C11

Question 1

Theoretical ethical theories

Answer 1

Teleological: deal with moral worth of behaviour as determined by its consequences. To be ethical a decision should be based on what is best for everyone.

Deontological: focus on the results of a particular action. Place greater weight on personal and social values than on economic values.

Marketing mix: product price promotion distribution packaging.

Question 2

Perils of precision targeting

Answer 2

Consumers lords of privacy is an incredibly problematic ethical issues.

Advertisers narrowcasting to reach target markets.

Question 3

Manipulating consumers

Answer 3

Forced exposure to advertising (product placement)

Tinkering with consumers perception

Convert marketing (messages appear to come from independent parties when they don’t)

Socially undesirable representations (ethnicities not represented in US TV adverts)

Question 4

Public policy

Answer 4

Pp makers develop policies that intervene in the process or outcome of marketing exchanges to benefit society.

5 intervention types: regulation, consumer education, encouragement of industry self regulation, incentives, complaints handling.

Question 5

Unconscionable conduct

Answer 5

Occurs when a strong party takes unfair advantage of its superior bargaining power. Includes: high pressure sales techniques, harassment, use of standard form contracts with no room for negotiation, taking advantage of people who don’t understand documents involved.

Question 6

Sensitive advertising issues

Answer 6

Advertising to children

Sexism in advertising

Cigarette and alcohol advertising