...Running head: MARKETING: ETHICS IN ADVERTISING Ethics in Advertising Among various problems faced by leaders and managers, the most challenging is the one dealing with ethical issues. The problem becomes more complex when addressing cross culture and multinational. It is undeniable fact that corporate leaders and manager are more focused in growing the business than running the business. The answer to this growth is new markets but these new markets emerge they come with new problems and demand innovative solutions. Marketing is one of the main platforms of interaction of any entity to rest of world, hence the potential for problems are high. As part of our learning team activity, we firmly believe that the ethics relating to advertisement is an interesting subject to explore the problems within and to arrive at a mitigate plan. The project is divided into three stages, the first stage is to identify and define the problem. In this stage the team identifies different situations, issues and potential problem leading to unethical practices in advertisements. This will help the team to define the problem based on situation and scenario. The second stage of the project is to explore various solutions that may keep advertisements within ethical limits. Preliminary part within this stage is to identify an ideal situation for ethical practices and then explore for solutions based on the result. Each team member provides different solutions as this will...
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...Marketing Industry Effects Rebecca Segall (2000) expressed her concern with advertisers and marketers targeting children, stating advertising to children is difficult to prevent because it contributes to such a large financial flow in the marketing and advertising industry. According to Segall (2000), in just 36 months, from 1997 to 2000, advertising efforts concentrated at a youth target audience increased so rapidly that American youth spent more than $24 billion, while their parents spent nearly $200 billion on goods which were directly marketed through child-targeted advertising. Segall (2000) also stated child-targeted advertising accounted for over 50 percent of all financial returns directly related to marketing and advertising. If marketing to children has become unethical, and it has been proven unethical by various business ethic commissions, sociologists, and psychologists, then the question arises to why does the practice continue. Segall (2000) stated, while companies have become dependent on large revenues related to child advertising, they will need to continue with a blind eye to the issue because they have become so financially dependent on the youth market, that they fear making an ethical change could collapse their business financially....
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...4 Research Objectives 4 Research Questions 4 Literature Review 5 Theoretical Framework and Research Objective 23 Purpose of study 23 Research questions 23 Research Hypothesis 24 Theoretical Framework 24 Research Methodology & Methods 26 Research Methodology 26 Research approach and research method 26 Findings 28 Project Management 52 Project Charter 52 Analysis of key findings 54 Conclusion 57 Recommendations 58 Bibliography 59 Appendices 60 Appendix 1: Opponents and proponents of marketing activities targeted towards children 60 Appendix 2: Industry experts’ viewpoints and the gaps identified 67 Appendix 3: Questionnaire 69 List of Tables Table 1: Guidelines for content of on-line advertising to children 15 Table 2: Project Charter 52 Executive summary This study explore the ethical issues...
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...| Business Ethics and Environmental Management | Individual assignment | Code of Ethics for Ceylon TV Channel (Pvt) Ltd. | | HDBM-F-112112 | 2/27/2012 Introduction Telecommunication is a well established and a rapidly growing industry in Srilanka. Television, as an almost 100percent penetration medium, provides an ideal platform to television viewers to involve and participate and to get updated on current events and ongoing situations. Ceylon TV Channel (Pvt) Ltd. Ceylon TV Channel (Pvt) Ltd. Is a privately owned, local television station in Srilanka. The channel is On-air broadcasting as a Lifestyle and Entertainment Channel. Ceylon TV Channel's focus is on quality lifestyle and entertainment programming, while at the same time being a news provider and updating people with the current situations and events happening around the country and worldwide. The station's high quality original programming, together with its stylish presentation of acquired programming, provides a distinct TV channel to the viewers. Ceylon TV Channel has a unique and highly visible studio set up that will integrate with its programming presentations. Vision Ceylon TV Channel Channel’s vision is to become a television channel for Srilankans that provides a new standard of television, focused on the people of Srilanka. Mission Ceylon TV Channel Channel’s mission is to become Srilanka’s leading channel in innovation and quality of programming, relevant and constantly evolving...
