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Astroturfing Marketing Strategies by J. Ly Philip Morris  ExxonMobil  General Motors  Microsoft  PhRMA
<ul><li>… a  public relations  campaign that seek to create the impression of being a spontaneous,  grassroots  behavior. ...
Astroturfers are... <ul><li>… a few people who discreetly pose as mass numbers of activists advocating a specific cause. <...
Overt (outreach, awareness) and  Covert  (disinformation) Guerilla marketing 1 Stealth marketing Viral marketing Astroturf...
Spin Doctors 1. Anderson, W. T.  (1996)  Astroturf - The Big Business of Fake Grassroots in Politics.  JINN .  Retrieved o...
Financiers Astroturfing  can be orchestrated by highly organized professional groups with financial backing from large cor...
1. Thank You for Smoking.  (2006)  Fox Searchlight .  Retrieved on April 1, 2007, http://www.foxsearchlight.com/thankyoufo...
Moral Flexibility “ If its your job to be right, then you’re never wrong….” Chocolate vs. Vanilla “ If I can prove you’re ...
S.A.F.E.T.Y. Society for the Advancement of Firearms and Effective Training of Youth The ideal “ cancer boy ” Disinformati...
“ We just got to distract them.  What difference does it make if its true?&quot; Astroturfers  attempt to orchestrate the ...
Political Astroturfing... 1. Swift Boat Veterans for Truth.  (2004)  SourceWatch .  Retrieved on April 1, 2007, http://www...
Corporate Astroturfing... 1. Tech: Microsoft Funded ‘Grass roots’ Campaign.  (2001)  L.A. Times .  Retrieved on April 1, 2...
Summary 1. Tech: Microsoft Funded ‘Grass roots’ Campaign.  (2001)  L.A. Times .  Retrieved on April 1, 2007, http://www.us...
astroturf Thank You for Listening... “ We just got to distract them.  What difference does it make if its true?” 1 ? 1. Wa...
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Astroturfing

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MBA course project on marketing strategies.

