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Subject: RE: UKNM: Herpes, pregnant women and other custom publishing
From: Andres Varela
Date: Thu, 30 Jul 1998 12:41:28 +0100

Date: Thu, 30 Jul 1998 12:27:04 +0100
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I doubt that it's created by a third party but the word 'insidious' used in
the last posting made me think of the McDonalds kids site, McDonald Land...

Where for example children can download McDonalds jingles in a range of
musical styles from:


Having a quick look round the site there's one section which uses a movie to
promote its new range of Tamagochi HappyMeals. At the top of the page they
(their lawyers?) have put the words:

'Hey kids, this is advertising'

in teeny-tiny font. Makes me wonder that if they think of that as
advertising, what's their view of 'Eating Right With Willy Munchright' in
another section, or the 'McDonalds Characters Matching Game'...


Andres Varela - The Electronic Fundraising Company
5 St Mary Abbot's Place - London W8 6LS
(t) +44 171 603 7737 (f) +44 171 603 7481 (m) +44 7970 833404


> -----Original Message-----
> From: owneratchinwag [dot] com [owneratchinwag [dot] com]On">mailto:owneratchinwag [dot] com]On Behalf Of Sajid
> Mohammed
> Sent: 30 July 1998 10:47
> To: uk-netmarketingatchinwag [dot] com
> Subject: Re: UKNM: Herpes, pregnant women and other custom publishing
> projects...
> Flicking through a copy of Details (poor US copy of The Face IMHO), I
> noticed an advert for a drug called Crixivan, used by HIV+ people. It
> had a URL tucked away for a site called http://www.stayhealthy.com/
> When you go to the site, it's a subtle one - you're seduced into
> thinking it's purely informative site about a whole wealth of health
> related issues. Start to drill down though and you find that the
> 'digestive health' section is headed by a great big banner for Zantac
> 75.
> Very subtle, very insidious and it also services more than
> one pharmco.

> And if you dig around, you find that the company behind the site is
> staffed by ex-employees of several pharmcos. Nice.
> Coincidentally, last night I was having a drink and a chat with an
> industry colleague and I was positively singing the praises of

> precisely this type of site. My argument was that mixing advertising
> and editorial online is not regulated, unlike other media. More to the
> point, no one seems to care too much - yet.
> The questions to be addressed will always be: just how intelligent is
> the audience? How aware are they that they are being led like lambs to
> the slaughter by the P&Gs and Unilevers of this world? Will these
> sites be trusted sources of information?
> Are these sites just entertainment, with no potential as such to grow
> sales? If these advertorial sites are subtly branded, just how can one
> quantify effectiveness?
> Sajid Mohammed
> _________________________________________________________
> Get your free @yahoo.com address at http://mail.yahoo.com

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