, Europe and Asia. The move comes as officials in the U.S.

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