Advertising and the Content Industry - The Coca-Cola Case

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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The 19th Century: Machine-Assisted Manufacturing

Eli Whitney's proposal for a simplification and standardization of component parts marked a further milestone in the advance of the automation of work processes. In 1797 he suggested the manufacture of muskets with completely interchangeable parts. As opposed to the older method under which each gun was the individual product of a highly skilled gunsmith and each part hand-fitted, his method permitted large production runs of parts that were readily fitted to other parts without adjustment and could relatively easy be performed by machines.

By the middle of the 19th century the general concepts of division of labor, assembly of standardized parts and machine-assisted manufacture were well established. On both sides of the Atlantic large factories were in operation, which used specialized machines to improve costs, quality and quantity of their products.

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2000 A.D.

2000
Convergence of telephony, audiovisual technologies and computing

Digital technologies are used to combine previously separated communication and media systems such as telephony, audiovisual technologies and computing to new services and technologies, thus forming extensions of existing communication systems and resulting in fundamentally new communication systems. This is what is meant by today's new buzzwords "multimedia" and "convergence".

Classical dichotomies as the one of computing and telephony and traditional categorizations no longer apply, because these new services no longer fit traditional categories.

Convergence and Regulatory Institutions

Digital technology permits the integration of telecommunications with computing and audiovisual technologies. New services that extend existing communication systems emerge. The convergence of communication and media systems corresponds to a convergence of corporations. Recently, America Online, the world's largest online service provider, merged with Time Warner, the world's largest media corporation. For such corporations the classical approach to regulation - separate institutions regulate separate markets - is no longer appropriate, because the institutions' activities necessarily overlap. The current challenges posed to these institutions are not solely due to the convergence of communication and media systems made possible by digital technologies; they are also due to the liberalization and internationalization of the electronic communications sector. For regulation to be successful, new categorizations and supranational agreements are needed.
For further information on this issue see Natascha Just and Michael Latzer, The European Policy Response to Convergence with Special Consideration of Competition Policy and Market Power Control, http://www.soe.oeaw.ac.at/workpap.htm or http://www.soe.oeaw.ac.at/WP01JustLatzer.doc.

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ECHELON Main Stations

Location

Country

Target/Task

Relations

MORWENSTOW

UK

INTELSAT, Atlantic, Europe, Indian Ocean

NSA, GCHQ

SUGAR GROVE

USA

INTELSAT, Atlantic, North and South America

NSA

YAKIMA FIRING CENTER

USA

INTELSAT, Pacific

NSA

WAIHOPAI

NEW ZEALAND

INTELSAT, Pacific

NSA, GCSB

GERALDTON

AUSTRALIA

INTELSAT, Pacific

NSA, DSD

















MENWITH HILL

UK

Sat, Groundstation, Microwave(land based)

NSA, GCHQ

SHOAL BAY

AUSTRALIA

Indonesian Sat

NSA, DSD

LEITRIM

CANADA

Latin American Sat

NSA, CSE

BAD AIBLING

GERMANY

Sat, Groundstation

NSA

MISAWA

JAPAN

Sat

NSA

















PINE GAP

AUSTRALIA

Groundstation

CIA

















FORT MEADE

USA

Dictionary Processing

NSA Headquarters

WASHINGTON

USA

Dictionary Processing

NSA

OTTAWA

CANADA

Dictionary Processing

CSE

CHELTENHAM

UK

Dictionary Processing

GCHQ

CANBERRA

AUSTRALIA

Dictionary Processing

DSD

WELLINGTON

NEW ZEALAND

Dictionary Processing

GCSB Headquarters



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Cheltenham

Analysts at the Government Communications Headquarters in Cheltenham process the mass of intercepted satellite communications produced by their sophisticated interception system, especially from Morwenstow and Menwith Hill. At the headquarters personel use advanced computer hardware and the Dictionary system.

http://www.gchq.gov.uk/

http://www.gchq.gov.uk/
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Saddam Hussein

Saddam Hussein joined the revolutionary Baath party when he was a university student. In 1958 he had the head of Iraq, Abdul-Karim Qassim, killed. Since 1979 he has been President of Iraq. Under his reign Iraq fought a decade-long war with Iran. Because of his steady enmity with extreme Islamic leaders the West supported him first of all, until his army invaded Kuwait in August 1990, an incident that the USA led to the Gulf War. Since then many rumors about a coup d'état have been launched, but Saddam Hussein is still in unrestricted power.

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Coca-Cola Company

American corporation founded in 1892 and today engaged primarily in the manufacture and sale of syrup and concentrate for Coca-Cola, a sweetened, carbonated beverage that is a cultural institution in the United States and a symbol around the world of American tastes. The company also produces and sells other soft drinks and citrus beverages. Corporate headquarters are in Atlanta, Ga. The post-World War II years saw diversification in the packaging of Coca-Cola and also in the development or acquisition of new products. In 1946 the company purchased rights to the Fanta soft drink, previously developed in Germany. It introduced the lemon-lime drink Sprite in 1961 and the sugar-free cola Tab in 1963. By purchase of Minute Maid Corporation in 1960, it entered the citrus beverage market. In 1982 the company acquired a controlling interest in Columbia Pictures, a motion picture and entertainment company, but sold its interest to Sony Corporation in 1989.

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Yakima

YAKIMA, USA

Latitude: 46.592633, Longitude: -120.528908

The Yakima Research Station was established in the early 1970s inside the 100,000-hectare United States Army Yakima Firing Center, 200 kilometers south-east

of Seattle. The facility, located between the Saddle Mountains and Rattlesnake Hills, initially consisted of a long operations building and a single large dish pointing

west to enable collection against the Pacific Intelsat satellite. By 1995 the Yakima station had expanded to five dish antennae, three facing west to the Pacific and two, including the original large 1970s dish, facing east. In addition to the original operations building several newer buildings had been added, the largest a two-story windowless concrete structure. The Yakima station has been monitoring Pacific Intelsat communications since it opened, and also monitors the Pacific Ocean area Inmarsat-2 satellite.

Source: http://www.fas.org/irp/facility/yakima.htm

http://www.fas.org/irp/facility/yakima.htm
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Technological measures

As laid down in the proposed EU Directive on copyright and related rights in the information society technological measures mean "... any technology, device, or component that, in the normal course of its operations, is designed to prevent or inhibit the infringement of any copyright..." The U.S. DMCA (Digital Millennium Copyright Act) divides technological measures in two categories: 1) measures that prevent unauthorized access to a copyrighted work, and 2) measures that prevent unauthorized copying of a copyrighted work. Also the making or selling of devices or services that can be used to circumvent either category of technological measures is prohibited under certain circumstances in the DMCA. Furthermore the 1996 WIPO Copyright Treaty states that the "... contracting parties shall provide adequate legal protection and effective legal remedies against the circumvention of effective technological measures that are used by authors..."

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GCHQ

GCHQ is the British Government Communication Headquarters, which is in fact an electronic monitoring centre which intercepts communications using spy satellites, listening devices and code-cracking equipment. The 1994 Intelligence Services Act defines GCHQ's role in the post Cold War world. National security, economic well-being and the prevention and detection of serious crime are its headline interests. It routinely gathers information on drug-dealing, terrorism, and the movement of arms and key resources such as oil, but is also said to be heavily involved in ECHELON. GCHG praises itself to use and design high end technology such as Cray systems, Tandem based storage and high-end workstations, as well as software for Signals Analysis, Complex Data Manipulation, Translation and Transcription.

http://www.gchq.gov.uk/

http://www.gchq.gov.uk/
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