ERIC Number: ED246468
Record Type: Non-Journal
Publication Date: 1984-May
Reference Count: N/A
Mobil's Advertorials: A Case Study in Advocacy Ads.
Mobil Oil's program of "advertorials," or company stances on controversial issues appearing in principal print media, has had several significant results since its inception in 1970. The professed reasons for this campaign were to give the company itself more visibility and to stir up discussion on issues affecting the public. The results include swaying the opinion leaders and the general public; playing a major role in the positive shift in attitude changes toward major oil companies; improving Mobil's image with the public; achieving the objective of building a reputation for Mobil as an outspoken, responsible company concerned about America's energy future and major social issues; and having a favorable influence on investors. (CRH)
Descriptors: Advertising, Advocacy, Attitude Change, Business, Editorials, Journalism, Mass Media, Persuasive Discourse
Freedom of Information Center, Box 858, Columbia, MO 65205 ($1.00, quantity discounts available).
Publication Type: Information Analyses; Opinion Papers
Education Level: N/A
Authoring Institution: Freedom of Information Center, Columbia, MO.