Letters to the Editor

[Re: Loose Cannon: Captive Audience, Captive Marketers, March 5, 2007, (directmag.com/loosecannon/loose-cannon-captive-audience-marketers-030507/)]

I find it ludicrous that someone would look at one of these devices and think "Oh my god, it's a bomb!" and not go into a wholesale bomb removal program on each device. I think they could charge the miscreants for creating roadside distractions and charge them for endangering drivers with roadside distractions. If you are already eating your breakfast, coming your hair and talking on your cell phone another distraction could kill you.

The agency should be charged with juvenile stupidity at least and fined for wasting client dollars.

I liked your prison program story. I thought it was brilliant.

Albert Saxon,
Saxon Marketing
Springfield, MA

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A women's correctional institution-only channel called 'Jailhouse Frock'...???

Sorry, Richard, I'm charging you with a MSdemeanor.

Lauretta Harris
Write Communications Inc.
Scarsdale, NY

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The Boston confusion was an unfortunate outcome for a pretty good idea. Guerrilla marketing is really a smart new approach from some people who are really thinking outside of the box that most of us are supposedly stuck in.

Unfortunately, Pepsi's new attempt to do the same sort of thing also backfired when they company hid a high-value prize in the "Granary Burying Ground," a truly sacred site in the shadow of the Massachusetts statehouse. It caused a mad rush on our local Freedom Trail, where tourists daily visit the famous sites all over Boston.

Eventually marketers will find ways to avoid these catastrophes. Guerilla marketing is part of our new wave of "one-to-one marketing" and "word of mouth," our new century's buzzwords.

Fred Morath
Fred Morath Direct Marketing
Natick MA