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Advocacy Advertising

Marketing Dictionary: advocacy advertising


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Advertising used to espouse a point of view about controversial public issues. Advocacy
advertising can be directed at either specific targets, or general targets, such as political activists,
the media, consumer groups, government agencies, or competitors. It can be sponsored by any
type of advertiser (businesses, consumer groups, special interest groups, political parties, or even
individuals). An extreme example occurred in the 1960s, when a private citizen bought a two-
page advertisement in the New York Times at a cost of $12,000 to offer his peace plan for ending
the war in Vietnam. In 1974, Mobil Oil Company began advocacy advertising concerning the
need for offshore oil drilling to alleviate the energy crisis that existed at the time. NBC accepted
the television commercial, but ABC and CBS did not, because of the controversial nature of the
topic. As a result, Mobil Oil Company took out full-page newspaper ads, which reproduced in
print the visuals and text for the commercial.

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Advertisements placed by companies presenting their own opinion on one or more public issues.
The advertisements reflect the opinion of the company and are meant to influence public
opinion. Issues include consumer rights, education, the environment, health, and taxation.
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Copyrights:
Marketing Dictionary. Dictionary of Marketing Terms.
Copyright © 2000 by Barron's Educational Series, Inc. All rights
reserved. Read more
Business Dictionary. Dictionary of Business Terms. Copyright ©
2000 by Barron's Educational Series, Inc. All rights reserved.
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