Background information on the identities and ethics that surround the world of advertising on the web.

2. Ethical Marketing
“Selling goods by doing good”
Seeks to promote honesty,
fairness, and responsibility in
all advertising
Tricky because everyone has
different ideas of right and
wrong (gray area)
High ethics + innovation = good
brand perception

3. Honesty ROI
Honesty of Relationship: Say who you’re representing
Honesty of Opinion: Say what you really believe
Honesty of Identity: Never lie about who you are

4. Non-Ethical Methods
Advertising claims that are partly true/ring true to
make consumers buy products that are not in their
best interest
Pharmaceuticals
Fast Food- lifestyle ads
Cosmetics – targeting certain ages
Magazine content

5. Non-Ethical Methods
Exaggeration
Puffery
Stereotyping
False brand comparisons
Who are you comparing
Children in advertising
Unverified claims

6. Some ethical companies
Colgate-Palmolive
All State
Dell Inc.
Ford
Gap
Kelloggs
Loreal
Petco
Hershey
Visa
By Forbes
“Unethical ads will get you more fixations, but ethical
business practices will attract more loyal customers in the
long run.”
-Jakob Nielson, Web Usability Expert

7. Examples of Non-Ethical
Advertising

9. Is it ethical?

12. Brand Marketing & Identities
A company’s brand represents their market
identity—who they are, what they do, what kind of
quality they provide, their reputation for
trustworthiness, and more
Promoting through social media privacy settings
Using the user’s identities to their advantage

13. Brand Marketing Positives
Marketer can read:
Data of what people like
What their affiliations are
How they engage with the world online
Shapes their best audience
Consumer determines their
marketing experience

14. Brand Marketing Negatives
Small differences between brands may make
people act on irrational motives (brand loyalty, status)
Enhances consumerism/destructive patterns of
consumption
Contributes to stereotypes through ads

16. Oreo Daily Twist Campaign
2012- to celebrate 100 years
History with a twist of current
news
Spark conversation and sharing
Time relevant, news relevant
Got info from brand marketing

17. Works Cited
 Diaz, A. (2012). Oreo’s 100-Day 'Daily Twist' Campaign Puts Cookie in
Conversation. Adage.com. Retrieved from http://adage.com/article/digital/oreo-
s-daily-twist-campaign-puts-cookie-conversation/237104/
 Ethics in Advertising. Eternal World Television Network. Retreieved from
https://www.ewtn.com/library/CURIA/PCSCADVR.HTM
 Gutierrez, M. (2012). The ethics of social media marketing. The Huffington Post.
Retrieved from http://www.huffingtonpost.com/mateo-gutierrez/social-media-
marketing_b_2206357.html
 Ethical Marketing. (2012). Marketing-Schools.org Retrieved from
http://www.marketing-schools.org/types-of-marketing/ethical-marketing.html
 Markgaf, B. (2016) Examples of Questionable Marketing Ethics. Demand Media.
Houston Chronicle. Retrieved from http://smallbusiness.chron.com/examples-
questionable-marketing-ethics-60520.html
 Adams, S. (2015). The World’s Most Ethical Companies 2015. Forbes.com.
Retrieved from http://www.forbes.com/sites/susanadams/2015/03/19/the-
worlds-most-ethical-companies-2015/2/#ad02c0333919
 Sernovitz, A. (2015). Word of Mouth Ethics and Social Media Ethics 101. GasPedal
LLC. Retrieved from http://damniwish.com/ethics/