Ethical, Regulatory, and Environmental Issues.ppt
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1、 2010 South-Western, a part of Cengage LearningAll rights reserved.,Ethical, Regulatory, and Environmental Issues,CHAPTER 21,INTEGRATED MARKETING COMMUNICATIONS IN ADVERTISING AND PROMOTION,Appreciate the ethical issues associated with advertising, sales promotions, and other marcom practices. Under
2、stand 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
3、 particular advertisement is deceptive.,Chapter ObjectivesAfter reading this chapter you should be able to:, 2010 South-Western, a part of Cengage Learning. All rights reserved.,212,Be acquainted with the regulation of unfair business practices and the major areas where the unfairness doctrine is ap
4、plied. Know the process of advertising self-regulation. Appreciate the role of marketing communications in environmental (green) marketing. Recognize the principles that apply to all green marcom efforts.,Chapter Objectives (contd)After reading this chapter you should be able to:, 2010 South-Western
5、, a part of Cengage Learning. All rights reserved.,213, 2010 South-Western, a part of Cengage Learning. All rights reserved.,214,Ethical Issues in Marketing Communications,Ethics in Marcom Involves matters of right and wrong, or moral, conduct pertaining to any aspect of marketing communications Hon
6、esty, honor, virtue, integrity Ethical Conduct Lack of consensus about what it is Ethical lapses and moral indiscretions occur under pressures of trying to meet business goals and attempting to satisfy the demands of the financial community, 2010 South-Western, a part of Cengage Learning. All rights
7、 reserved.,215,Sources of Ethical Issues, 2010 South-Western, a part of Cengage Learning. All rights reserved.,216,The Ethics of Targeting,Ethical Debate Is it ethical to target products and communications efforts to segments that vulnerable or put at risk by these actions? Is Targeting Unethical or
8、 Just Good Marketing? When does a good targeting strategy become a method of unfair (unethical) advantage?, 2010 South-Western, a part of Cengage Learning. All rights reserved.,217,Is Targeting Unethical or Just Good Marketing?,Positive Targeting benefits rather than harms consumersproviding them wi
9、th products best suited to their particular needs and wants,Negative Targeting is not concerned with fulfilling consumers needs and wants, but rather with exploiting consumer vulnerabilities, 2010 South-Western, a part of Cengage Learning. All rights reserved.,218,The Ethics of Targeting, 2010 South
10、-Western, a part of Cengage Learning. All rights reserved.,219,Targeting to Children and Teens,Negative Targeting Outcomes Products targeted to kids are unnecessary and the communications involved are exploitative Posters, book covers, free magazines, advertising, and other so-called learning tools
11、that are ads for products 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, video games, and music products) to children and teens Marketing
12、 food products (e.g., high-fat, high-calorie snacks) that contribute to childhood obesity, 2010 South-Western, a part of Cengage Learning. All rights reserved.,2110,Targeting to Economically Disadvantaged Consumers,Billboards advertising tobacco and alcohol disproportionately appear in inner-city ar
13、eas Examples: R.J. Reynolds attempt to market new brands cigarettes to African-Americans and downscale young women Heileman Brewing Companys targeting of “Power Master” high-alcohol malt liquor to inner-city neighborhoods, 2010 South-Western, a part of Cengage Learning. All rights reserved.,2111,Tar
14、geting Tobacco Products,Figure 21.1, 2010 South-Western, a part of Cengage Learning. All rights reserved.,2112,Ethical Issues in Advertising, 2010 South-Western, a part of Cengage Learning. All rights reserved.,2113,American Association of Advertising Agencies Code of Ethical Standards,Ethical Code
15、and Standards of Practice Set lofty goals for the advertising industry and provides a framework for evaluating whether or not ads meet the high standards specified, 2010 South-Western, a part of Cengage Learning. All rights reserved.,2114,Ethical Issues in Public Relations,Publicity Involves dissemi
16、nating positive information about a firm and its products and handling negative publicity Like advertisingthe same ethical issues apply Negative Publicity When firms confess to product shortcomings and acknowledge problems or, instead, attempt to cover up the problems, 2010 South-Western, a part of
17、Cengage Learning. All rights reserved.,2115,Ethical Issues in Packaging and Branding, 2010 South-Western, a part of Cengage Learning. All rights reserved.,2116,Ethical Issues in Sales Promotions,Sales Promotions Manufacturer promotions directed at wholesalers and retailers and to consumers Slotting
18、Allowances Manufacturers have to pay retailers to handle a new productIs this a form of bribery and is it unethical? Consumer-Oriented Sales Promotions A promoter offers a reward for a consumers behavior that not delivered or lies about the odds of winning Consumers who make false claims for coupon
19、redemptions and refunds, 2010 South-Western, a part of Cengage Learning. All rights reserved.,2117,Ethical Issues in Online Marketing,Consumer Privacy Issues Consumers privacy rights to personal information and shopping behaviors collected by online marketers Security of personal information collect
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