TITLE

New voice on ad bias issue

PUB. DATE
October 1999
SOURCE
Advertising Age;10/4/1999, Vol. 70 Issue 41, p34
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article comments on U.S. Democrat Bill Bradley's statement, as of October 1999, that he will use his presidential candidacy to advocate more equitable treatment of minority media and advertising agencies by advertisers. Bradley believes that bringing the facts out over and over again can prod decision-makers to change their patterns. Bradley is playing catch-up on the issue. His rival for the Democratic nomination, Vice President Al Gore, joined U.S. Federal Communications Commission Chairman William Kennard in prodding top marketers to reexamine their minority advertising practices, and ordered the federal government to look at how its own advertising dollars were spent. There are pitfalls here if the candidates succumb to the idea that advertising dollars can be apportioned on some sort of quota system under which businesses serving various communities get their fair share. Nor can government regulation address what makes a fair price. Bradley is right in his belief that any advertising inequities are solvable by bringing them into the open.
ACCESSION #
2335761

 

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