4.01D ACQUIRE A FOUNDATIONAL KNOWLEDGE OF PROMOTION TO UNDERSTAND ITS NATURE
AND SCOPE.
PERFORMANCE INDICATOR
EXPLAIN ETHICAL ISSUES
1. Fear-Based Advertising
defined as:
A proven set of marketing
strategies and tactics used to
motivate target audiences to take
massive action quickly.
Desired outcomes are achieved
quickly through persuasive
The objective is to focus attention
on the painful consequences of
inaction contrasted with the hope
of a desired future.
These marketing techniques are
best used when credible threats
FUD = Fear, uncertainty, and doubt
Gene Amdahl after he left IBM
to found his own company: “FUD is the fear, uncertainty,
and doubt that IBM sales people instill in the minds of potential customers who might be
considering [Amdahl]
Fear-based advertising s upon a potential
customer’s fear of missing out, to
stimulate them into purchasing a product before they’re ready to do so.
Fear is also used as a way to suggest
2. Begin with three-powerful words: "In my experience..." For instance, "In my experience, I wouldn't be here today without the help of (fill in the blank) drug, car, doctor, etc."
3. Then take message frequency and pair it with something
relevant, and you
TARGETING - finding and reaching the
maximum number of qualified prospects at
the lowest possible cost - in part by leveraging
proven high-tech marketing systems that enable you to measure and manipulate every aspect of your online marketing campaigns in seconds at the click of a button; and,
POSITIONING - persuading the maximum number of your prospects to buy from you by using high-touch sales techniques that tap into the most powerful motivating emotions -
4. Tapping into our fear is a
huge marketing tool. Why?
Because we humans respond to bad
5. Fear is the strongest human
motivator.
Parents use fear to get their child to act or react to situations from when they were an infant. Here are a few favorites:
"Don't play with (interject any long, slim object) or you will poke your eye out." It must work,
because I have never met anyone who has actually ever poked his or her eye out.
"If you make a face like that it will stick like that."
Yep, we all know a few people this has happened to.
"If you fall out of that tree and break your legs don't come running to me." Makes sense.
"Don't sit so close to television or you'll go blind."
6. Effective use of fear in
advertising when:
They provide (1) high levels of a
meaningful threat or important problem
(2) high levels of efficacy or the belief
that an individual’s change of behavior
will reduce the threat or problem. That is, fear appeals work when you make the
7. Fear-based advertising is
unethical when:
engendering perceptions or attitudes that
are negative or unethical, e.g.,
overly dramatic and graphic, lacks social responsibility,
exploitative,
stimulates unneeded demand, and involves inappropriate manipulative
Discuss sexism/stereotyping in
advertising.
How ethical it is to do so?
Three areas of focus
(1) if sex actually sells and if so, when and where is it being used in advertising,
(2) the use of men and women in ads of a sexual nature,
(3) the role that ethics plays in the use of sexual appeals in
What can Advertisers do to ease public
concerns:
(1) targeting commercials as carefully as possible to
avoid unnecessary conflict and to minimize the
viewing of sexual appeals by people who might be disconcerted by them,
(2) heightening their own awareness of the impact of
their sexual appeals on the public at large as well as on their target market,
(3) testing the effects of their commercials, not only
on their target, but also on other members of the public who might see their commercials, and
(4) considering the effects of their commercials in
Children are an important marketing
target for certain products.
Why are children vulnerable:
Because their knowledge about products, the media, and selling strategies is usually not as well developed as that of adults
Children are not aware of marketing tactics and messages. For example, studies linking relationships between tobacco and alcohol marketing with youth consumption resulted in increased public pressure directly leading to the regulation of marketing for those products.
The use of the Internet to market to children also raises ethical issues. Sometimes a few unscrupulous marketers design sites so that children are able to bypass adult
supervision or control; sometimes they present objectionable materials to underage consumers or pressure them to buy
items or provide credit card numbers. When this happens, it is likely that social pressure and subsequent regulation will
In the United States, marketing
to children is closely controlled.
Federal regulations place limits
on the types of marketing that
ETHICAL ISSUES IN MARKETING TO
MINORITIES
Concerns:
Ethical issues arise when marketing tactics are designed
specifically to exploit or manipulate a minority market segment.
Offensive practices may take the form of negative or
stereotypical representations of minorities, associating the consumption of harmful or questionable products with a
particular minority segment, and demeaning portrayals of a race or group.
Ethical questions may also arise when high-pressure selling
When targeting minorities:
Firms must evaluate whether the
targeted population is susceptible to
appeals because of their minority status.
The firm must assess marketing efforts to
Discuss the ethical issues associated with sales promotion sweepstakes, samples, rebates, and premiums.
In the area of promotions:
• avoidance of false and misleading advertising;
• rejection of high-pressure
manipulations, or misleading sales tactics;
Explain the use of stealth marketing.
In stealth marketing people are paid to use or
pitch products in public settings without
disclosing the fact that they are being paid to do so.
FTC states that "the failure to disclose the
relationship between the marketer and the consumer would be deceptive unless the relationships were otherwise clear from the
context."
Four areas of concern:
1) it's deceptive, 2) it's intrusive,
3) it can take advantage of the kindness of
strangers (like the camera phone example), and 4) it can turn family and friends into corporate
Discuss ethical issues associated
with use of customer information
obtained on the Internet.
Privacy
Information collected from customers should be confidential and used only for expressed purposes. All data,
especially confidential customer
data, should be safeguarded against unauthorized access. The expressed wishes of others should be respected with regard to the receipt of
Ownership
Information obtained from the Internet sources should be properly authorized and documented. Information ownership should be safeguarded and respected. Marketers should respect the integrity and ownership of computer and network systems.
Access
Marketers should treat access to accounts,
passwords, and other information as confidential, and only examine or disclose content when
authorized by a responsible party. The integrity of others’ information systems should be respected
Describe ways that businesses use socially responsible promotions.
Socially responsible companies are
increasing their charitable
contributions and committing to making the world, or their
What is CSR? CSR is short for
corporate social responsibility, a
concept whereby businesses and
organizations perform a social
good or take responsibility for
Examples:
A company investing in responsible
drinking and not just in promoting their alcoholic beverages.
Tyson Foods launched a campaign in
Austin in which it agreed to donate 100 pounds of chicken to the Capital Area Food Bank of Texas for every
comment posted on its blog. They
Haagen-Dazs: Honeybees are disappearing at an
alarming rate — and that’s bad news for the global food chain. Haagen-Dazs decided to create a
microsite to raise awareness about the issue: “Honey bees are responsible for pollinating one-third of all the foods we eat, including many of the ingredients that define our all-natural ice creams, sorbets, frozen yogurt and bars.” Again, smartly tying it back to the company’s core mission.
The company is donating a portion of proceeds from
its Haagen-Dazs honeybee brand to research on the topic, and it launched a modest Twitcause campaign through the #HelpHoneyBees hashtag, raising $7,000 in two days last November (“Bee Buzz generated:
