Advertising, Promotion and other aspects of integrated marketing communication

CHAPTER 21 Ethical, Regulatory, and Environmental Issues © 2010 South-Western, a part of Cengage Learning All rights reserved. Eighth Edition PowerPoint Presentation by Charlie Cook The University of West Alabama Chapter Objectives After reading this chapter you should be able to: 1. Appreciate the ethical issues associated with advertising, sales promotions, and other marcom practices. 2. Understand why the targeting of marketing communications toward vulnerable groups is a heatedly debated practice. 3. Explain the role and importance of governmental efforts to regulate marketing communications. 4. Be familiar with deceptive advertising and the elements that guide the determination of whether a particular advertisement is deceptive. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 21–2 Chapter Objectives (cont’d) After reading this chapter you should be able to: 5. Be acquainted with the regulation of unfair business practices and the major areas where the unfairness doctrine is applied. 6. Know the process of advertising self-regulation. 7. Appreciate the role of marketing communications in environmental (green) marketing. 8. Recognize the principles that apply to all green marcom efforts. © 2010 South-Western, a part of Cengage Learning. All rights reserved. 21–3 Ethical Issues in Marketing Communications • Ethics in Marcom Involves matters of right and wrong, or moral, conduct pertaining to any aspect of marketing communications Honesty, honor, virtue, integrity • Ethical Conduct Lack of consensus about what it is Ethical lapses and moral indiscretions occur under pressures of trying to meet business goals and attempting to satisfy the demands of the financial © 2010 South-Western, a part of Cengage Learning. All rights reserved. 21–4 Sources of Ethical Issues Targeting Marcom Advertising Public Relations Ethical Issues in Marketing Activities and Communications Packaging Communications Internet Marketing © 2010 South-Western, a part of Cengage Learning. All rights reserved. Sales Promotions 21–5 ... - tailieumienphi.vn