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  • 1. Week Four – 3/14/13Ethics in Advertising and Marketing Ethics in Advertising and Marketing
  • 2. Week Four - Agenda• Administrivia• Case Discussion – Honest Tea and Coke• Guest Speaker – Todd Putnam, CMO Bolthouse Farms• Featured Ad - Motrin – https://www.youtube.com/watch?v=FEPcdKRditg – https://www.youtube.com/watch?v=XO6SlTUBA38• Group Projects – Infographics resources (FYI only) Ethics in Advertising and Marketing
  • 3. Administrivia• Instructor - Jennifer Beever IMCP• jenbeever@gmail.com• 818-347-4248 (cell)• Slides posted on Slideshare http://www.slideshare.net/jenbeever• Documents/cases posted on Scribd http://www.scribd.com/NewIncite Ethics in Advertising and Marketing
  • 4. Week Three – 3/7 Administrivia -Ethics in Marketing Homework: Short Case Study -Ethics in Selling #4 Honest Tea & Coke -Trust & Transparency Additional article(s), video(s) TBAWeek Four – 3/14 -(CSR) Corporate Social Discussion, Honest Tea & Responsibility Programs Coke case -Core Values Homework: GROUP PROJECT -Making Ethical Decisions (Start working on in-class presentations on ethics case or issue of your choice, due 3/28) Format may be a video you produce, a skit or role play, an infographic, a presentation….Week Five – 3/21 -Ethical Marketing Research Discussion, ethical marketing Practices research -Using the Internet for market Work on Final Group Projects, research due 3/28Week Six – 3/28 Final Group Presentations Take Home Final Exam – answers due by 4/3 Written Code of Ethics for your business, your soon-to- be place of business, or personal due 4/3 Ethics in Advertising and Marketing
  • 5. AdministriviaGrading:Course grades will be based on participation and completion of assignments as follows:% Item25% Written Short Case Studies and Homework Assignments30% Active Case participation and discussions20% Final Group Case Study Research and In-Class Presentation25% Final exam with Case Study Essay Ethics in Advertising and Marketing
  • 6. Honest Tea Case• How should Goldman respond to Coke’s request about packaging statement?• How have other multi-nationals handled smaller subsidiaries with ethical mission?• Coke’s sustainability and corporate responsibility report – are you impressed? Ethics in Advertising and Marketing
  • 7. Basic Perspectives for Evaluating and Improving Marketing Ethics BP3: Marketers are responsible for whatever they intend as a means or end with a marketing actionBP5: Marketers should articulate and embrace BP6: Adoption of a stakeholder orientation is a core set of ethical principles essential to ethical marketing decisions BP1: Ethical marketing puts people firstBP4: Organizations should cultivate better and BP7: Organizations should delineate an ethical higher moral imagination in their managers decisions making protocol and employees BP2: Ethical marketers must achieve a behavioral standard above the law Ethics in Marketing, International Cases and Perspectives, Patrick E. Murphy, Gene R. Laczniak, and Andrea Prothero, p. 7 Ethics in Advertising and Marketing
  • 8. Basic Perspectives1. People first2. Above the law3. Intentions, means & end4. Cultivate moral imagination5. Use ethical principles6. Have stakeholder orientation7. Use a decision making protocol Ethics in Advertising and Marketing
  • 9. Ad Review• Motrin Ad – Children’s Motrin – https://www.youtube.com/watch?v=FEPcdKRditg – https://www.youtube.com/watch?v=XO6SlTUBA3 8 Ethics in Advertising and Marketing
  • 10. Group Project• All must have documented sources• Presentations (Guy Kawasaki’s 10-20-30) – http://vimeo.com/56559291• Infographic, mock ad campaign• Skit or role play, video• Get creative!• Given case or your choice of topic Ethics in Advertising and Marketing
  • 11. Infographics• Hubspot – Blog post on great infographics – http://blog.hubspot.com/blog/tabid/6307/bid/28 436/10-Traits-of-Amazingly-Awesome- Infographics.aspx• Hubspot – How to create infographics from Powerpoints – http://offers.hubspot.com/how-to-easily-create- five-fabulous-infographics-in-powerpoint Ethics in Advertising and Marketing
  • 12. Homework For Class Five, 3/21• Toys from China case• Cadbury Chocolate case• http://www.scribd.com/NewIncite (Links TBA)• Submit written case question answers to jenbeever@gmail.com Ethics in Advertising and Marketing