Page
  1. 1
    1
  2. 2
    2
  3. 3
    3
  4. 4
    4
  5. 5
    5
  6. 6
    6
  7. 7
    7
  8. 8
    8
  9. 9
    9
  10. 10
    10
  11. 11
    11
  12. 12
    12
  13. 13
    13

Ethical Considerations in Marketing and Advertising Strategies

Extracts from this document...

Introduction

BA Marketing Management Information Systems 1 - IM12001 Ethical Considerations in Marketing and Advertising Strategies CONTENTS INTRODUCTION PAGES 3 AND 4 ETHICAL CONSIDERATIONS IN MARKETING RESEARCH PAGES 4 AND 5 ETHICAL CONSIDERATIONS IN ADVERTISING AND SALES PROMOTION PAGES 5 AND 6 ETHICS IN TARGET MARKETS AND MARKET SEGMENTATION PAGE 6 ETHICAL REASONING PAGES 7 AND 8 CONCLUSION PAGES 10 AND 11 BIBLIOGRAPHY PAGES 12 AND 13 DIARGAM OF FERRELL AND GRESHEM'S MODEL ON ETHICAL DECISION MAKING 0N PAGE 9. INTRODUCTION Ethics involve issues of human behaviour and human judgement applied in everyday situations. The subject of ethics arises in marketing and advertising frequently and careful consideration has to be given to it as if, handled poorly, the public backlash could be huge. Lazniak and Murphy have highlighted this, "When a marketing decision is ethically troublesome, its highly visible outcomes can be a public embarrassment or sometimes worse."1 Customers don't have the skills to fully assess the products they are offered except in a general way of judging the fitness of that product for the purpose for which it was purchased. There are ethical and moral regulators in marketing and advertising, but even still there are opportunities for policies which pay the highest commission to be recommended more strongly than others as well offensive advertising and many more. ...read more.

Middle

in advertising an sales promotion * fraud in sales promotion Truth in advertising has been an ethical issue since the earliest use of advertising. In most countries advertisers are subject to stringent self-regulation by industry bodies and government regulation. Advertisers must be able to substantiate claims about product performance. An advertisement is deceptive if there is a representation, omission or practice that is likely to mislead consumers in a material way - and is therefore ethically wrong. The persuasive intent of advertising gives rise to many ethical questions and grievances - a distortion of the truth is permissible, it is deception that is not. The forms of social harm attributed to advertising include: * sustaining sex/race/age stereotypes * creating false needs among consumers leading to unnecessary or harmful demand (tobacco industry formerly practised this) * increasing materialism It has been suggested that advertising is a 'hidden persuader', manipulating behaviour. As a contributor to socialisation processes, advertising is criticised - rightly or wrongly - because of the values and behaviours it promotes. However, it can also be seen as providing a freedom of choice for the general public. ETHICS IN TARGET MARKETING AND MARKET SEGMENTATION Market selection decisions inevitably involve some consumers and excluding others. ...read more.

Conclusion

During the last few decades, moral standards have changed; but basic beliefs people have are hard to influence. As De George put it in 1990, "Business is not structured to handle questions of values and morality, and its managers have usually not been trained in business schools to do so. Hence, many businesses have faced a dilemma. They are now beginning to feel they should respond to demands involving social values, and should take moral issues into account in their deliberations, but not know how to do so." 1 An overall ethical marketing concept would be a marvellous goal to achieve, but will it be possible given that in the wider arena of the European Community the blend of cultures may be such that what is good for one country may not be good for another? There are many 'grey' areas within marketing decision-making and behaviour, now clearly a society-wide need for responsible behaviour and moral standards in marketing decisions. Marketers and advertisers - no less than other business specialists - need to embrace these challenges as an aspect of their own professionalism. As we move into the 21st Century, marketers and advertisers will almost certainly increasingly consider the ethical ramifications of their strategies prior to them being put into action. Whether or not this is due to their own moral standards or public pressure is irrelevant. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. The principles of marketing.

    This may have substantial implications for the whole organisation and influence the future of a business for a long time to come. An organisation with a strategy knows where it is going because of its planning ahead. Marketing strategy is concerned with identifying and meeting the requirements of customers successfully so that the organisation can meet a range of objectives.

  2. VW - Skoda Fabia - Intergrated marketing communication.

    one of the reasons for smaller up take among companies Other barriers would be the general lack of experienced people who have knowledge of marketing communications in a variety of fields. There is a definite need for broad minded people in the implementation of IMC without which would result in

  1. The History of AdvertisingTypes and Functions of AdvertisingAdvertising in mass media.Advertising agencyDomestic advertising

    Newspapers have traditionally led all other media in the United States of America in terms of dollars invested in advertising; despite the popularity of radio and television, the daily papers have maintained a comfortable lead. Thus, in 1987 newspapers received about 27 percent of the advertising investment in the nation,

  2. Produce a marketing strategy for a product or service with a clear understanding of ...

    The table below shows the special grades, the occupation to which they refer, and the approximate proportions of each grade in the total UK population: A Higher managerial, administrative and professional 2.8% B Intermediate managerial, administrative and professional 18.6% C1 Supervisory or clerical and junior managerial, administrative and professional 27.5%

  1. This advertising campaign is a proposal for Guinness. It details the proposal for a ...

    Targeting 20,000,000 Guinness consumers Impact 328,652,928 is the actual number of separate times that viewers were exposed to the transmission of a commercial break or programme. (Source: Television Price Index Q1 03,Guerillascope TV) Figure 2. Magazines Measurement (Source: BRAD p262, & p264)

  2. Create ing your own business - create a full plan on a business of ...

    loft conversions and on occasion the conversion from a house into a flat. However planning permission exists to encourage economic growth while at the same time protecting the environment and the local heritage of an area. The planning permission for my company will need to be approved by the local council (harrow council)

  1. Viral Marketing

    Modern Concepts in Interactive Marketing This report aims at exploring some of the modern concepts interactive marketing. We shall discuss some standardized models and cite examples of campaigns using the particular model. Advergaming Advergaming is the new tool being used to connect consumers with brands and companies through games on the internet or mobile phones.

  2. Comparative analysis of Marketing Communications strategies and mix for the Cola drinks in the ...

    Pepsi has good public relations there are plenty of news stories and web sites talking about Pepsi, it's the world's most famous #2 multi-billion dollar brand (www.adbrands.net). Pepsi sponsor football star and captain of the England team David Beckham. The Pepsi Chart show with Dr. Fox appears on capital radio.

  • Over 180,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work

Marked by a teacher

This essay has been marked by one of our great teachers. You can read the full teachers notes when you download the essay.

Peer reviewed

This essay has been reviewed by one of our specialist student essay reviewing squad. Read the full review on the essay page.

Peer reviewed

This essay has been reviewed by one of our specialist student essay reviewing squad. Read the full review under the essay preview on this page.