1. Introduction
Ethics in Advertising and Marketing
Ethics in Advertising and Marketing

2. Definitions
Marketing ethics is the systematic study of how
moral standards are applied to marketing
decisions, behaviors, and institutions.
– Ethics in Marketing, International Cases and Perspectives, Patrick E.
Murphy, Gene R. Laczniak, and Andrea Prothero, p. 4
Ethics in Advertising and Marketing

3. Definitions
Ethical marketing refers to practices that
emphasize transparent, trustworthy, and
responsible personal and/or organizational
marketing policies and actions that exhibit
integrity as well as fairness to consumers and
other stakeholders.
– Ethics in Marketing, International Cases and Perspectives, Patrick E.
Murphy, Gene R. Laczniak, and Andrea Prothero, p. 4
Ethics in Advertising and Marketing

4. Pricing
• Price gouging
• Price fixing and collusion
• Predatory pricing
Ethics in Advertising and Marketing

5. Product Issues
• Product safety
• Product counterfeits
• Health effects
Ethics in Advertising and Marketing

6. Sales Tactics
• High-pressure selling tactics
• Coercion in channel distribution (price
concessions)
• Over the top psychological approaches (fear-
based selling)
Ethics in Advertising and Marketing

7. Advertising
• Sexual exploitation of gender or ethnic
stereotyping
• Bait and switch advertising
• Misleading online advertising
• Deceptive advertising
Ethics in Advertising and Marketing

8. Ethics in Advertising and Marketing

9. Ethics in Advertising and Marketing

10. Hunky Dory
• Brand owned by Irish company Largo Foods
• Campaign ran after Ireland won Grand Slam
for Six Nations Competition
• Advertising Standards Authority for Ireland
received 300+ complaints
• Irish Rugby Football Union criticized the ads
and threatened legal action
• Largo: recession, brand personality, fun!
Ethics in Advertising and Marketing

11. Marketing Change
11
Ethics in Advertising and Marketing

12. Old
• One to many
• Synchronous
• “Push” marketing
• Geographic barriers
• Unique Selling
Proposition
• Sales funnel
Ethics in Advertising and Marketing 12

13. Old Marketing Paradigm
The Sales Funnel
Leads
Sales Cycle
Sales Revenues
Ethics in Advertising and Marketing 13

14. New
• Many to many
• Asynchronous
• “Pull” marketing
• Geographic
boundaries fall
• UBN: Unique Buying
Need
• Buying funnel
Ethics in Advertising and Marketing 14

15. New Marketing Paradigm
The Buying Funnel
Prospects
Buy Cycle
Customers
Ethics in Advertising and Marketing 15

16. Group Project Tip - Powerpoint
• Powerpoint is one form of presentation for the Group
Project
• Watch this video on effective Powerpoints:
http://vimeo.com/56559291
Ethics in Advertising and Marketing

17. Group Project Tip - Infographic
• What is an infographic?
Information graphics or infographics are graphic visual representations of
information, data or knowledge intended to present complex information
quickly and clearly.[1][2] They can improve cognition by utilizing graphics to
enhance the human visual system’s ability to see patterns and trends.[3][4] The
process of creating infographics can be referred to as data
visualization, information design, or information architecture.[2] (Wikipedia)
• Examples
– http://www.centerforpublictrust.org/2012/04/13/ethi
cs-awareness-marapr-2012/
– http://www.caldwellforhouse.com/news/infographic-
georgias-ethics-problem/
Ethics in Advertising and Marketing

18. Personal Mission Statement
Writing a Personal Mission Statement
If you want to begin writing a mission statement, I suggest
opening up a new Word document or taking a blank sheet
of paper and answering the three following questions:
– Who do I want to be?
– What do I want to do?
– What do I value?
• http://www.thechangeblog.com/how-a-personal-
mission-statement-can-help-you-change/
Ethics in Advertising and Marketing

19. Personal Mission Statement
“I will support innovative ideas and companies by
investing resources and time in
people, products, and services that use technology
and/or new approaches to transform their
industries. I will continue to serve as a mentor to
young entrepreneurs and position myself as an
advocate for entrepreneurship. Finally, I will devote
myself to philanthropic efforts that create
meaningful and positives change for youths.”
http://www.forbes.com/sites/patrickhull/2012/12/27/3-tips-for-a-resolution-
youll-keep-your-personal-mission-statement/
Ethics in Advertising and Marketing

20. Personal Mission Statement
I want to continuously promote and foster a cooperative
environment wherever I go.
I want to make everyone feel welcome in my
presence, and yet retain my strength and individuality.
I will use my talents as a communicator to teach others.
I will use my social skills to bring people closer together.
I will be inspired by the smallest of challenges.
I will live in awe of my good fortune in life.
http://www.inspirational-sayings-in-action.com/example-of-a-
personal-mission-statement.html
Ethics in Advertising and Marketing