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Advertising and the Content Industry - The Coca-Cola Case |
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Attempts to dictate their rules to the media has become a common practice among marketers and the advertising industry. Similar as in the  Chrysler case, where the company demanded that magazines give advance notice about controversial articles, recent attempts to put pressure on content providers have been pursued by the Coca-Cola Company.
According to a memo published by the New York Post, Coca-Cola demands a free ad from any publication that publishes a Coke ad adjacent to stories on religion, politics, disease, sex, food, drugs, environmental issues, health, or stories that employ vulgar language. "Inappropriate editorial matter" will result in the publisher being liable for a "full make good," said the memo by Coke advertising agency McCann-Erickson. Asked about this practice, a Coke spokes person said the policy has long been in effect.
(Source: Odwyerpr.com: Coke Dictates nearby Editorial.  http://www.odwyerpr.com)
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McCann Erickson
Alfred W. Erickson founded the advertising agency McCann Erickson in 1902. In1913 McCann opened a San Francisco office and a Detroit office that moved to Cleveland in 1915. With operations in 127 countries, McCann reaches across the globe and continues to expand its capabilities through start-up units and acquisitions. McCann has recently added creative resources in the local, pan-regional and global arenas and also extended its expertise in specialized marketing categories, such as business-to-business and high-tech communications.
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