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Olympics grab media gold during September

Published on .

OLYMPIAN ATTENTION: The 2000 Sydney Games had more than its share of Olympic marketing news developments: the IOC's strong-arm ambush marketing and media piracy tactics; controversial ad campaigns; controversial coverage (NBC's disastrous decision to air it as a "live," tape-delayed event); a TV ratings shortfall. All that helped add up to a SPINdex score for September of 7,344 -- about six times the media attention of the runner-up, subliminal advertising. The not-so-hidden persuasions of the Bush campaign revived the media's long-dormant fascination with subliminal ads. Never mind that Gov. George Bush denied intending to send a "subliminable" message. Actually, if broken out as a discrete SPINdex, coverage of Gov. Bush's "subliminable" malapropism would have ranked fifth this month with a SPINdex of 326, beating out coverage surrounding John Hancock Financial Services' depiction of an apparently lesbian couple in an adoption-themed ad campaign. Filling out this month's top five rankings, in fourth position, were stories surrounding Kraft Foods recalling a line of Taco Bell products containing genetically altered corn.
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