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Ethical & social issues in marketing communication

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Nijaz N
Nijaz N

Ethics in our context involves matters of right and wrong, or moral, conduct pertaining to any aspect of marketing communications.

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ETHICAL & SOCIAL ISSUES IN MARKETING COMMUNICATION 1
ETHICAL ISSUES IN MARKETING COMMUNICATION 2 Ethics in our context involves matters of right and wrong, or moral, conduct pertaining to any aspect of marketing communications
ETHICAL ISSUES IN MARKETING COMMUNICATION • Puffery refers to exaggerated claim of a product’s superiority or the use of subjective or vague statements that may not be literally true. – Puffery ( commercial exaggeration ) is legal. • Deception is when the consumer is led to believe something which is not true. – Deception is making false or misleading statements. 3 Puffery and Deception
SOCIAL & ETHICAL ISSUES IN MARKETING COMMUNICATION • Advertising promotes superficiality and materialism in children. • Children are inexperienced and easy prey. • Persuasion to children creates child-parent conflicts. 4 Advertising to Children ADVERTISING CONTROVERSIAL PRODUCTS • Tobacco • Alcohol • Gambling • Drugs
SOCIAL & ETHICAL ISSUES IN MARKETING COMMUNICATION 5 Four Aspects: • 1) Label information • 2) Packaging graphics • 3) Packaging safety • 4) Environmental implications

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Ethical & social issues in marketing communication

  • 1. ETHICAL & SOCIAL ISSUES IN MARKETING COMMUNICATION 1
  • 2. ETHICAL ISSUES IN MARKETING COMMUNICATION 2 Ethics in our context involves matters of right and wrong, or moral, conduct pertaining to any aspect of marketing communications
  • 3. ETHICAL ISSUES IN MARKETING COMMUNICATION • Puffery refers to exaggerated claim of a product’s superiority or the use of subjective or vague statements that may not be literally true. – Puffery ( commercial exaggeration ) is legal. • Deception is when the consumer is led to believe something which is not true. – Deception is making false or misleading statements. 3 Puffery and Deception
  • 4. SOCIAL & ETHICAL ISSUES IN MARKETING COMMUNICATION • Advertising promotes superficiality and materialism in children. • Children are inexperienced and easy prey. • Persuasion to children creates child-parent conflicts. 4 Advertising to Children ADVERTISING CONTROVERSIAL PRODUCTS • Tobacco • Alcohol • Gambling • Drugs
  • 5. SOCIAL & ETHICAL ISSUES IN MARKETING COMMUNICATION 5 Four Aspects: • 1) Label information • 2) Packaging graphics • 3) Packaging safety • 4) Environmental implications