June 30th, 2009

in the dark of subconsciousness

Хозяйке на заметку

Как и следовало ожидать, гориллам в маркетинге решили поприжать хвосты. Если хвостов не найдут, будут прижимать что-то другое. Вот развлекательная статья на yahoo

А вот уже посеръёзнее:
Consumers who endorse and recommend products on their blogs or other sites for consideration should do so within the boundaries set forth in the FTC Guides Concerning Use of Endorsements and Testimonials in Advertising and the FTC’s guidance on word of mouth marketing.
Это из Protecting Consumers in the Next Tech-ade: A Report by the Staff of the Federal Trade Commission

Ещё прекрасная цитатка из доклада ENDORSEMENTS AND TESTIMONIALS GUIDES, J. Thomas Rosch1
...That Example describes a scenario under which an advertiser hires a blogger to test out and then review a new body lotion. The advertiser does not make any specific claims about the lotion’s ability to cure skin conditions, and the blogger doesn’t ask the advertiser whether there is any substantiatio n for such a claim. Yet, in the online review, the blogger writes that the lotion cures eczema and recommends the product for that condition.

Under the facts set forth in new Example 5, both the advertiser and blogger would be subject to liability for false or unsubstantiated statements made by the blogger’s endorsement.

In response, some commenters have expressed a concern about holding advertisers liable for endorsements made through new and emerging methods such as blogging, viral marketing, and street teams. Commenters point out the difficulty that advertisers might have in controlling and policing advertising and content created by third parties. As noted by some of these commenters, historically, advertisers have had complete control over the endorser’s advertising message in media such as television, radio and print. With media such as blogs and online message boards, advertisers are said to be unable to exert the same amount of control over the message disseminated by the endorser and face challenges in policing media that is subject to constant updating.

В Европе разгул платного блоггинга и сутяжничества не столь широк, но скоро и местные законотворцы учтут информационно-технологические реалиии.

Что же из этого следует? С монетаризацией у многих Web2null стартапов будет ещё интереснее.