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Astroturfing

  1. 1. Astroturfing Marketing Strategies by J. Ly Philip Morris ExxonMobil General Motors Microsoft PhRMA
  2. 2. <ul><li>… a public relations campaign that seek to create the impression of being a spontaneous, grassroots behavior. </li></ul><ul><li>Astroturf (artificial grass) is a metaphor for a fake grassroots support. </li></ul><ul><li>Goal: To disguise the agenda as an independent public reaction to some political, product, service or event 1 </li></ul><ul><li>“ Astroturf lobbying” – Senator Lloyd Bentsen (D-Texas, circa 1986) 2 </li></ul><ul><ul><li>Campaign by Distilled Spirits Council against liquor taxes </li></ul></ul>Astroturfing is... 1. Astroturf. (2004) SourceWatch . Retrieved on April 1, 2007, http://www.sourcewatch.org/index.php?title=Astroturf 2. Astroturfing. (2007) Wikipedia . Retrieved on April 1, 2007, http://en.wikipedia.org/wiki/Astroturfing astroturf
  3. 3. Astroturfers are... <ul><li>… a few people who discreetly pose as mass numbers of activists advocating a specific cause. </li></ul><ul><li>Astroturfers instruct a target group on what to say, how to say it, and where to send the message. 1 </li></ul><ul><ul><li>pyschographic (interests, attitudes, opinions) </li></ul></ul><ul><ul><li>versus demographics (age, gender) and behavioral (loyalty) </li></ul></ul><ul><li>Manipulate the degree of interest through: </li></ul><ul><ul><li>letters to the government </li></ul></ul><ul><ul><li>letters to the editor (newspapers, magazines) </li></ul></ul><ul><ul><li>e-mails, blogs, and vlogs </li></ul></ul>1. Astroturfing. (2007) Wikipedia . Retrieved on April 1, 2007, http://en.wikipedia.org/wiki/Astroturfing astroturf
  4. 4. Overt (outreach, awareness) and Covert (disinformation) Guerilla marketing 1 Stealth marketing Viral marketing Astroturfing Versus other forms of Marketing 1. Kotler and Keller. (2006) Marketing Management. Pearson Prentice Hall . Upper Saddle River, New Jersey. <ul><li>Disinformation: </li></ul><ul><ul><li>discrediting conflicting information </li></ul></ul><ul><ul><li>supporting false conclusions </li></ul></ul>astroturf
  5. 5. Spin Doctors 1. Anderson, W. T. (1996) Astroturf - The Big Business of Fake Grassroots in Politics. JINN . Retrieved on April 1, 2007, http://www.pacificnews.org/jinn/stories/2.01/960105-astroturf.html Astroturfing can be used for political gains. 1 astroturf
  6. 6. Financiers Astroturfing can be orchestrated by highly organized professional groups with financial backing from large corporations. 1 1. Powers Behind the Throne. (2004) PR Watch . Vol 11(4). Retrieved on April 1, 2007, http://www.prwatch.org/node/3292 astroturf
  7. 7. 1. Thank You for Smoking. (2006) Fox Searchlight . Retrieved on April 1, 2007, http://www.foxsearchlight.com/thankyouforsmoking/ The M.O.D. Squad (Merchants of Death) Thank You for Smoking “ Nick Naylor doesn’t hide the truth, …he filters it.” astroturf
  8. 8. Moral Flexibility “ If its your job to be right, then you’re never wrong….” Chocolate vs. Vanilla “ If I can prove you’re wrong then I’m right. I don’t have to convince who I’m arguing with, I’m after the audience….” The Target 1. Thank You for Smoking. (2006) Fox Searchlight . Retrieved on April 1, 2007, http://www.foxsearchlight.com/thankyouforsmoking/ astroturf
  9. 9. S.A.F.E.T.Y. Society for the Advancement of Firearms and Effective Training of Youth The ideal “ cancer boy ” Disinformation 1. Thank You for Smoking. (2006) Fox Searchlight . Retrieved on April 1, 2007, http://www.foxsearchlight.com/thankyouforsmoking/ astroturf
  10. 10. “ We just got to distract them. What difference does it make if its true?&quot; Astroturfers attempt to orchestrate the actions of apparently diverse and geographically distributed individuals. Wag the Dog 1. Wag the Dog. (2001) New Line Cinema . Retrieved on April 1, 2007, http://www.wag-the-dog.com/ astroturf
  11. 11. Political Astroturfing... 1. Swift Boat Veterans for Truth. (2004) SourceWatch . Retrieved on April 1, 2007, http://www.sourcewatch.org/index.php?title=Swift_Boat_Veterans_for_Truth <ul><li>2004 Presidential Campaign </li></ul><ul><li>Swift Boat Veterans for Truth </li></ul><ul><ul><li>Real Life example = Wag The Dog </li></ul></ul><ul><ul><li>Kerry wrapped up the Democratic nomination </li></ul></ul><ul><ul><li>Funding = Houston home builder, Bob R. Perry, Republican </li></ul></ul><ul><ul><li>The Truth was revealed (IRS docs) </li></ul></ul>astroturf – Source Watch (2004) 1
  12. 12. Corporate Astroturfing... 1. Tech: Microsoft Funded ‘Grass roots’ Campaign. (2001) L.A. Times . Retrieved on April 1, 2007, http://www.usatoday.com/tech/news/2001-08-23-microsoft-letters.htm <ul><li>Antitrust lawsuit against Microsoft brought by U.S. Justice Department </li></ul><ul><li>Americans for Technology Leadership </li></ul><ul><ul><li>Letter-writing campaign to 18 State Attorney Generals </li></ul></ul><ul><ul><li>No two letters were identical but contain similar wording </li></ul></ul><ul><ul><li>Appeared to be written spontaneously by ordinary people </li></ul></ul><ul><ul><li>Letters sent to Utah contained names of deceased </li></ul></ul><ul><ul><li>Funded by Microsoft ($ amount unknown) </li></ul></ul><ul><li>Microsoft’s response: simply “ responding to the lobbying efforts of competitors who have waged political campaigns against the company .” </li></ul>astroturf – Los Angeles Times (2001) 1
  13. 13. Summary 1. Tech: Microsoft Funded ‘Grass roots’ Campaign. (2001) L.A. Times . Retrieved on April 1, 2007, http://www.usatoday.com/tech/news/2001-08-23-microsoft-letters.htm <ul><li>Astroturfing </li></ul><ul><ul><li>What: public relations campaign to disguise the agenda as a public reaction to some political, product, service or event </li></ul></ul><ul><ul><li>Why: Disseminate disinformation </li></ul></ul><ul><ul><li>Who: Funded by large organizations </li></ul></ul><ul><ul><li>How: Letters, e-mails, blogs </li></ul></ul><ul><ul><li>Temporary endeavor </li></ul></ul>astroturf
  14. 14. astroturf Thank You for Listening... “ We just got to distract them. What difference does it make if its true?” 1 ? 1. Wag the Dog. (2001) New Line Cinema . Retrieved on April 1, 2007, http://www.wag-the-dog.com/

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