Two of the region's significant ballot issues coming up next month - Oregon's Measure 50 and Washington's R-67 - ought to be watched closely by marketing professionals. The point: Can sheer weight of money, Niagras of dollars, do the job of winning the public over to the side of two of the least-liked institutions in the country over to their side of an issue?
Target point for Measure 50 is tobacco companies, and for R-67 insurance companies - who better if you could choose your opposition in a popularity contest? That doesn't mean either will necessarily pass; the outcome of both is in some doubt. The biggest reason for that is that these fat-pocketed targets aren't sitting still. They're throwing major bucks into these campaigns.
Their strategies are somewhat different, befitting the availability of their targets.