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...Zimmerman-Klemp November 25, 2013 Ethics and Decisions Should We Restrict Marketing to Children? This issue of whether or not advertising aimed at children should be restricted is a strange one to me. When presented with the issue, my first thought was, “Assuming, of course, that the advertising is truthful (which, if it’s not, is a problem unrelated to whom its target audience is), why would we need to restrict advertising to children?” Thinking about it a bit, I was unable to think of a reason why it would be wrong to market to kids. Picking up Taking Sides Clashing Views in Business Ethics and Society (Newton, Englehardt, & Pritchard), I was eager to learn why such advertising might be harmful, and thus, unethical, for children. In reading the introduction to the debate, I was reminded that “children do not have the fully developed cognitive skills necessary for making…an informed decision” (Newton et al., p. 256). I had a feeling this last sentence would play a role in the argument against marketing to children. Stop the Presses I began with Stephanie Clifford’s 2010 article from The New York Times, “A Fine Line When Ads and Children Mix” (Newton et al., p.258). Clifford specifically addresses advertising in magazines aimed at children. The Children’s Advertising Review Unit, an arm of the Council of Better Business Bureaus set up by the National Advertising Review Counsel (asrcreviews.org), has been set up to review child-centric advertising and bring its concerns to...
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...interested to be learnt as children have important role in society’s future and marketing has a big part in their growth. Therefore, this report will explain first the regulation of marketing to children, then point out the important role of marketing for children, and lastly present the parents’ role in this practice. Marketing to Children Regulation in Australia As it is explained above about social marketing concept, it is also believed that a long term relationship can create the long term profitability by establishing good marketing that focus on consumers’ satisfaction and good ethics in the practice (Brubaker 2007, p. 58). These ‘good ethics’ lead government in every country to create the laws that aim to protect every consumer rights and privacy. In order to approach this, government creates the regulation for advertising which is a big part in marketing activities. Likewise the advertising in marketing to children, in Australia, the government has made clear regulations in this case. In the journal article...
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...The Ethics of Marketing to Children: The Unethical Side The Ethics of Marketing to Children: The Unethical Side The Ethics of Marketing to Children: The Unethical Side Contents Introduction: What is Unethical Marketing? 2 Why are Children Targeted? 3 How are Children Targeted? 4 Nag Factor 4 Psychology 4 Brand Loyalty 5 Buzz Marketing 5 The Internet 5 Technology 6 Sexualisation of Children 7 Case Studies 8 Jours Après Lunes 8 Pink 9 Conclusion: What can we do? 10 Bibliography 11 Introduction: What is Unethical Marketing? Unethical marketing is a complex topic. Whether practices are considered ethical or not can be openly discussed and examined. It is not until we have a clear understanding of what ethics is that we can begin to examine the unethical side of marketing. Ethics is known as the study and the philosophy of human behaviour, with an emphasis on the determination of right and wrong. For a marketer it refers to rules, such as standards and principles, and the significances of marketing decisions (Ferrell, 2005). Ethical marketing can be defined as “practices that emphasize transparent, trustworthy, and responsible personal and organizational marketing policies and actions that exhibit integrity as well as fairness to consumers and other stakeholders” (Murphy, Laczniak, Bowie and Klein, 2005). If ethical marketing seeks to promote honesty, equality and responsibility, therefore unethical marketing endorses a dishonest...
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...The Ethics of Marketing The Use of Alcohol, Sex, and Children Business Ethics 11/23/2013 Introduction The American Marketing Association defines marketing as, the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (www.marketingpower.com) This practice dates back to the 1450’s when the Gutenberg invented the first movable type, which allowed mass printing to be possible for the first time. Marketing and advertising has since evolved from magazines, to billboards, radio, television, telemarketing, print ads, and now with the digital age booming, has become a hyper competitive industry where companies will do just about anything to attract a customer. Doing “just about anything” is where marketers and advertisers operate on a very thin line as to what is considered ethical. This strategy now includes tactics such as the use of alcohol, sex, and the targeting of children to attract consumers. Companies use the power of beer advertisements at college sporting events, sexually explicit advertisements in venues viewed by children and teenagers, and use the developing minds of small children as targets in the advertising of certain products. While these strategies may be legal, they are not always ethical. In this paper, I will challenge the use of content, tactics, perception, and target audience, while applying ethical tests and theories...
