Pachuau
ETHICAL ISSUES IN MARKETING & ADVERTISING
Advertising is communication for advancing an issue/ cause. Criticism includes exaggerated claims and outright falsehoods. Lack of taste, irritating repitition and offensive character including negative stereotypes. Charged with creating a consumerist culture and emptying communication of content.
THE ECONOMIC ANALYSIS OF ADVERTISING
Advertising is wasteful. No value added to automobile quality or safety through ads. Defensive advertising to create illusory differences to increase market share. The difference is ads provide information to facilitate consumer choice. Image is an enhancer of customers perception of value.
ADVERTISING IS INEFFICIENT
Ads distort free market operation. Distort free market operation. Brand leaders spend disproportionately to maintain/ increase market share. Heavy advertising raises the prises of products. Example: Breakfast cereals.
Defence: Advertising fosters competition and facilitates market entry.
Advertising leads to increased volumes which permits lower cost.
PERSUATION, BEHAVIOUR CONTROL AND DEPENDANCE EFFECT.
Vance Packards “The Hidden Persuaders” suggests behaviour control and the risks from it.
John Kenneth Galbraiths “Dependance effect” the creation of customer wants not just satisfying existing ones.
WHICH WANTS ARE WORTH SATISFYING , THE ISSUES OF STATUS, IMAGE AND POSITIVE ASSOCIATIONS ?
Rational persuation and free choice advertising exploits deep seated emotions and short circuits logical thinking.
Subliminal advertising seen by some as unscrupulous.
Product placement prevents critical evaluation of brands deceptive advertising patently false claims hair restoration: Anacin claim true but misleading reasonable knowledge the key.
MARKETING AND PRODUCT SAFETY
Consumer rights pioneering books include nader’s “unsafe at any speed”
Seller’s rights include product, pricing, distribution and promotion rights.
Consumer rights:
Advertising is communication for advancing an issue/ cause. Criticism includes exaggerated claims and outright falsehoods. Lack of taste, irritating repitition and offensive character including negative stereotypes. Charged with creating a consumerist culture and emptying communication of content.
THE ECONOMIC ANALYSIS OF ADVERTISING
Advertising is wasteful. No value added to automobile quality or safety through ads. Defensive advertising to create illusory differences to increase market share. The difference is ads provide information to facilitate consumer choice. Image is an enhancer of customers perception of value.
ADVERTISING IS INEFFICIENT
Ads distort free market operation. Distort free market operation. Brand leaders spend disproportionately to maintain/ increase market share. Heavy advertising raises the prises of products. Example: Breakfast cereals.
Defence: Advertising fosters competition and facilitates market entry.
Advertising leads to increased volumes which permits lower cost.
PERSUATION, BEHAVIOUR CONTROL AND DEPENDANCE EFFECT.
Vance Packards “The Hidden Persuaders” suggests behaviour control and the risks from it.
John Kenneth Galbraiths “Dependance effect” the creation of customer wants not just satisfying existing ones.
WHICH WANTS ARE WORTH SATISFYING , THE ISSUES OF STATUS, IMAGE AND POSITIVE ASSOCIATIONS ?
Rational persuation and free choice advertising exploits deep seated emotions and short circuits logical thinking.
Subliminal advertising seen by some as unscrupulous.
Product placement prevents critical evaluation of brands deceptive advertising patently false claims hair restoration: Anacin claim true but misleading reasonable knowledge the key.
MARKETING AND PRODUCT SAFETY
Consumer rights pioneering books include nader’s “unsafe at any speed”
Seller’s rights include product, pricing, distribution and promotion rights.
Consumer rights: