2. Definition of Advertising
Primary function of Advertisings
Commercial Advertising and its features
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. 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. Advertising and its Effects on Consumer Beliefs
All communication involves three
terms:
the author(s)
the medium
the audience
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
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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.
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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
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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
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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
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11. Ethical Issues in Packaging and Branding
Four Aspects:
1) Label information
2) Packaging graphics
3) Packaging safety
4) Environmental implications
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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
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13. Fostering Ethical Marketing
Communications
The 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 objective
Professional
panel of your professional
Ethics colleagues
“Would l feel comfortable
The TV test explaining this action on
television to the general public?”
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15. Information Regulation
Corrective advertising
A firm that misleads consumers should
have to use future advertisements to
rectify any deceptive impressions it has
created in consumers’ minds
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