TITLE

`Not Always Coca-Cola' policy threatens integrity of magazines

AUTHOR(S)
Donaton, Scott
PUB. DATE
October 1999
SOURCE
Advertising Age;10/4/1999, Vol. 70 Issue 41, p36
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article comments on the memo given to Coca-Cola as a result of its directive to McCann-Erickson to keep its advertisements away from objectionable content. Coke's directive went beyond the usual approach of making sure its advertisements don't appear adjacent to negative articles about the company or its industry. Instead, it insisted it be steered clear of editorial matter on inappropriate topics, including religion, politics and disease. Magazines were asked to sign the document in order to get business from Coke, and publishers of several leading titles did without informing their editors. The practice is anti-ethical to the basic tenets of effective media advertising.
ACCESSION #
2335766

 

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