The Herb Schmertz Era: When Public Relations Had Some Balls
Marketing Craftmanship
JULY 5, 2013
Under his regime of “creative confrontation,” Schmertz applied a number of innovative and controversial tactics including: Introduction of modern-day advocacy advertising, or “advertorials,” which first appeared on the OpEd page of the New York Times in 1970. Masterpiece Theatre Mobil Oil Corp.
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