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...“Marketing Leaders and Ethical Issues in Advertising” ABSTRACT The purpose of this project is to point out some different measures used in advertising for defining problems and to note ethical and moral problems that advertising can and does raise and, finally, to suggest certain steps for the marketing leaders of those professionally involved in advertising. The project examines what the ethical problems in advertising are and why many marketing leaders create unethical advertisements. In order to demonstrate the unethical advertising, I provided some examples. I added to the project a list of ethical and legal issues when creating advertisements can help you to craft legal, responsible advertisement messages. The project also examines ways of solving ethical issues in advertising and what advertisers, marketing leaders should do to be in the money. INTRODUCTION Communication stimulation was known in ancient times. With banners and signs and graffiti dealers notified the citizens about the availability of certain goods on the stalls, as well as future events, such as the slave trade or the gladiators. Due to mass illiteracy traders also had to resort to touts - people standing in the streets or on the busy intersections of the city and loudly informed the passers on the goods. While advertising was of informative, it did not have the elements of persuasion. The flourishing of the advertising business falls on XIX century, when the first public relations man, began...
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...Marketing ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Some areas of marketing ethics (ethics of advertising and promotion) overlap with media ethics. Contents 1 Fundamental issues in the ethics of marketing 1.1 Frameworks of analysis for marketing Possible frameworks 1.2 Power-based analysis 1.3 Is marketing inherently evil? 2 Specific issues in marketing ethics 2.1 Market research 2.2 Market audience 2.3 Pricing ethics 2.4 Ethics in advertising and promotion 2.4.1 Content 2.4.2 Delivery channels 2.4.3 Deceptive Advertising and Ethics 2.5 The use of ethics as a marketing tactic 2.6 Neuromarketing ethics 2.7 Marketing strategy 2.8 Further issues in marketing ethics 3 Regulation and enforcement 4 See also 5 References 6 Bibliography 7 External links Fundamental issues in the ethics of marketing[edit] Frameworks of analysis for marketing Possible frameworks[edit] Value-oriented framework, analyzing ethical problems on the basis of the values which they infringe (e.g. honesty, autonomy, privacy, transparency). An example of such an approach is the AMA Statement of Ethics.[1] Stakeholder-oriented framework, analyzing ethical problems on the basis of whom they affect (e.g. consumers, competitors, society as a whole). Process-oriented framework, analyzing ethical problems in terms of the categories used by marketing specialists (e.g. research, price, promotion, placement). None...
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...Journal of Market Research Vol. 54 Issue 4 Children’s attitudinal reactions to TV advertisements The African experience Ayantunji Gbadamosi Robert E. Hinson University of Ghana University of East London Eddy K. Tukamushaba Irene Ingunjiri Strathmore University Hong Kong Polytechnic University This paper is aimed at exploring African children’s attitudinal reactions to television advertisements . A total of 65 children from four African countries – Ghana, Nigeria, Kenya and Uganda – participated in 12 focus group discussions on the subject matter . Findings suggest that they like television advertising in relation to its entertainment features – especially when the messages feature children characters, cartoons, music, celebrities and humour – and those promoting foods . They also derive excitement from advertising messages that are presented in Pidgin language and/or humorously integrated with local languages . However, they have an aversion to messages that terrify them and those they consider boring . This paper supplements the existing literature on the attitudes of children to advertising, but from Africa as a different contextual platform . It also suggests directions for the effective use of marketing communications strategies in relation to television advertising for marketers and other bodies with special roles in communicating with children such as government agencies and NGOs . Introduction Advertising to children as a topic has attracted the attention...
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...Max Satory The Adverse Effects of Marketing to Children Marketing to children has become an epidemic in recent years. With pure profits in mind, corporations are advertising to children as young as toddler age to instill an obsessional desire for their products (Oksenkrug). With Children ages two to fourteen influencing over 40 times the household spending then they did in the 1960’s and children’s access to electronics at an all time high, marketer’s focus has shifted primarily to children (Zoll). Children being targeted by advertisers have numerous drawbacks including an increase in mental disease and obesity in children (Zoll). Knowing the detrimental effects of marketing targeted towards young children, countries such as Sweden, Norway, and Canada, have made laws restricting marketing targeting certain age groups (“Marketing to Kids…”). In Norway and Sweden it is illegal to market to children under the age of thirteen, while in two provinces in Canada it is illegal to market to children under the age of twelve (“Marketing to Kids…”). In the United States there are a minimal amount of child targeting regulations in state. Though there is some regulation for advertising on television to try and help children distinguish advertising from programming, the Federal Trade Commission (FTC), the government commission in charge of overseeing business practices, regulates nothing on the internet (“Marketing to Kids…”). With the average American ages eight to eighteen’s home consisting...
