Norfolk Southern Corporation: Balanced Competition campaign

Allison I. Porter

In addition to its more common use as a means of persuading consumers to buy products, advertising can be used to sway public opinion on various issues.

Norfolk Southern Corporation: Balanced Competition campaign

Allison I. Porter

Overview

In addition to its more common use as a means of persuading consumers to buy products, advertising can be used to sway public opinion on various issues. In late 1996 Norfolk Southern used both print and television ads to convince Conrail shareholders to vote against the merger of Conrail and CSX. The stakes were high, for if the acquisition were successful, Norfolk Southern would be dwarfed by the combined Conrail and CSX. Alternatively, if it could block the merger and acquire Conrail, Norfolk Southern argued, perhaps balanced competition would result...

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