49079079 advertising-ethics-ppt


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49079079 advertising-ethics-ppt

  1. 1. Advertising Ethics
  2. 2.  Definition of Advertising Primary function of Advertisings Commercial Advertising and its features
  3. 3.  Advertisements can succeed in 2 ways: 1) by creating desire for the seller’s product in consumers 2) by creating a belief in consumers
  4. 4. Various features of ethical aspects of advertising• Social Effects of Advertising Psychological Effects of Advertising Advertising and waste Advertising and Market Power• Advertising and the creation of Consumer Desires
  5. 5. Advertising and its Effects on Consumer BeliefsAll communication involves three terms: the author(s) the medium the audience
  6. 6. Ethical issues in Marketing Communications Ethics in our context involves matters of right and wrong, or moral, conduct pertaining to any aspect of marketing communications 6
  7. 7. The Ethics of Targeting• Ethical debate—practice of targeting products and communications efforts to segments that, for various psychosocial and economic reasons, are vulnerable to marketing communications. 7
  8. 8. Targeting to Children and Teens• Products targeted to kids are unnecessary and the communications involved are exploitative• Use of posters, book covers, free magazines, advertising, and other so-called learning tools• Placing products in movies with tie-in merchandise programs 8
  9. 9. Targeting to Children and Teens• Targeting adult products to preadults—Miller Brewing Company— “bolder” beer• Use of unacceptable images—cartoons—greatest recent controversy is Joe Camel and Camel cigarettes• Marketing of adult-oriented entertainment products to children and teens: Violent films, video games, and music 9
  10. 10. Is Targeting Unethical or Just Good Marketing?Two arguments:• Targeting benefits rather than harms consumers—provide consumer with products best suited to their particular needs and wants• Concerned not with fulfilling consumers’ needs and wants, but rather with exploiting consumer vulnerabilities 10
  11. 11. Ethical Issues in Packaging and BrandingFour Aspects:1) Label information2) Packaging graphics3) Packaging safety4) Environmental implications 11
  12. 12. Ethical Issues in Online Marketing• Overlap with ethics on advertising and promotions• Privacy is the most important ethical issue with online marketing• Invade individual’s privacy rights by selling information to other sources without the consumer’s consent 12
  13. 13. Fostering Ethical Marketing CommunicationsThe Golden Act in a way that you would want others Rule to act toward you Take only actions that would be The viewed as proper by an objectiveProfessional panel of your professional Ethics colleagues “Would l feel comfortableThe TV test explaining this action on television to the general public?” 13
  14. 14. Elements of Deception• Misleading.• Reasonable consumer.• Material. 14
  15. 15. Information Regulation Corrective advertisingA firm that misleads consumers shouldhave to use future advertisements torectify any deceptive impressions it hascreated in consumers’ minds 15
  16. 16. Thank You