Wednesday, May 18, 2005
Dumb Move
MORGAN STANLEY INSTITUTES NEW 'PULL AD' PRESS POLICY
I only wish advertisers had an automatic 'run ad' policy when coverage of their company was positive. Then this type of silly behavior might make some sense.
Sure, advertisers have a right to vote with their dollars. But the vote should be based on some basic ideas:
You advertise to reach an audience of potential buyers of your products and services. The editorial content of a given media property either delivers that audience or it doesn't. Your advertising should create a call to action among potential buyers. If you want to try to counteract bad press, do it. But better to sell your company and its offering. If you can't think of a way to do that, go out of business.
From the AdAge.com story:
Publishing executives also said there’s been a marked increase in such directives in recent years. “Absolutely,” said one high-ranking editor who wished to remain anonymous. “There’s a fairly lengthy list of companies that have instructions like this.”
Bah.
Comments
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I only wish advertisers had an automatic 'run ad' policy when coverage of their company was positive. Then this type of silly behavior might make some sense.
Sure, advertisers have a right to vote with their dollars. But the vote should be based on some basic ideas:
You advertise to reach an audience of potential buyers of your products and services. The editorial content of a given media property either delivers that audience or it doesn't. Your advertising should create a call to action among potential buyers. If you want to try to counteract bad press, do it. But better to sell your company and its offering. If you can't think of a way to do that, go out of business.
From the AdAge.com story:
Publishing executives also said there’s been a marked increase in such directives in recent years. “Absolutely,” said one high-ranking editor who wished to remain anonymous. “There’s a fairly lengthy list of companies that have instructions like this.”
Bah.
