ETHICAL SELLING, MARKETING, AND ADVERTISING - - PowerPoint PPT Presentation
ETHICAL SELLING, MARKETING, AND ADVERTISING http://www.youtube.com/watch?v=vstg5c3c3g8 ETHICS IN ADVERTISING Advertising is the practice of attracting public attention to a product or business for the purpose of increasing sales. Fine
http://www.youtube.com/watch?v=vstg5c3c3g8
public attention to a product or business for the purpose of increasing sales.
– Fine line between:
guarantees the right to free speech.
– Applies to individuals and organizations
– False Advertising – Puffery – Bait and Switch – Advertising to children – Telemarketing and Spam
about products that the advertiser knows are not true.
– The claims can be about how a product:
– Who buy it – Or use it
http://www.youtube.com/watch?v=PRNv hGND7Kc
that are not outright lies, but merely exaggeration.
– The FTC allow puffery.
determined.
http://www.youtube.com/watch?v=WcGfJMSsx20 http://www.youtube.com/watch?v=Ttde_4Eu6gU The Definition The Commercial
low price while intentionally stocking
shoppers to buy more expensive items.
– Illegal but hard to prove
product is back in stock, the consumer will get the discounted price.
http://www.youtube.com/watch?v=ZdbjJ85iv5E
deceptive advertising.
– Generally trusting – Believe what adults tell them – Difficulty between fantasy vs. reality (Sponge Bob)
http://www.youtube.com/watch?v=WMDPql6rweo&list =PLC8470BC499E2CB2B
individuals through unsolicited phone calls, e-mails, or faxes.
– Can waste consumers $$$
– “do not call” lists
– A written set of principles and rules intended to serve as a guideline for ethical behavior for individuals under the
– 1984 – Code of Ethics and Principles
reveal significant facts, the omission of which would mislead the public.
– Truth and Fairness go hand in hand in advertising.
by evidence in possession of the advertiser and advertising agency, prior to making such claims.
– Substantiation is the validation of advertising claims with objective data from independent research.
about competitors is unethical, and it is also illegal.
– Could be sued for libel.
taketh away” - Tom Waits
the durability or quality of a service or product.
become defective within a specific period of time.
http://www.youtube.com/watch?v=mEB7WbTTlu4
Tommy Boy : Stop at 1:30 sharp
which are false or misleading, or saving claims which do not offer provable savings.
someone claiming to have benefited from its use
– Often feature Celebrities and “experts”.
http://www.youtube.com/watch?v=5RuUZrJvLXs
illustrations or implications which are
– Edgy ads
– Boycott
Madonna’s Pepsi commercial that got cut because
http://www.youtube.com/watch?v=OFgSlZC4XDA
so inclined”
– What some people think about the AFF Code of Ethics
http://www.youtube.com/watch?v=2IpVDkg3kL8 Nutella Commercial – which is full of palm oil!
directly to the consumer.
http://www.youtube.com/watch?v=uTwtKRwlAzw Towers don’t all exist !
product far above the normal market value on the assumption that consumers have no
product.
– Ex. Bags of ice during Hurricane Ike. $10
http://www.youtube.c
zgQ
– Seeks to trick potential customers into thinking they have won valuable prizes such as cash, cars, and cruises.
salespeople with a percentage of the money from the sales they make
– The more they sell, the more they make
income is based entirely on what they sell
– Encourages deceptive and dishonest sales techniques
– Most people in most professions are honest and honorable. – Most salespeople treat their customers with integrity and fairness
http://www.youtube.com/watch?v=ijGLyGa2Uhg
actions and decisions are based on short-term thinking.
– Its all about the MONEY
– Memorizing the key points of a sales talk – Presenting information to the customer – Hoping to convince the customer to listen and buy!
http://www.youtube.com/watch?v=ccfJei-ohXI Ikea gives a warning, but the consumer still doesn’t LISTEN!