Ethics in Advertising and Marketing

Introduction

Ethics in Advertising and Marketing

Ethics in Advertising and Marketing

Definitions

Marketing ethics is the systematic study of how moral standards are applied to marketing decisions, behaviors, and institutions.

– Ethics in Marketing, International Cases and Perspectives, Patrick E. Murphy, Gene R. Laczniak, and Andrea Prothero, p. 4

Ethics in Advertising and Marketing

Definitions

Ethical marketing refers to practices that emphasize transparent, trustworthy, and responsible personal and/or organizational marketing policies and actions that exhibit integrity as well as fairness to consumers and other stakeholders.

– Ethics in Marketing, International Cases and Perspectives, Patrick E. Murphy, Gene R. Laczniak, and Andrea Prothero, p. 4

Ethics in Advertising and Marketing

Pricing

• Price gouging

• Price fixing and collusion

• Predatory pricing

Ethics in Advertising and Marketing

Product Issues

• Product safety

• Product counterfeits

• Health effects

Ethics in Advertising and Marketing

Sales Tactics

• High-pressure selling tactics

• Coercion in channel distribution (price concessions)

• Over the top psychological approaches (fear-based selling)

Ethics in Advertising and Marketing

Advertising

• Sexual exploitation of gender or ethnic stereotyping

• Bait and switch advertising

• Misleading online advertising

• Deceptive advertising

Ethics in Advertising and Marketing

Ethics in Advertising and Marketing

Ethics in Advertising and Marketing

Hunky Dory

• Brand owned by Irish company Largo Foods

• Campaign ran after Ireland won Grand Slam for Six Nations Competition

• Advertising Standards Authority for Ireland received 300+ complaints

• Irish Rugby Football Union criticized the ads and threatened legal action

• Largo: recession, brand personality, fun!

Ethics in Advertising and Marketing

Marketing Change

11

Ethics in Advertising and Marketing

Old

• One to many

• Synchronous

• “Push” marketing

• Geographic barriers

• Unique Selling Proposition

• Sales funnel

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Ethics in Advertising and Marketing 13

Old Marketing Paradigm The Sales Funnel

Leads

Sales Cycle

Sales Revenues

Ethics in Advertising and Marketing

New

• Many to many

• Asynchronous

• “Pull” marketing

• Geographic boundaries fall

• UBN: Unique Buying Need

• Buying funnel

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Ethics in Advertising and Marketing 15

New Marketing Paradigm The Buying Funnel

Prospects

Buy Cycle

Customers

Ethics in Advertising and Marketing

Group Project Tip - Powerpoint

• Powerpoint is one form of presentation for the Group Project

• Watch this video on effective Powerpoints:

http://vimeo.com/56559291

Ethics in Advertising and Marketing

Group Project Tip - Infographic

• What is an infographic?Information graphics or infographics are graphic visual representations ofinformation, data or knowledge intended to present complex informationquickly and clearly.[1][2] They can improve cognition by utilizing graphics toenhance the human visual system’s ability to see patterns and trends.[3][4] Theprocess of creating infographics can be referred to as datavisualization, information design, or information architecture.[2] (Wikipedia)

• Examples– http://www.centerforpublictrust.org/2012/04/13/ethi

cs-awareness-marapr-2012/

– http://www.caldwellforhouse.com/news/infographic-georgias-ethics-problem/

Ethics in Advertising and Marketing

Personal Mission Statement

Writing a Personal Mission Statement

If you want to begin writing a mission statement, I suggest opening up a new Word document or taking a blank sheet of paper and answering the three following questions:

– Who do I want to be?

– What do I want to do?

– What do I value?

• http://www.thechangeblog.com/how-a-personal-mission-statement-can-help-you-change/

Ethics in Advertising and Marketing

Personal Mission Statement

“I will support innovative ideas and companies by investing resources and time in people, products, and services that use technology and/or new approaches to transform their industries. I will continue to serve as a mentor to young entrepreneurs and position myself as an advocate for entrepreneurship. Finally, I will devote myself to philanthropic efforts that create meaningful and positives change for youths.” http://www.forbes.com/sites/patrickhull/2012/12/27/3-tips-for-a-resolution-youll-keep-your-personal-mission-statement/

Ethics in Advertising and Marketing

Personal Mission Statement

I want to continuously promote and foster a cooperative environment wherever I go.I want to make everyone feel welcome in my presence, and yet retain my strength and individuality.I will use my talents as a communicator to teach others.I will use my social skills to bring people closer together.I will be inspired by the smallest of challenges.I will live in awe of my good fortune in life.

http://www.inspirational-sayings-in-action.com/example-of-a-personal-mission-statement.html