Marketing ethics fina
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Transcript of Marketing ethics fina
Part 6 Marcom Constrains
Ethical- Regulatory & Environmental Issues
WHY - HOW?
ETHICAL ISSUES
REGULATIONS
GREEN MARKETING
The Ethics Of Targeting
Targeting Children and Teens
Targeting
Food & Beverage Products
Tobacco & Alcohol Products
Miscellaneous Products
Economically Disadvantage
d Products
Obesity - Exploitive
Is Targeting Unethical or just Good Marketing ??
Ethical Issues in Advertising
Untruthful & Deceptive
MANIPULATIVE
Offensive
Persuades peoplebuying
things They don’t really
Need
Plays On fears & Insecurities
Creates Stereotypes
A Trade Association’s Code Of Ethical Standards
Public Relations
Packaging & Branding
Sales Promotion
Ethical Issues in
Ethical Issues in Online Marketing
Privacy Concern- Falsified testimonials
Fostering Ethical Marketing Communications
Regulation of Marketing Communications
When Is Regulation Justified?
• When Consumer decisions are based on False Or Limited Information .
• When Benefits realized exceed the costs
Regulation By Federal Agencies
When Marketing becomes Deceptive ?
• 1- Misleading • 2- Reasonable
Consumer• 3- Material
Cunning Forms Of Ads Deception
• BUZZ BUILDING or VIRAL CAMPAIGNS • INFOMERCIALS
Unfair Practice Considerations
Offends Publ
ic Policy
Immoral – Unethical
or Oppressiv
e
Cause substantial Injury
to Consum
ers\ competitors or other
business
Information Regulation• Corrective
Advertising
Product Labeling Info. Must
appear
Prescription Drug
Ads.Side
effects
Regulation By state Agencies
• Stronger preferred
Advertising Self Regulation
• By advertisers- industry & associations
Media Self RegulationAdvertising Clearing Process
NARCNational Advertising Review
Council
-Self Regulation-
Environmental Marketing
Communications Green Marketing Initiatives
Seal Of Approval Program
Cause & Event – Oriented Sponsorship
Point Of Purchase Programs – DM efforts & Out door Adv. Responcses
Guidelines for Green Marketing Clear Qualifications &
Disclosures
Clear Application of the claims
Real Environmental attributes – benefits (not overstated)
Sufficient comparisons
Ethics ..
The Other side Of Marketing
You name it
Respected Marketing Practices
MARCOM tools are like any other Tools around
depends on the way you use it
Ethics Does Matter .. it is the main Matter