Murketing

I learned a new word today. In his new book "Buying In," New York Times Magazine columnist Rob Walker writes about "Murketing." He coined the term by blending "murky" and "marketing." Mr. Walker is referring to the practice of blurring the lines between branding channels and everyday life. He cites product placements in blockbuster films, computer games and comic books; "Got Milk" billboards that are rigged to pump out the aroma of fresh-baked cookies; and Dunkin' Donuts recruiting teens to temporarily tattoo their foreheads with its brand. Last week I was in Chicago for a PR Consultants Group conference. WLS radio personality "Mancow" talked about a publicity stunt he orchestrated in 1993 involving a sidekick in a Bill Clinton mask getting a haircut on the Oakland Bay Bridge. After tying up rush hour traffic for hours, Mancow ended up being charged with a felony and millions of dollars in fines. Ouch. There's an example of murketing that clearly generated huge headlines but went painfully awry.