Capítulo 14 Clow y Baack
Upcoming SlideShare
Loading in...5
×
 

Capítulo 14 Clow y Baack

on

  • 732 views

Del libro Publicidad, promoción y comunicación integral en marketing. de los autores Clow y Baack. Estas presentaciónes normalmente son de apoyo para el profesor, pero las comparto por si no las ...

Del libro Publicidad, promoción y comunicación integral en marketing. de los autores Clow y Baack. Estas presentaciónes normalmente son de apoyo para el profesor, pero las comparto por si no las han logrado obtener. El libro es genial.

Statistics

Views

Total Views
732
Views on SlideShare
730
Embed Views
2

Actions

Likes
0
Downloads
42
Comments
0

1 Embed 2

http://www.facebook.com 2

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Capítulo 14 Clow y Baack Capítulo 14 Clow y Baack Presentation Transcript

  • 14 Chapter Fourteen Regulations and Ethical Concerns Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-1
  • A Salty Solution14 • • • • Humans need sodium Concern about sodium content of foods Health concerns about sodium Food industry slow to respond • Salt provides flavor • Salt preserves food • Fast-foods and restaurants • Consume more than 3,000 milligrams/day • Low salt foods • Lays • Campbell’s Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-2
  • Regulations and14 Ethical Concerns Chapter Overview •Legal environment •Marketing communication regulations •Federal Trade Commission •Industry oversight of marketing •Ethics and social responsibility •Ethical concerns •Responding to ethical challenges •Social responsibility Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-3
  • FIGURE 14.2Governmental Regulatory Agencies • Federal Trade Commission (FTC) • Food & Drug Administration (FDA) • Federal Communications Commission (FCC) • US Postal Service (USPS) • Bureau of Alcohol, Tobacco, and Firearms (ATF) Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-4
  • Federal Trade Commission (FTC)• Created in 1914 by passage of Federal Trade Commission Act• Original intent was to enforce anti-trust laws• FTC authority expanded in 1938 with Wheeler-Lea Amendment• Given power to – Stop unfair and deceptive advertising practices – Levy fines• Granted FTC access to courts to enforce their decisions Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-5
  • Unfair and Deceptive Marketing Practices• An advertisement or communication is deceptive or misleading if: – a substantial number of people or typical person is left with false impression or misrepresentation. – the misrepresentation induces people or the typical person to make a purchase. Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-6
  • Deception versus Puffery• Puffery – An exaggerated statement – Not factual statement• Claim is a factual statement• Puffery statements include – Best, greatest, and finest – Better – puffery or claim? • Papa John’s – “Better ingredients, better pizza” • Hunt’s – “Only the best tomatoes grow up to be Hunt’s” • Progresso – “Discover the better taste of Progresso” Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-7
  • Deception versus PufferyAd making a claim. Ad using puffery? Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-8
  • Substantiation of Claims• Claim or promise must be substantiated• Endorser must be truthful• Must represent endorser’s personal experience or opinion• Expert endorsement must be based on legitimate tests Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-9
  • To substantiate its claim that Kleenex is softer the company conducted touch tests involving consumers. Substantiating that Kleenex is “made with 24% more cottony, soft fiber,” as the ad claims, would require some type of lab test.Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-10
  • Principles Substantiation of Claims• Consumers read ads broadly• Evidence must be for actual product• Evidence from accepted experts• FTC and courts will consider totality of evidence Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-11
  • How an FTC Investigation BeginsComplaints can be lodged by any of the following • Consumers • Businesses • Congress • Media Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-12
  • FTC Actions1. Consent order  Company agrees to stop, but does not admit guilt2. Administrative complaint  Filed if no consent order agreement  Formal proceeding  Administrative judge  Both sides submit evidence  Cease and desist order Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-13
  • FTC Actions (continued)1. Consent order  Administrative complaint2. Cease and desist order3. Full Commission4. U.S. Court of Appeals5. U.S. Supreme Court Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-14
  • FTC Alternative Actions• Court system to stop unfair and deceptive practices – Company violates a cease and desist order – Actions of company so severe immediate action is needed• Other legal entities, such as state/federal attorney generals• Corrective advertising – Used rarely – Used when discontinuing false ads is not enough• Trade regulation rulings – Applies to entire industry – Holds public hearing – Accepts both oral and written arguments Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-15
  • Industry Oversight of Marketing• Council of Better Business Bureau – Bureau keeps record of complaints – Provide summary report on companies• Agencies of the CBBB – National Advertising Division (NAD) – National Advertising Review Board (NARB) – Children’s Advertising Review Unit (CARU) Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-16
  • National Advertising Division (NAD)• Receives complaints• Role is to investigate validity of complaint• Collects information and evaluates – If guilty, requests discontinuation of ad – No legal authority• Most companies abide by ruling• 225-250 cases a year• Rulings – Ad not fully substantiated – 50% to 60% – Ad fully substantiated - less than 5% Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-17
  • National Advertising Review Board (NARB) • Appeal from NAD or not resolved • Advertising professionals and civic leaders • Order similar to “Consent Order” of FTC • Appeals or refusals to accept go to FTC • Business-to-business disputes common • Only 4 referrals to FTC in last 25 years Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-18
  • Children’s Advertising Review Unit CARU • Cases involving children 12 and under • Online privacy practices of Web sites • Operates similar to the NAD • Prescreens ads directed to children (2005) Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-19
  • FIGURE 14.4 CARU Guidelines for Advertising to Children • Ads for toys should not create unreasonable expectation • Toys should look and act as they would if a child was playing with it • Ads should not blur between fantasy and reality • Ads should have clear and visible disclosures about what items come with a toy what do not • Items that require adult supervision must be shown with adults supervising the child • Products and ad content should be appropriate for childrenSource: Adopted from Wayne Keeley, “Toys and the Truth,” Playthings, Vol. 106, No. 2 (February 2008), p. 8. Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-20
  • A Radio Ad Targeted to Teens Click here to play clip Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-21
  • FIGURE 14.5Advantages of Industry Regulations • Lower cost • Faster resolution • Heard by attorneys and business professionals with experience in advertising Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-22
  • Ethics and Social Responsibility• Morals – beliefs or principles individuals hold about what is right and wrong.• Ethics – moral principles that serve as guidelines for individuals and organizations. Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-23
  • FIGURE 14.6Concerns and Criticisms of Advertising 1. Cause people to buy more than they can afford 2. Overemphasizes materialism 3. Increases the costs of goods and services 4. Perpetuates stereotypes 5. Make unsafe products, such as alcohol and tobacco, seem attractive 6. Often offensive 7. Advertising to children is unethical Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-24
  • FIGURE 14.7Ethical Issues in Marketing  Brand infringement  Medical marketing  Gifts and bribery  Spamming and cookies Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-25
  • Responding to Ethical Challenges • Hedonism • Homeostasis • Law • Religion Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-26
  • FIGURE 14.8Ethical Frameworks• Utilitarianism• Individualism• Rights approach• Justice approach Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-27
  • FIGURE 14.9Models of Social Responsibility• Invisible hand of the marketplace• Government duty• Ethical or enlightened management Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-28
  • Ethics Programs• Ethics training programs• Codes of ethics• Ethics consulting systems – Ethical hotlines – Whistle-blower Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-29
  • International Implications• Legal systems vary• Common law• Civil law• Theocratic law• Ethics and moral Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall 14-30