Post on 07-Dec-2014
description
Advertising Ethics
Definition of Advertising
Primary function of Advertisings
Commercial Advertising and its features
Advertisements can succeed in 2 ways:
1) by creating desire for the seller’s product in consumers
2) by creating a belief in consumers
Various features of ethical aspects of advertising
• Social Effects of Advertising Psychological Effects of Advertising Advertising and wasteAdvertising and Market Power
• Advertising and the creation of Consumer Desires
Advertising and its Effects on Consumer Beliefs
All communication involves three terms:
the author(s) the medium the audience
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Ethical issues in Marketing Communications
Ethics in our context involves matters of right and wrong, or moral, conductpertaining to any aspect of marketing
communications
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The Ethics of Targeting
• Ethical debate—practice of targeting products and communications efforts to segments that, for various psychosocial and economic reasons, are vulnerable to marketing communications.
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Targeting to Children and Teens
• Products targeted to kids are unnecessary and the communications involved are exploitative
• Use of posters, book covers, free magazines, advertising, and other so-called learning tools
• Placing products in movies with tie-in merchandise programs
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Targeting to Children and Teens
• Targeting adult products to preadults—Miller Brewing Company— “bolder” beer
• Use of unacceptable images—cartoons—greatest recent controversy is Joe Camel and Camel cigarettes
• Marketing of adult-oriented entertainment products to children and teens:
Violent films, video games, and music
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Is Targeting Unethical or Just Good Marketing?
Two arguments:
• Targeting benefits rather than harms consumers—provide consumer with products best suited to their particular needs and wants
• Concerned not with fulfilling consumers’ needs and wants, but rather with exploiting consumer vulnerabilities
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Ethical Issues in Packaging and Branding
Four Aspects:
1) Label information
2) Packaging graphics
3) Packaging safety
4) Environmental implications
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Ethical Issues in Online Marketing
• Overlap with ethics on advertising and promotions
• Privacy is the most important ethical issue with online marketing
• Invade individual’s privacy rights by selling information to other sources without the consumer’s consent
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Fostering Ethical Marketing Communications
Act in a way that you would want others
to act toward youThe Golden
Rule
The Professional
Ethics
The TV test
Take only actions that would beviewed as proper by an objectivepanel of your professionalcolleagues
“Would l feel comfortableexplaining this action on television to the general public?”
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Elements of Deception
• Misleading. • Reasonable consumer. • Material.
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Information RegulationCorrective advertising
A firm that misleads consumers shouldhave to use future advertisements torectify any deceptive impressions it hascreated in consumers’ minds
Thank You