Marketing Communications - Chapter 21

Appreciate the ethical issues associated with advertising, sales promotions, and other marcom practices.Understand why the targeting of marketing communications toward vulnerable groups is a heatedly debated practice.Explain the role and importance of governmental efforts to regulate marketing communications.Be familiar with deceptive advertising and the elements that guide the determination of whether a particular advertisement is deceptive.
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Marketing Communications - Chapter 21 Ethical,Regulatory,and CHAPTER21 EnvironmentalIssues© 2010 South-Western, a part of Cengage Learning PowerPoint Presentation by Charlie CookAll rights reserved. The University of West Alabama Eighth Edition Chapter Objectives After reading this chapter you should be able to: 1. Appreciate the ethical issues associated with advertising, sales promotions, and other marcom practices. 2. Understand why the targeting of marketing communications toward vulnerable groups is a heatedly debated practice. 3. Explain the role and importance of governmental efforts to regulate marketing communications. 4. Be familiar with deceptive advertising and the elements that guide the determination of whether a particular advertisement is deceptive.© 2010 South-Western, a part of Cengage Learning. All rights reserved. 21–2 Chapter Objectives (cont’d) After reading this chapter you should be able to: 5. Be acquainted with the regulation of unfair business practices and the major areas where the unfairness doctrine is applied. 6. Know the process of advertising self-regulation. 7. Appreciate the role of marketing communications in environmental (green) marketing. 8. Recognize the principles that apply to all green marcom efforts.© 2010 South-Western, a part of Cengage Learning. All rights reserved. 21–3Ethical Issues in Marketing Communications• Ethics in Marcom Involves matters of right and wrong, or moral, conduct Involves moral conduct pertaining to any aspect of marketing communications pertaining Honesty, honor, virtue, integrity • Ethical Conduct Lack of consensus about what it is Ethical lapses and moral indiscretions occur under Ethical pressures of trying to meet business goals and attempting to satisfy the demands of the financial community community© 2010 South-Western, a part ofCengage Learning. All rightsreserved. 21–4 Sources of Ethical Issues Targeting Marcom Public Relations Advertising Ethical Issues in Marketing Activities and Communications Packaging Sales Promotions Communications Internet Marketing© 2010 South-Western, a part ofCengage Learning. All rightsreserved. 21–5The Ethics of Targeting• Ethical Debate Is it ethical to target products Is and communications efforts to segments that vulnerable or put at risk by these actions? put• Is Targeting Unethical or Just Is Good Marketing? Good When does a good targeting When strategy become a method of unfair (unethical) advantage? unfair© 2010 South-Western, a part ofCengage Learning. All rightsreserved. 21–6 Is Targeting Unethical or Is Just Good Marketing? Just• Positive • Negative Targeting benefits Targeting is not Targeting Targeting rather than harms concerned with fulfilling consumers—providing consumers’ needs and them with products wants, but rather with best suited to their exploiting consumer particular needs and vulnerabilities vulnerabilities wants wants© 2010 South-Western, a part ofCengage Learning. All rightsreserved. 21–7 The Ethics of Targeting Ethical Issues in Targeting Children and Teens Targeting Tobacco and Targeting Food and Targeting Miscellaneous Alcohol Products Beverage Products Products© 2010 South-Western, a part ofCengage Learning. All rightsreserved. 21–8 Targeting to Children and Teens• Negative Targeting Outcomes Products targeted to kids are unnecessary and the Products communications involved are exploitative communications Posters, book covers, free magazines, advertising, and other Posters,  so-called learning tools that are ads for products so-called Movies with tie-in merchandise programs  Targeting adult products (e.g., beer) to pre-adults  Using unacceptable cartoon-like images (e.g., Joe Camel)  Promoting adult-oriented entertainment (e.g., violent films, Promoting  video games, and music products) to children and teens video Marketing food products (e.g., high-fat, high-calorie snacks) Marketing © 2010 South-Western, achildhood obesity that contribute to part of thatCengage Learning. All rightsreserved. 21–9Targeting to Economically DisadvantagedTargetingConsumersConsumers• Billboards advertising tobacco and alcohol Billboards disproportionately appear in inner-city areas disproportionately• Examples: Examples ...