Part 6 Marcom Constrains

Ethical- Regulatory & Environmental Issues

WHY - HOW?

ETHICAL ISSUES

REGULATIONS

GREEN MARKETING

The Ethics Of Targeting

Targeting Children and Teens

Targeting

Food & Beverage Products

Tobacco & Alcohol Products

Miscellaneous Products

Economically Disadvantage

d Products

Obesity - Exploitive

Is Targeting Unethical or just Good Marketing ??

Ethical Issues in Advertising

Untruthful & Deceptive

MANIPULATIVE

Offensive

Persuades peoplebuying

things They don’t really

Need

Plays On fears & Insecurities

Creates Stereotypes

A Trade Association’s Code Of Ethical Standards

Public Relations

Packaging & Branding

Sales Promotion

Ethical Issues in

Ethical Issues in Online Marketing

Privacy Concern- Falsified testimonials

Fostering Ethical Marketing Communications

Regulation of Marketing Communications

When Is Regulation Justified?

• When Consumer decisions are based on False Or Limited Information .

• When Benefits realized exceed the costs

Regulation By Federal Agencies

When Marketing becomes Deceptive ?

• 1- Misleading • 2- Reasonable

Consumer• 3- Material

Cunning Forms Of Ads Deception

• BUZZ BUILDING or VIRAL CAMPAIGNS • INFOMERCIALS

Unfair Practice Considerations

Offends Publ

ic Policy

Immoral – Unethical

or Oppressiv

e

Cause substantial Injury

to Consum

ers\ competitors or other

business

Information Regulation• Corrective

Advertising

Product Labeling Info. Must

appear

Prescription Drug

Ads.Side

effects

Regulation By state Agencies

• Stronger preferred

Advertising Self Regulation

• By advertisers- industry & associations

Media Self RegulationAdvertising Clearing Process

NARCNational Advertising Review

Council

-Self Regulation-

Environmental Marketing

Communications Green Marketing Initiatives

Seal Of Approval Program

Cause & Event – Oriented Sponsorship

Point Of Purchase Programs – DM efforts & Out door Adv. Responcses

Guidelines for Green Marketing Clear Qualifications &

Disclosures

Clear Application of the claims

Real Environmental attributes – benefits (not overstated)

Sufficient comparisons

Ethics ..

The Other side Of Marketing

You name it

Respected Marketing Practices

MARCOM tools are like any other Tools around

depends on the way you use it

Ethics Does Matter .. it is the main Matter