Marketing: Trust Us, We’re Experts!
•Third-Party Tactic
Examples
–Mothers Opposing
Pollution (MOP)
•Campaign against plastic
milk bottles, 1993
–Asbestos
•Found to be dangerous as
early as 1918
•By 1960, 52 papers found
it harmful,
11 found it benign
11 found it benign
–David Manning, June
2001
•Found by Newsweek
to be a fake reviewer
created by Columbia Pictures’ marketing department
to endorse such gems as “The Animal” and “A Knight’s Tale”
created by Columbia Pictures’ marketing department
to endorse such gems as “The Animal” and “A Knight’s Tale”
–VNRs & Press
Releases
•Nearly 40% of newspaper
content starts as company press releases
•Video News Releases:
Filmed by PR firms and aired unedited as news
