4 ms·
2.1% of your budget for a single campaign of that size does seem like a reasonable tradeoff.
by iaw 10y ago
2.1% of your budget for a single campaign of that size does seem like a reasonable tradeoff.
- hluska 10y agoWhat if it wasn't about the money? I wouldn't buy an ad alongside editorial content about my brand. Savvy media consumers tend to see that and think that the editorial content is actually paid content.
- anonfunction 10y agoIt is telling that they declined both the free editorial and any advertising.
- hluska 10y agoTelling of what?? An intelligent brand manager has to weigh the positives and negatives of paid and earned media. In this case, in light of Saliterman's email, a brand manager would weigh the (seemingly high) possibility that the NRA would advertise alongside fearful messages from grieving families. Since Everytown knew that this was a possibility, the advertising alongside the editorial had the capacity to damage the brand and (perhaps more importantly) cost jobs.