Read the Resolving Ethical Business Challenges case at the covering Daniel and his role at the YOLO compay and his concerns over a bacon product spokesperson. Then respond to the end of chapter questions. Attached is the case Study and the questions. RESOLVING ETHICAL BUSINESS CHALLENGES* Daniel just graduated from Michigan University and "No question about it. As far as bacon goes, Uber is landed a job as a copywriter at Young, Olsen, Lindle, second to none in taste. If people are going to eat bacon, and Olson (YOLO) Advertising assigned to one of the why not eat the best? Even if it is a heart attack waiting to subsidiary accounts of Delicious Uber Bacon Ingredi- happen," Ms. Kunies joked. ents Extraordinaire Corporation. This conglomerate was The next day Chloe asked Daniel how it went. He primarily a food processing manufacturer beginning 100 explained their conversation and expressed concern over years ago with pork in the Midwest. Overall corporate the fact Ms. Kunies is currently a vegetarian, and she sales of beef, chicken, pork, and seafood were more than attributed her high cholesterol to Uber bacon. Daniel $750 million each year. YOLO considered many adver- felt relief when he saw the concern in Chloe's face, but tising options and opted for a celebrity spokesperson. soon realized her concern was about Ms. Kunies pullThat meant Daniel would work with Gloria Kunies as ing out of the advertisement. Daniel reassured Chloe the celebrity endorser. Ms. Kunies is a well-known, well- that Ms. Kunies still wanted to promote the product, loved, young, and vibrant actress with a large younger but it seemed like a contradiction to have a vegetarian following. promoting bacon. Chloe responded by saying as long as Chloe, President of YOLO, asked Daniel to step Ms. Kunies had eaten the bacon at some point in her life into her office. "Daniel, this new account is a good start and thinks it is a good product, it makes no difference as for you. We usually don't let our new copywriters han- to whether she currently eats the bacon. She continued, dle accounts by themselves, but you have proven to be "Sometimes in advertising, you have to add a spin to the a capable employee. Your job on this account is to write message you are communicating so it fits with the prodcopy for the commercials using Ms. Kunies's product uct you are selling. Not only are you selling a product, testimonials. The copy needs to be crafted as a testimo- but more importantly, you are selling an experience, a nial, targeting the market of 17- to 30 -year-olds. Ms. feeling, an idea that appeals to consumers." Kunies already signed an affidavit as to being a bona fide As Daniel walked home that evening, he wondered user of the product. The scripts should feature her tes- how he was going to write this advertisement. He did tifying to the quality, value, and tastiness of the bacon. not want to begin his career in a dishonest manner, but I want you to meet her tomorrow so you can sta.

1. Read the Resolving Ethical Business Challenges case at the covering Daniel and his role at the
YOLO compay and his concerns over a bacon product spokesperson. Then respond to the end of
chapter questions. Attached is the case Study and the questions.
RESOLVING ETHICAL BUSINESS CHALLENGES* Daniel just graduated from Michigan
University and "No question about it. As far as bacon goes, Uber is landed a job as a copywriter
at Young, Olsen, Lindle, second to none in taste. If people are going to eat bacon, and Olson
(YOLO) Advertising assigned to one of the why not eat the best? Even if it is a heart attack
waiting to subsidiary accounts of Delicious Uber Bacon Ingredi- happen," Ms. Kunies joked.
ents Extraordinaire Corporation. This conglomerate was The next day Chloe asked Daniel how it
went. He primarily a food processing manufacturer beginning 100 explained their conversation
and expressed concern over years ago with pork in the Midwest. Overall corporate the fact Ms.
Kunies is currently a vegetarian, and she sales of beef, chicken, pork, and seafood were more
than attributed her high cholesterol to Uber bacon. Daniel $750 million each year. YOLO
considered many adver- felt relief when he saw the concern in Chloe's face, but tising options
and opted for a celebrity spokesperson. soon realized her concern was about Ms. Kunies pullThat
meant Daniel would work with Gloria Kunies as ing out of the advertisement. Daniel reassured
Chloe the celebrity endorser. Ms. Kunies is a well-known, well- that Ms. Kunies still wanted to
promote the product, loved, young, and vibrant actress with a large younger but it seemed like a
contradiction to have a vegetarian following. promoting bacon. Chloe responded by saying as
long as Chloe, President of YOLO, asked Daniel to step Ms. Kunies had eaten the bacon at some
point in her life into her office. "Daniel, this new account is a good start and thinks it is a good
product, it makes no difference as for you. We usually don't let our new copywriters han- to
whether she currently eats the bacon. She continued, dle accounts by themselves, but you have
proven to be "Sometimes in advertising, you have to add a spin to the a capable employee. Your
job on this account is to write message you are communicating so it fits with the prodcopy for
the commercials using Ms. Kunies's product uct you are selling. Not only are you selling a
product, testimonials. The copy needs to be crafted as a testimo- but more importantly, you are
selling an experience, a nial, targeting the market of 17- to 30 -year-olds. Ms. feeling, an idea
that appeals to consumers." Kunies already signed an affidavit as to being a bona fide As Daniel
walked home that evening, he wondered user of the product. The scripts should feature her tes-
how he was going to write this advertisement. He did tifying to the quality, value, and tastiness
of the bacon. not want to begin his career in a dishonest manner, but I want you to meet her
tomorrow so you can start the he also wanted to produce work that pleased his boss. writing
process and understand her personality in order He tried to think of creative ways to mask the
contrato script the messages. Spend the rest of the day immers- diction of the advertisement.

2. Maybe with humor? He ing yourself in her biography and researching her on the asked himself if
this approach would still feel dishonInternet." As Daniel left Chloe's office he remembered a est.
The next morning Daniel was going to meet with Facebook post about Ms. Kunies being a
vegetarian. both Ms. Kunies and Chloe about what he had written The next day at their meeting,
Daniel asked her if thus far. she had actually tasted the bacon. Ms. Kunies replied, "Why yes,
technically and legally I have tried Uber. In fact, I've been a huge fan since I was a kid. Bacon is
my QUESTIONS | EXERCISES favorite food. I've done several testimonials in the past 1.
Describe the ethical issues that D aniel is encountering. and know the American Advertising
Federation (AAF) 2. Does this situation in any way violate the concepts of rules. I know as long
as my comments are based on ver- fairness, honesty, and integrity? ifiable personal use, the
message cannot be challenged 3 . If the advertisement does not violate any laws, then as
deceptive. In fact, Uber bacon has been a favorite of why should Daniel be concerned? What are
the possimine since I was young. It wasn't until a month ago I ble consequences of the
advertisement? became a vegetarian. Eating all that bacon for decades really did a number on my
cholesterol." "So, you feel comfortable about endorsing Uber "This case is strictly hypothetical;
any resemblance to real persons, even though you don't eat it now?" asked Daniel. companies, or
situations is coincidental.