Ethical Marketing“Selling goods by doing good”

Seeks to promote honesty, fairness, and responsibility in all advertising

Tricky because everyone has different ideas of right and wrong (gray area)

High ethics + innovation = good brand perception

Honesty ROIHonesty of Relationship: Say who you’re representing

Honesty of Opinion: Say what you really believe

Honesty of Identity: Never lie about who you are

Non-Ethical Methods

Advertising claims that are partly true/ring true to make consumers buy products that are not in their best interest

Pharmaceuticals

Fast Food- lifestyle ads

Cosmetics – targeting certain ages

Magazine content

Non-Ethical Methods

Exaggeration

Puffery

StereotypingFalse brand comparisons

Who are you comparing

Children in advertising

Unverified claims

Some ethical companies

Colgate-Palmolive

All State

Dell Inc.

Ford

Gap

Kelloggs

Loreal

Petco

Hershey

Visa

By Forbes

“Unethical ads will get you more fixations, but ethical business practices will attract more loyal customers in the

long run.”-Jakob Nielson, Web Usability Expert

Examples of Non-Ethical Advertising

Is it ethical?

Brand Marketing & Identities

A company’s brand represents their market identity—who they are, what they do, what kind of quality they provide, their reputation for trustworthiness, and more

Promoting through social media privacy settings

Using the user’s identities to their advantage

Brand Marketing Positives

Marketer can read:

Data of what people like

What their affiliations are

How they engage with the world online

Shapes their best audience

Consumer determines their

marketing experience

Brand Marketing Negatives

Small differences between brandsmay make people act on irrational motives (brand loyalty, status)

Enhances consumerism/destructive patterns of consumption

Contributes to stereotypes through ads

Oreo Daily Twist Campaign

2012- to celebrate 100 years

History with a twist of current

news

Spark conversation and sharing

Time relevant, news relevant

Got info from brand marketing

Works Cited Diaz, A. (2012). Oreo’s 100-Day 'Daily Twist' Campaign Puts Cookie in

Conversation. Adage.com. Retrieved from http://adage.com/article/digital/oreo-s-daily-twist-campaign-puts-cookie-conversation/237104/

Ethics in Advertising. Eternal World Television Network. Retreieved from https://www.ewtn.com/library/CURIA/PCSCADVR.HTM

Gutierrez, M. (2012). The ethics of social media marketing. The Huffington Post. Retrieved from http://www.huffingtonpost.com/mateo-gutierrez/social-media-marketing_b_2206357.html

Ethical Marketing. (2012). Marketing-Schools.org Retrieved from http://www.marketing-schools.org/types-of-marketing/ethical-marketing.html

Markgaf, B. (2016) Examples of Questionable Marketing Ethics. Demand Media. Houston Chronicle. Retrieved from http://smallbusiness.chron.com/examples-questionable-marketing-ethics-60520.html

Adams, S. (2015). The World’s Most Ethical Companies 2015. Forbes.com. Retrieved from http://www.forbes.com/sites/susanadams/2015/03/19/the-worlds-most-ethical-companies-2015/2/#ad02c0333919

Sernovitz, A. (2015). Word of Mouth Ethics and Social Media Ethics 101. GasPedalLLC. Retrieved from http://damniwish.com/ethics/