Ethics - Social Responsibility Marketing

Question 1

what is ad fraud

Answer 1

generation of fake traffic through automated clicking programs, despite the high click rates there is no possibility of any of the clicks leading to a sale, so the advertiser is paying for nothing

Question 2

what is unethical marketing

Answer 2

misleading advertising (no fat but lots of sugar),
glamourising smoking,
manipulation of statistics (Brexit),
exploiting vulnerable people

Question 3

example of manipulation of statistics

Answer 3

350 million in Brexit vote

Question 4

what is legislation in terms of ethics in marketing

Answer 4

consumer protection from unfair trading from EU

Question 5

features of consumer protection from unfair trading

Answer 5

not misleading,
not aggressive,
no direct incitement,
no pressure selling

Question 6

what are voluntary pledges (ethics)

Answer 6

EU pledge not to advertise harmful things to kids such as unhealthy food

Question 7

who has done a voluntary EU voluntary pledge

Answer 7

Burger King,
Coca Cola,
Pepsico

Question 8

why are voluntary pledges not ideal

Answer 8

different companies have different ideas about how old a child is (some do 8+) and what an acceptable level of sugar/fat consumption is etc

Question 9

who is the majority of marketing regulated by

Answer 9

majority of marketing is self regulated by the industry

Question 10

how have Unilever been hypocritical in terms of ethics

Answer 10

dove adert about women loving own skin, lynx effect advert objectifying women (hypocritical)

Question 11

what is social marketing

Answer 11

using marketing techniques for the public good

Question 12

what does social marketing require and what does it lead too

Answer 12

social marketing requires understanding of people and behaviours, leads to planned action from government

Question 13

what are some examples of social marketing

Answer 13

change 4 life,

anti smoking campaigns