Marketing

Arbitron Inc., the research company that provides the ratings on which most U.S. radio advertising rates are based, plans to use new technology to increase the accuracy of its audience data. For nearly 35 years, Arbitron has collected data by having individuals fill out paper diaries documenting their radio listening habits. Needing to replace the outdated system to stay in business, Arbitron will be testing out "portable people meters." The beeper-like devices electronically measure every radio, television and cable broadcast a person takes in.

Sweden has gained support from other EU members to ban television advertising aimed at children under 12. The LA Times reporters, "The move threatens to wipe out $200 million a year in advertising revenues for Europe's commercial broadcasters, entertainment industry lobbyists said. Perhaps more important to U.S. entertainment conglomerates, such a ban would significantly limit the ability of such companies as Viacom Inc.'s MTV and Nickelodeon and Walt Disney Co. to influence the buying habits of Europe's children."

By understanding the interaction between news coverage and advertising on consumer perceptions, large companies hope to develop more effective and less costly communications plans. This report takes some first steps toward understanding that relationship. This paper is based upon research conducted in the late 1990's by AT&T's Public Relations research department.

"Showing all the signs of a thriving grass-roots movement, a host of new health-care groups are drawing attention to the perils of a contagious, sometimes lethal virus called hepatitis C," writes Robert O'Harrow. "But contrary to appearances, these coalitions are not spontaneous gatherings of concerned citizens. They are instead a key part of a carefully orchestrated marketing campaign funded by Schering-Plough Corp. to sell the primary therapy for hepatitis C, Rebetron, which costs $18,000 a year." Several members of the Hepatitis C Coalition are on the payroll of the Shandwick PR firm.