Heuristics In Action Paper
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NINETY PERCENT (90%) of the companies that Florida Family Association targeted with emails did NOT advertise again during the January 8th episode and many of the latter episodes of All-American Muslim. One hundred one (101) out of one hundred twelve (112) companies did NOT advertise again. |
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The Hollywood Reporter posted an online news story at 10:59 am on March 7, 2012 titled “TLC Cancels All-American Muslim” and subtitled “The controversial series, which faced protests from the Florida Family Association…” Click here to read news report at HollywoodReporter.com Florida Family Association urged advertisers in late 2011 and early 2012 to stop supporting The Learning Channel's new show All-American Muslim because it appeared to be propaganda designed to counter legitimate and present-day concerns about many Muslims who are advancing Islamic fundamentalism and Sharia law. The show profiled only Muslims that appeared to be ordinary folks while excluding many Islamic believers whose agenda poses a clear and present danger to liberties and traditional values that the majority of Americans cherish. NINETY PERCENT (90%) of the companies that Florida Family Association targeted with emails did NOT advertise again during the January 8th episode and many of the latter episodes of All-American Muslim. One hundred one (101) out of one hundred twelve (112) companies did NOT advertise again. Certainly some of the companies stopped their advertisements because of seasonal buys. However, those seasonal buyers made up a very small minority of companies that did not return to the show. That Ninety Percent (90%) and One Hundred 101 number would be higher if not for some companies that advertised during the last episode believing there would be no repercussions. The following one hundred one (101) out of one hundred twelve (112) companies did NOT advertise again after receiving emails from Florida Family Association supporters: AT&T, ADT, Airborne Vitamin, Amazon (Kindle), Amway, Anheuser Busch Inbev, Select55), Art Instruction Schools, Bamboozles, Bank of America (Cash Rewards), Bare Escentuals, Baskin Robins, Bayer (One A Day, Phillips Colon Relief), Best Buy (pTouch at Best Buy vendor ad), Big Lots, Brother International (Ptouch), Campbell's Soup, Capital One, Chrysler Group (Jeep), Church & Dwight (Oxi Clean, Kaboom), Citi Card, City Furniture, Conagra (Hunt's Diced Tomatoes), Corinthian Colleges (Everst411), Cotton, Inc., Cumberland Packing (Sweet'N Low), Del Monte (Pup Peroni), Dell computers, Diamond Foods (Kettlebrand Chips), Disney (The Muppets, Touchstone), Dyson, Estee Lauder (Clinique), Esurance, ET Browe (Palmer's Cocoa butter), Fabulous, Furniture (local), Farmer's Insurance, Ferrero Rocher, FreshPet, Galloway Ford (local), Gap, General Motors (Chevy Runs Deep), Germain Motors (local), Good Year, Green Mountain Coffee, Guthy Renker (Proactiv), Home Depot, Honda North America, (Accord, Odyssey), HTC Phones, Ikea, ITT Tech, JC Penney, JP Morgan Chase (Chase Sapphire), Kayak.com, Kimberly Clark (Kleenx), Koa Brands (John Frieda), Kraft (Velveeta), Leapfrog Enterprise (Leapster Explorer), Lionsgate, Lowes, Mars (Dove Chocolate), McDonald's, Merck & Co. (Dulera), Microsoft (Kinect, Dance Central 2), Motorola Razor, Mylife, Nationwide Insurance, News Corp (We bought a zoo movie), Nikon, Nintendo (Mariokartz.com), Novartis (Theraflu), Old Navy, Pernod Ricard (Kahlua), Petsmart, Pier One, Prestige Brand Holdings (Pediacare), Procter & Gamble (Align Probiotic, Crest, Febreze, Mr. Clean Magic Eraser, Pur, Tide), Progressive Insurance, Prudential Financial, Radio Shack, Reckitt Benckiser (Mucinex, Delsym, Resolve Clean), Ruth's Chris Steakhouse, Sandals, Sears, Shari's Berries, Signet (Kay Jewelers), Sonic Drive-ins, Southwest Florida College (local advertiser), Starbucks, Subaru, Telebrands, THQ (uDraw), T-Mobil, Toyota (Camry), Travelocity, Turbotax, Verizon Droid, Volkswagen, Vtech (Mobi Go, V Reader), Wal-Mart, Welch's Grape Juice, Whirlpool (Maytag) and Zoom Tan. Certainly some of the companies stopped their advertisements because of seasonal buys. However, those seasonal buyers made up a very small minority of companies that did not return to the show. That Ninety Percent (90%) and One Hundred 101 number would be higher if not for some companies that advertised during the last episode believing there would be no repercussions. The following companies’ responses in part are published below. Home Depot email. From: "Information@homedepot.com" Sent: Wed, November 16, 2011 1:34:21 PM Subject: RE: Please don't support TLC's propaganda. We checked into this and although one of our commercials did appear during one of these episodes, we are not a sponsor of this show and we do not have any advertising scheduled to run on future episodes. Thank you very much for contacting us. Cumberland Packaging- Sweet’n Low email. From: DoNotReply Sent: Friday, November 18, 2011 1:44 PM Subject: RE: Sweet'N Low advertised during All-American Muslims Thank you for taking the time to share your concerns about our latest broadcast advertisement. We would like you to know that we did not deliberately select this program. As a small television advertiser, we purchase ads in bulk as “run-of-schedule” which enables us to take advantage of available slots on a wide variety of networks at favorable pricing. We are not a sponsor of the program nor do we have ads scheduled to run on future episodes. We are a family run business and we appreciate feedback from consumers like you, as it is helpful in our planning. Thank you again. Pernod Ricard USA Kahlua November 17, 2011 letter. You recently contacted Pernod Ricard USA regarding a complaint about our “support” of All-American Muslims, one of several TLC network shows that recently has aired our brand advertising. To clarify this matter, we don’t “support” or express any opinion on the content of the TLC network shows which air our commercials (as part of an overall network advertising buy.) However, our media buying schedule indicates we have no further advertising on this specific show. Thanks for contacting us. Jack Shea, Vice President, Corporate Communications. Lowes email. From: Kilby, Andrew - Ricky Sent: Tuesday, December 06, 2011 12:57 PM Subject: RE: Lowe's Home Centers, Inc. advertised during All-American Muslim While we continue to advertise on various cable networks, including TLC, there are certain programs that do not meet Lowe's advertising guidelines, including the show you brought to our attention. Lowe's will no longer be advertising on that program. Andrew, Lowe’s Executive Support. A big THANK YOU to everyone who sent emails to companies that advertised during All-American Muslim. Your emails made a difference. A special thanks to Pamela Geller at Atlasshrugs.com , Robert Spencer at Jihadwatch.org and Bonni at BareNakedIslam.com for linking the Floridafamily.org’s call to action article on All-American Muslim. January 12, 2012 and prior articles Florida Family Association urged advertisers to stop supporting The Learning Channel's new show All-American Muslim because it appeared to be propaganda designed to counter legitimate and present-day concerns about many Muslims who are advancing Islamic fundamentalism and Sharia law. The show profiled only Muslims that appeared to be ordinary folks while excluding many Islamic believers whose agenda poses a clear and present danger to liberties and traditional values that the majority of Americans cherish. Florida Family Association supporters sent a total of 1,184,447 emails to advertisers. This is a record for any action issue. NINETY PERCENT (90%) of the companies that Florida Family Association targeted with emails did NOT advertise again during the January 8th episode and many of the latter episodes of All-American Muslim. One hundred one (101) out of one hundred twelve (112) companies did NOT advertise again. Certainly some of the companies stopped their advertisements because of seasonal buys. However, those seasonal buyers make up the small minority of companies not returning to the show. We stated in our last email that “There is a fair chance that some companies will advertise during these last two episodes believing there will be no repercussions. “ A few advertisers did return to the last episode. However, the show had eight new advertisers the super majority of which would most likely have pulled off of the show after receiving emails from opponents to the program. Nevertheless, it would not be appropriate to contact these new advertisers since they have no opportunity to pull off of futures shows. TVGuide.com reports “Not airing in the next 14 days” for All-American Muslim. Click here to see the TVGuide.com report. Advertisers will not be contacted or reported from this point forward unless the show airs again as new episodes or repeats. This will also prevent supporters of the show from thanking companies that continued to advertise. A special thanks to everyone who sent emails to advertisers. Your emails made a huge difference. Thank you. |