Ethical Issues in Advtg.

A major debate about MC and its influence on consumer lies in the question of whether it shapes or mirrors consumer behaviors and opinions. A lot of criticisms center on perceptions of economic, social or cultural damage created by marketing communication.

Ethical Issues in Advtg.

MC come under fire for encouraging 1. Materialism 2. Stereotyping 3. Unnecessary Purchase 4. Manipulating Consumer Behavior 5. Taking Advantage of Children 6. Contributing to Degradation of Values 7. Using Sex Appeal

Standard or Moral Principle

Jeff I Richards, Chairman of University of Texas, says, If it is not done ethically, advertising wont be trusted. If Consumers dont trust it, advertising is pointless.

Certain standards of right and wrong are applied to commercial messages. It has social and moral responsibilities.

Social Responsibilities.
Marketing communication engage in activities which are profitable for business as well as beneficial to societies. These activities include 1. Empowerment of employees. 2. Charitable contributions. 3. Sponsoring local events. 4. Selling environmental friendly products. 5. Supporting community events.

Concern about MC
Tom Duncan gives following concerns about MC : 1. Drives up the cost of the products. 2. Creates a barrier to market entry for the small companies. 3. Merchandises many aspects of our culture like add-on Tee shirts, posters & labels on buses. 4. Sells inferior, unhealthy and dangerous products. 5. Sets unrealistic expectations like health insurance companies. 6. Done in bad taste. 7. Invites censorship and creates visual pollution.

Ethical Issues in Advtg.

1. 2. 3. Ethical dilemma and Ethical lapse. Puffery Exaggerated claims like BMWs The Ultimate Driving Machine Bad taste like vulgarity, exposure, violence and sex-appeal as in Fair and Lovely ad Kaash mera beta hota . Stereo typing like a child with spectacles because it shows intelligence. Advertising to children placing commercials just before and after childrens programme. Promoting unhealthy products Cigarettes, wines and junk foods. Subliminal Ads These are hidden persuaders.

4. 5.

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Ethical Issues in Sales Promotion

1.Contests and Sweepstakes A form of gambling, the odds of winning are rare. No declaration of number of awards, no last dates. 2. Slotting allowances Best location display.

Other Ethical Issues

1. Advertorials Ad in a newspaper / magazine that has appearance of a news column. Infomercials Long T.V commercials that gives information about a product

2.

Parameters for Ethical Ad-checking.

For Ethical Ad-checking there are 3 parameters : 1. Advocacy Objective or neutral ads. 2. Accuracy True and verifiable claim in ads. 3. Acquisitiveness Promoting materialism