His overall budget of 52 million per year was over

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Chapter 10 / Exercise 01
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in order to build an in-house campaign team. His overall budget of $52 million per year was over two and a half times that of attorneys general budgets for similarly sized states. In order to get free publicity, Eikenberry filed hundreds of apparently baseless civil lawsuits against Washington State businesses and compa- nies across the nation, including Proctor and Gamble here in Ohio. But in late 1991, the bully finally picked on the wrong guy. Eikenberry filed a false and frivolous lawsuit against our Lindenwold Fine Jewelers division, a national jewelry retailer of both fine jewelry and high-quality synthetic gem jewelry. Eikenberry's main target in the suit was an advertisement for cubic zirconia diamond simulant jewelry,
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No-Hunger Bread: A True FDA Horror Story 561 called "CZ" jewelry. It appears Eikenberry had special plans for this particular lawsuit. It appears he was going to team up with TV reporter Herb Weisbaum of KIRO-TV, a CBS affiliate in Seattle, Washington. The plan was to blow this petty civil suit out of proportion, to get a national news story, to launch his gubernatorial campaign. Weisbaum did run a preliminary story in December, 1991, which contained certain falsities in order to preview the "big story." This report got national coverage on the "CBS This Morning" show. However, unknown to Eikenberry, Lindenwold was only one of 13 divisions of The Suarez Corporation, now Suarez Corporation Industries. He did not know we were a widely diversified marketing and communications company. Unfortunately for Eikenberry, one of the other divisions was Campaign Services, one of the best and most advanced political service bureaus in the nation. Also unknown to Eikenberry was the fact the owner and president of Suarez Corporation Industries, yours truly, is highly regarding as one of the leading market- ing experts in the nation. An investigation of Eikenberry by Suarez Corporation Industries revealed his pattern of self-serving and special-interest-serving actions. It was determined by Suarez Corporation Industries investigators that Eikenberry was perhaps one of the worst and most destructive politi- cians in the country. He was about to ascend to a state governorship, which influences national politics and is considered the next step to the presidency. At this point, we decided that it was in the public interest to take action to defeat Eikenberry on behalf of businesses across the nation and the 100,000 customers the company had in Washington. A well-designed political strategy was developed in early 1992, uti- lizing the company's high-tech political expertise. The strategy called for crippling Eikenberry's fund-raising campaign with an initial attack in May, 1992, and then finishing him off in the Republican primary with a second attack, just before the elections in the fall of 1992. The strategic campaign against Eikenberry called for well-targeted, effective political ads using the media of television, radio, newspapers, direct- mail, and telemarketing.

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