When companies place advertisements in maga-zines, they sign contracts stating the particulars ofwhere and when the ad will run. Sometimes thesecontracts include a positioning clauseindicatingwhere the advertisement should be placed in themagazine (up front, next to the table of contents,etc.) The following memo (March 6, 1998) wassent to magazines that Coca-Cola advertises in. It’sfrom Coke's ad agency, McCann-Erickson, andstipulates where Coke ads may appear. COKE: MEMO TO PUBLISHERSThe purpose of this letter is to clarify the positioning clause that is included on Coca-Cola Company insertion orders.The positioning clause has been revised to state, “Any Coca-Cola advertising that facesless than full editorial and/or inappropriate editorial matter will be subject to a fullmakegood.”1The Coca-Cola Company requires that all insertions2are placed adjacentto editorial that is consistent with each brand’s marketing strategy/positioning. In gen-
This is the end of the preview.
access the rest of the document.
appropriate positioning option, Christine Maggiore McCann-Erickson