January 21, 2019

Helping PR pros make smarter decisions

Roundtable: Scott Monty joins to discuss Apple’s marketing juice, spectators, and a “Freak Out”

Roundtable: Scott Monty joins to discuss Apple’s marketing juice, spectators, and a “Freak Out”

[Scott Monty](http://www.scottmonty.com/), Relationship Director and Consigliere of [crayon](http://www.crayonville.com/), a New Marketing company, joined Jen Zingsheim and Sarah Wurrey as my guests on this week’s Media Bullseye Radio Roundtable.
[(Click here to listen to the 27 minute discussion)](http://mediabullseye.com/mb/mp3/mb-roundtable-2008-02-15.mp3)
**Can anyone get some of Apple’s marketing juice?** Apple’s fans zealously promote the company’s products, and their advertising and marketing is creative and in many cases fan-driven. The panel discusses Google’s entry into the mobile phone market, and whether it can successfully challenge the marketing surrounding Apple’s iPhone.
**How do marketers reach people who are reading blogs, but not actively participating in social networks?** [These so-called “spectators”](http://www.pr-squared.com/2008/02/prsquareds_social_media_tactic_7.html) represent a sizeable chunk of the web audience, but without any interaction they are hard to find–plus, how can you measure their impact? Creating solid and compelling content is an important starting point.
**Advertisers Freak Out–is it ethical?** Makers of the Burger King “Whopper Freak Out” and the [Coke Zero](http://adage.com/article?article_id=125068) commercials have created advertising by spoofing observers with outrageous claims. We discuss the ethics of “reality advertising,” and its effectiveness.

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About The Author

Jennifer Zingsheim Phillips is the Director of Marketing Communications for CARMA. She is also the founder of 4L Strategies, and has worked in communications and public affairs for more than 20 years. Her background includes work in politics, government, lobbying, public affairs PR, content creation, and digital and social communications and media analysis.

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