Re: ONLINE-ADS>> Question of ethics...

Chris Waage (cwaage_at_examiner.net)
Wed, 13 Aug 1997 08:35:26 -0500 (CDT)

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Someone once suggested the new slogan for Canon Copiers to be "STOP CALLING
THEM XEROXES!!!!"

Seriously - in marketing, our choice of words is every bit as important as
the products we represent. Look at all the marketing blunders over the
past decade:

In the 1970s, Chevrolet introduced the Nova to Mexico. Sales were almost
non-existant until someone realized "no-va" in Spanish meant "no-go."

Also in the 1970s, Exxon produced a fertilizer called "En-gro." However,
in French slang, this means "I can get it for you wholesale."

When the Scandinavian firm "Electrolux" first broke into the United States
marketplace, their original slogan was "Nothing sucks like Electrolux."

Last, but not least: A Japanese travel agency received a large number of
unexplainably odd calls after advertising in an English-language
publication. Their name, spelled phonetically, was "Nippon Kinki Tours."

Admittedly, this is a slight detour from the original theme of this thread.
(I thought a bit of humor would be appropriate on a Wednesday morning.

However, the use of meta-names could result in the same confusion. Imagine
(hypothetically speaking) if there were two newspapers in one community.
Lets call them "The Times" and "The Journal." If "The Journal's" web site
listed "The Times" in its meta-information, would that be ethical?

Hmmmmmm. . .

Chris

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