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...perception of soft drinks and fast foods advertisements and its impact on youth lifestyle and eating habits Today it is a matter of great pride to see that India as a nation stands with a population of 1,166,079,217 (July 2009) and out of which two-third of the population lies below 35 years of age. India is considered as one of the youngest nation in the world. According to various national and international organisations the age group of youth generally lies between 15-35 years. This vulnerable group is being highly influenced by the advertising industry whose focus has shifted from family and elderly to youth and kids. With the increased employment of youngsters due to the entry of BPO’s, KPO’s, MNC’s in the Indian sub-continent, marketers have got a new set of potential buyers in the form of young and restless . This segment comprises of those who are more open to adapt new products, ideas and follow trends set up by advertising world. Advertising today carries the blame of manipulating and duping audience. The moment you open your idiot box for multifaceted reasons you can see a clutter of advertisements, a commercial of 7 up ends up with a girl kissing a boy, ads of all juices making claims that all of them are preservative free, dangerous stunts being performed in ads of Thumps up and Mountain dew, open and free broadcast of inner wears at prime time encouraging the opposite sex to assault. All advertisement of several branded deo’s end in seductive mode. Ads of casual wears...
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...usage of women as a sexual object in marketing practices. However, firms are still using women as an instrument to attract consumers. This paper examines some business ethics theories to determine whether firms’ use of women as a marketing instrument is ethical or not. The deductions from the business ethics theories suggest that it is unethical to abuse women in marketing practices. In today’s business world, women are used as an object to attract consumers’ attention to the products that firms sell. They are exploited as a marketing instrument in a wide range of firms’ activities. Women appear as a sexual object in any kind of advertisement or as an attractive material standing nearby a product. Sometimes firms use sexual saleswomen to facilitate the sale or to attract consumers’ attention to the firm or product. Particularly, it is very common to use sexually attractive women in advertisements regardless of the product is related to sexuality. The use of sexual women images in advertisements is so widespread that such images are found in the advertisements for most product types from clothing, cosmetics, jewelries and furnitures. For over twenty years, Jean Kilbourne has been writing, lecturing, and making films about how advertising affects women and girls. In her essay, Kilbourne looks very deep into the connection between abuse and ads....
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...Young Consumers The challenge of advertising to children Winston Fletcher Article information: Downloaded by NATIONAL UNIVERSITY OF SCIENCE & TECHNOLOGY ISLAMABAD At 03:26 16 September 2015 (PT) To cite this document: Winston Fletcher, (2004),"The challenge of advertising to children", Young Consumers, Vol. 5 Iss 2 pp. 11 - 15 Permanent link to this document: http://dx.doi.org/10.1108/17473610410814102 Downloaded on: 16 September 2015, At: 03:26 (PT) References: this document contains references to 0 other documents. To copy this document: permissions@emeraldinsight.com The fulltext of this document has been downloaded 2431 times since 2006* Users who downloaded this article also downloaded: Margaret-Anne Lawlor, Andrea Prothero, (2008),"Exploring children's understanding of television advertising – beyond the advertiser's perspective", European Journal of Marketing, Vol. 42 Iss 11/12 pp. 1203-1223 http://dx.doi.org/10.1108/03090560810903646 Chris Preston, (2005),"Advertising to children and social responsibility", Young Consumers, Vol. 6 Iss 4 pp. 61-67 http:// dx.doi.org/10.1108/17473610510701322 Railton M. Hill, (2006),"Advertiser satisfaction with advertising agency creative product", European Journal of Marketing, Vol. 40 Iss 11/12 pp. 1254-1270 http://dx.doi.org/10.1108/03090560610702803 Access to this document was granted through an Emerald subscription provided by emerald-srm:543672 [] For Authors If you would like to write for this, or...
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