2. Definitions
Marketing ethics is the systematic study of how
moral standards are applied to marketing
decisions, behaviors, and institutions.
– Ethics in Marketing, International Cases and Perspectives, Patrick E.
Murphy, Gene R. Laczniak, and Andrea Prothero, p. 4
Ethics in Advertising and Marketing
3. Definitions
Ethical marketing refers to practices that
emphasize transparent, trustworthy, and
responsible personal and/or organizational
marketing policies and actions that exhibit
integrity as well as fairness to consumers and
other stakeholders.
– Ethics in Marketing, International Cases and Perspectives, Patrick E.
Murphy, Gene R. Laczniak, and Andrea Prothero, p. 4
Ethics in Advertising and Marketing
4. Pricing
• Price gouging
• Price fixing and collusion
• Predatory pricing
Ethics in Advertising and Marketing
5. Product Issues
• Product safety
• Product counterfeits
• Health effects
Ethics in Advertising and Marketing
6. Sales Tactics
• High-pressure selling tactics
• Coercion in channel distribution (price
concessions)
• Over the top psychological approaches (fear-
based selling)
Ethics in Advertising and Marketing
7. Advertising
• Sexual exploitation of gender or ethnic
stereotyping
• Bait and switch advertising
• Misleading online advertising
• Deceptive advertising
Ethics in Advertising and Marketing
10. Hunky Dory
• Brand owned by Irish company Largo Foods
• Campaign ran after Ireland won Grand Slam
for Six Nations Competition
• Advertising Standards Authority for Ireland
received 300+ complaints
• Irish Rugby Football Union criticized the ads
and threatened legal action
• Largo: recession, brand personality, fun!
Ethics in Advertising and Marketing
12. Old
• One to many
• Synchronous
• “Push” marketing
• Geographic barriers
• Unique Selling
Proposition
• Sales funnel
Ethics in Advertising and Marketing 12
13. Old Marketing Paradigm
The Sales Funnel
Leads
Sales Cycle
Sales Revenues
Ethics in Advertising and Marketing 13
14. New
• Many to many
• Asynchronous
• “Pull” marketing
• Geographic
boundaries fall
• UBN: Unique Buying
Need
• Buying funnel
Ethics in Advertising and Marketing 14
15. New Marketing Paradigm
The Buying Funnel
Prospects
Buy Cycle
Customers
Ethics in Advertising and Marketing 15
16. Group Project Tip - Powerpoint
• Powerpoint is one form of presentation for the Group
Project
• Watch this video on effective Powerpoints:
http://vimeo.com/56559291
Ethics in Advertising and Marketing
17. Group Project Tip - Infographic
• What is an infographic?
Information graphics or infographics are graphic visual representations of
information, data or knowledge intended to present complex information
quickly and clearly.[1][2] They can improve cognition by utilizing graphics to
enhance the human visual system’s ability to see patterns and trends.[3][4] The
process of creating infographics can be referred to as data
visualization, information design, or information architecture.[2] (Wikipedia)
• Examples
– http://www.centerforpublictrust.org/2012/04/13/ethi
cs-awareness-marapr-2012/
– http://www.caldwellforhouse.com/news/infographic-
georgias-ethics-problem/
Ethics in Advertising and Marketing
18. Personal Mission Statement
Writing a Personal Mission Statement
If you want to begin writing a mission statement, I suggest
opening up a new Word document or taking a blank sheet
of paper and answering the three following questions:
– Who do I want to be?
– What do I want to do?
– What do I value?
• http://www.thechangeblog.com/how-a-personal-
mission-statement-can-help-you-change/
Ethics in Advertising and Marketing
19. Personal Mission Statement
“I will support innovative ideas and companies by
investing resources and time in
people, products, and services that use technology
and/or new approaches to transform their
industries. I will continue to serve as a mentor to
young entrepreneurs and position myself as an
advocate for entrepreneurship. Finally, I will devote
myself to philanthropic efforts that create
meaningful and positives change for youths.”
http://www.forbes.com/sites/patrickhull/2012/12/27/3-tips-for-a-resolution-
youll-keep-your-personal-mission-statement/
Ethics in Advertising and Marketing
20. Personal Mission Statement
I want to continuously promote and foster a cooperative
environment wherever I go.
I want to make everyone feel welcome in my
presence, and yet retain my strength and individuality.
I will use my talents as a communicator to teach others.
I will use my social skills to bring people closer together.
I will be inspired by the smallest of challenges.
I will live in awe of my good fortune in life.
http://www.inspirational-sayings-in-action.com/example-of-a-
personal-mission-statement.html
Ethics in Advertising and Marketing