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Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 21 - George E. Belch, Michael A. Belch

Chapter 21 - Evaluating the social, ethical, and economic aspects of advertising and promotion. The main goals of this chapter are: To consider various perspectives concerning the ethical aspects of advertising and promotion, to consider various perspectives concerning the social aspects of advertising and promotion, to evaluate the social criticisms of advertising. | Chapter 21 Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion Advertising Provides information to consumers Encourages higher standard of living Promotes competition Helps new firms enter a market Creates jobs Proponents’ arguments More propaganda than information Creates consumer needs and faults Promotes materialism, insecurity, and greed Critics’ arguments Advertising and Promotion Ethics Ethics: Moral principles and values that govern the actions and decisions of an individual or group Marketing or promotion action may be legal but not ethical Marketers must base their decisions on ethical considerations Advertising as Untruthful or Deceptive Consumers rely on word of mouth Difficult to prove deception Projects only positive points Exists more at the local level Advertising as Offensive or in Bad Taste Sources of distaste Ads of personal products or services Ads of products and brands that consumers do not use or would not buy Type of appeal or the manner of presentation Sexual appeal in ads Offensive and tends to demean women or men Promotes a decline of moral and social values Shock advertising: Using nudity, sexual suggestiveness, or other startling images to get consumers’ attention Advertising and Children Popular medium - TV and the Internet Critics argue that children: Lack the knowledge and skills to evaluate advertising claims Cannot differentiate between programs and commercials Marketers’ arguments Children must deal with advertising Consumer socialization process: Acquiring skills needed to function in the marketplace Advertising and Children Existing restrictions are adequate Greater knowledge of the marketplace required for teens Areas of potential concern Cable television programming Internet ads Increase in ads encouraging children to call 900 numbers Increase in toy-based programs Marketing of violent entertainment Guidelines for Advertising Directed to Children | Chapter 21 Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion Advertising Provides information to consumers Encourages higher standard of living Promotes competition Helps new firms enter a market Creates jobs Proponents’ arguments More propaganda than information Creates consumer needs and faults Promotes materialism, insecurity, and greed Critics’ arguments Advertising and Promotion Ethics Ethics: Moral principles and values that govern the actions and decisions of an individual or group Marketing or promotion action may be legal but not ethical Marketers must base their decisions on ethical considerations Advertising as Untruthful or Deceptive Consumers rely on word of mouth Difficult to prove deception Projects only positive points Exists more at the local level Advertising as Offensive or in Bad Taste Sources of distaste Ads of personal products or services Ads of products and brands that consumers do not use or would not