1. Week Four – 3/14/13
Ethics in Advertising and Marketing
Ethics in Advertising and Marketing

2. Week Four - Agenda
• Administrivia
• Case Discussion – Honest Tea and Coke
• Guest Speaker – Todd Putnam, CMO Bolthouse
Farms
• Featured Ad - Motrin
– https://www.youtube.com/watch?v=FEPcdKRditg
– https://www.youtube.com/watch?v=XO6SlTUBA38
• Group Projects
– Infographics resources (FYI only)
Ethics in Advertising and Marketing

3. Administrivia
• Instructor - Jennifer Beever IMCP
• jenbeever@gmail.com
• 818-347-4248 (cell)
• Slides posted on Slideshare
http://www.slideshare.net/jenbeever
• Documents/cases posted on Scribd
http://www.scribd.com/NewIncite
Ethics in Advertising and Marketing

4. Week Three – 3/7
Administrivia
-Ethics in Marketing Homework: Short Case Study
-Ethics in Selling #4 Honest Tea & Coke
-Trust & Transparency Additional article(s), video(s)
TBA
Week Four – 3/14 -(CSR) Corporate Social Discussion, Honest Tea &
Responsibility Programs Coke case
-Core Values Homework: GROUP PROJECT
-Making Ethical Decisions (Start working on in-class
presentations on ethics case
or issue of your choice, due
3/28)
Format may be a video you
produce, a skit or role play, an
infographic, a presentation….
Week Five – 3/21 -Ethical Marketing Research Discussion, ethical marketing
Practices research
-Using the Internet for market Work on Final Group Projects,
research due 3/28
Week Six – 3/28 Final Group Presentations Take Home Final Exam –
answers due by 4/3
Written Code of Ethics for
your business, your soon-to-
be place of business, or
personal due 4/3
Ethics in Advertising and Marketing

5. Administrivia
Grading:
Course grades will be based on participation and completion of assignments as follows:
% Item
25% Written Short Case Studies and Homework Assignments
30% Active Case participation and discussions
20% Final Group Case Study Research and In-Class Presentation
25% Final exam with Case Study Essay
Ethics in Advertising and Marketing

6. Honest Tea Case
• How should Goldman respond to Coke’s
request about packaging statement?
• How have other multi-nationals handled
smaller subsidiaries with ethical mission?
• Coke’s sustainability and corporate
responsibility report – are you impressed?
Ethics in Advertising and Marketing

7. Basic Perspectives for Evaluating and Improving Marketing Ethics
BP3: Marketers are responsible for whatever
they intend as a means or end with a
marketing action
BP5: Marketers should articulate and embrace BP6: Adoption of a stakeholder orientation is
a core set of ethical principles essential to ethical marketing decisions
BP1: Ethical marketing puts people first
BP4: Organizations should cultivate better and
BP7: Organizations should delineate an ethical
higher moral imagination in their managers
decisions making protocol
and employees
BP2: Ethical marketers must achieve a
behavioral standard above the law
Ethics in Marketing, International Cases and Perspectives, Patrick E.
Murphy, Gene R. Laczniak, and Andrea Prothero, p. 7
Ethics in Advertising and Marketing

8. Basic Perspectives
1. People first
2. Above the law
3. Intentions, means & end
4. Cultivate moral imagination
5. Use ethical principles
6. Have stakeholder orientation
7. Use a decision making protocol
Ethics in Advertising and Marketing

9. Ad Review
• Motrin Ad – Children’s Motrin
– https://www.youtube.com/watch?v=FEPcdKRditg
– https://www.youtube.com/watch?v=XO6SlTUBA3
8
Ethics in Advertising and Marketing

10. Group Project
• All must have documented sources
• Presentations (Guy Kawasaki’s 10-20-30)
– http://vimeo.com/56559291
• Infographic, mock ad campaign
• Skit or role play, video
• Get creative!
• Given case or your choice of topic
Ethics in Advertising and Marketing

11. Infographics
• Hubspot – Blog post on great infographics
– http://blog.hubspot.com/blog/tabid/6307/bid/28
436/10-Traits-of-Amazingly-Awesome-
Infographics.aspx
• Hubspot – How to create infographics from
Powerpoints
– http://offers.hubspot.com/how-to-easily-create-
five-fabulous-infographics-in-powerpoint
Ethics in Advertising and Marketing

12. Homework For Class Five, 3/21
• Toys from China case
• Cadbury Chocolate case
• http://www.scribd.com/NewIncite (Links TBA)
• Submit written case question answers to
jenbeever@gmail.com
Ethics in Advertising and Marketing