Advertising Ethics

Name: Sukhwinder Singh Roll No. : 3255

 Definition of Advertising Primary function of Advertisings Commercial Advertising and its features

 Advertisements can succeed in 2 ways: 1) by creating desire for the sellers product in consumers 2) by creating a belief in consumers

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

Advertising and its Effects on Consumer Beliefs

All communication involves three terms: the author(s) the medium the audience

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

The Ethics of Targeting

Ethical debatepractice of targeting products and communications efforts to segments that, for various psychosocial and economic reasons, are vulnerable to marketing communications.

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

Targeting to Children and Teens

Targeting adult products to preadultsMiller Brewing Company bolder beer Use of unacceptable imagescartoonsgreatest recent controversy is Joe Camel and Camel cigarettes

Marketing of adult-oriented entertainment products to children and teens:

Violent films, video games, and music

Is Targeting Unethical or Just Good Marketing?

Two arguments:

Targeting benefits rather than harms consumersprovide 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
10

Ethical Issues in Packaging and Branding

Four Aspects:
1) Label information 2) Packaging graphics 3) Packaging safety 4) Environmental implications

11

Ethical Issues in Online Marketing

Overlap with ethics on advertising and promotions

Privacy is the most important ethical issue with online marketing

Invade individuals privacy rights by selling information to other sources without the consumers consent

12

Fostering Ethical Marketing Communications

The Golden Rule The Professional Ethics
Act in a way that you would want others

to act toward you

Take only actions that would be viewed as proper by an objective panel of your professional colleagues Would l feel comfortable explaining this action on television to the general public?
13

The TV test

Elements of Deception
Misleading. Reasonable consumer. Material.

14

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

15

Thank You