tailieunhanh - Marketing Communications - Chapter 21

Appreciate the ethical issues associated with advertising, sales promotions, and other marcom practices. Understand why the targeting of marketing communications toward vulnerable groups is a heatedly debated practice. Explain the role and importance of governmental efforts to regulate marketing communications. Be familiar with deceptive advertising and the elements that guide the determination of whether a particular advertisement is deceptive. | Ethical, Regulatory, and Environmental Issues CHAPTER 21 Appreciate the ethical issues associated with advertising, sales promotions, and other marcom practices. Understand why the targeting of marketing communications toward vulnerable groups is a heatedly debated practice. Explain the role and importance of governmental efforts to regulate marketing communications. Be familiar with deceptive advertising and the elements that guide the determination of whether a particular advertisement is deceptive. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 21– 21– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Be acquainted with the regulation of unfair business practices and the major areas where the unfairness doctrine is applied. Know the process of advertising self-regulation. Appreciate the role of marketing communications in environmental (green) marketing. . | Ethical, Regulatory, and Environmental Issues CHAPTER 21 Appreciate the ethical issues associated with advertising, sales promotions, and other marcom practices. Understand why the targeting of marketing communications toward vulnerable groups is a heatedly debated practice. Explain the role and importance of governmental efforts to regulate marketing communications. Be familiar with deceptive advertising and the elements that guide the determination of whether a particular advertisement is deceptive. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 21– 21– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Be acquainted with the regulation of unfair business practices and the major areas where the unfairness doctrine is applied. Know the process of advertising self-regulation. Appreciate the role of marketing communications in environmental (green) marketing. Recognize the principles that apply to all green marcom efforts. Chapter Objectives (cont’d) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 21– 21– © 2010 South-Western, a part of Cengage Learning. All rights reserved. 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 community 21– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Sources of Ethical Issues Ethical Issues in Marketing Activities and Communications Advertising Targeting Marcom Public Relations Internet Marketing Sales Promotions Packaging Communications 21– © 2010 .