group 2 ethics
TRANSCRIPT
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Ethics of Marketing & Advertising (Group -2 )
Bhavika Sareen Ankita Sharma
IshadarshiKriti Jain
Bikram Jeet
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UnsafeProductsDeceptivePricing
High Prices
HighPressure Selling
PoorService
PlannedObsolescence
Impact
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Fraudulent sales tactics / Deceptive Pricing
Punishable under US law as false advertising.Most commonly usedExamples of it in virtually any advertising
circular for major department stores, electronicsand computer stores & automobile retailers .
The purpose of bait & switch tactics is to getcustomers to visit the store or business by advertising very low prices.
Once the customer is in store, the sales personattempt to offer the customer items at higher
Pricing Bait & Switch
Pricing
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Pricing
Price Fixing Among CompetitorsHorizonta
l PriceFixing
Temporary Pricing a product orproviding services at prices that are low enough to drive competitors out of market , so as to monopolize themarket.
Predator y Pricing
Price Fixing Between manufacturer &distributor
VerticalPrice
Fixing
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Customers
ProductIssues
PricingIssues
Promotion
Issues
Distribution
Issues
Ethical Issues & the Marketing Mix
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Factors influencing ethical marketingbehavior
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Ethics of Advertising
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Advertising : Definition A form of communication used to encourage
or persuade an audience (viewers, readers orlisteners; sometimes a specific group of people)to continue or take some new action
Desired result : Drive consumer behaviour withrespect to a commercial offering
Political and ideological advertising
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Impact of Advertising Advertising can succeed in two ways: By creating a desire for the sellers product in
consumers
By creating a belief in the consumers
HOW?
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Advertising Ethics Analysis of the nature of advertising in general and of
specific ethical issues that arise in advertising
Current professional codes and practices in advertisingindustry and relation to ethics
A marketing or promotion action might be legal but not ethical
Do the companies have the obligation to tell the truth ordoes the goal of selling the product override such ethical
concerns?
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Framework of Advertising ethics Value-oriented framework
Analyzing ethical problems on the basis of the values which they infringe (e.g. honesty, autonomy, privacy, transparency)
Ex: AMA Statement of Ethics
Stakeholder-oriented framework Analysing ethical problems on the basis of whom they affect (e.g.
consumers, competitors, society as a whole)
Process-oriented framework Analysing ethical problems in terms of the categories used by
marketing specialists (e.g. research, price, promotion,placement).
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Examples of Unethical Behavior in AdvertisingSPONSORSHIP BY CIGARETTE BRANDS
Sponsorship of Sports Events & Cultural Events WILLS, a subsidiary of ITC used to sponsor sportsTennis tournaments were sponsored by Gold Flake
cigarette
SPONSORSHIP BY ALCOHOL BRANDSSponsorship of sports & cultural events widely
undertaken by brands in IndiaRoyal Stag sponsors India cricket matches & cricket playersSeagram sponsors events such as Chivas Regal PoloChampionships
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Targeting to Children and TeensProducts targeted to kids are unnecessary and thecommunications involved are exploitativeUse of posters, book covers, free magazines, advertising,and other so-called learning toolsPlacing products in movies with tie-inmerchandise programsTargeting adult products to pre-adults
Miller Brewing Company bolder beer
Use of unacceptable images CartoonsGreatest recent controversy is Joe Camel and Camel cigarettesMarketing of adult-oriented entertainment products tochildren and teens:
Violent films, video games, and music
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Impact of Unethical AdvertisingSpoiling habits of childrenPortrayal of women as sex objectsEthnic stereotyping/representationSexual orientationGender stereotypingMedias dependence on advertising for revenuemakes them vulnerable to control by advertisersEncourages materialismMakes people buy things they dont need
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Thank You