Ethical, Regulatory, and Environmental Issues

1、powerpoint presentation by charlie cook the university of west alabama eighth edition 2010 south-western, a part of cengage learning all rights reserved. chapter 21 integrated marketing communications in advertising and promotion 1. appreciate the ethical issues associated with advertising, sales pr

2、omotions, and other marcom practices. 2. understand why the targeting of marketing communications toward vulnerable groups is a heatedly debated practice. 3. explain the role and importance of governmental efforts to regulate marketing communications. 4. be familiar with deceptive advertising and th

3、e 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.212 5. be acquainted with the regulation of unfair business practices a

4、nd the major areas where the unfairness doctrine is applied. 6. know the process of advertising self-regulation. 7. appreciate the role of marketing communications in environmental (green) marketing. 8. recognize the principles that apply to all green marcom efforts. chapter objectives (contd) after

5、 reading this chapter you should be able to: 2010 south-western, a part of cengage learning. all rights reserved.213 2010 south-western, a part of cengage learning. all rights reserved.214 2010 south-western, a part of cengage learning. all rights reserved.215 ethical issues in marketing activities

6、and communications advertising targeting marcom public relations internet marketing sales promotions packaging communications 2010 south-western, a part of cengage learning. all rights reserved.216 2010 south-western, a part of cengage learning. all rights reserved.217 2010 south-western, a part of

7、cengage learning. all rights reserved.218 targeting food and beverage products targeting tobacco and alcohol products targeting miscellaneous products ethical issues in targeting children and teens 2010 south-western, a part of cengage learning. all rights reserved.219 2010 south-western, a part of

8、cengage learning. all rights reserved.2110 2010 south-western, a part of cengage learning. all rights reserved.2111 targeting tobacco products figure 21.1 2010 south-western, a part of cengage learning. all rights reserved.2112 advertising creates and perpetuates stereotypes advertising persuades pe

9、ople to buy things they do not need advertising plays on peoples fears and insecurities criticisms of advertising advertising is untruthful and deceptive advertising is manipulative advertising is offensive and in bad taste 2010 south-western, a part of cengage learning. all rights reserved.2113 201

10、0 south-western, a part of cengage learning. all rights reserved.2114 2010 south-western, a part of cengage learning. all rights reserved.2115 label information packaging safety packaging graphics environmental implications packaging and branding ethical issues brand naming and brand name theft 2010

11、 south-western, a part of cengage learning. all rights reserved.2116 2010 south-western, a part of cengage learning. all rights reserved.2117 2010 south-western, a part of cengage learning. all rights reserved.2118 take only actions that would be viewed as proper by an objective panel of your profes

12、sional colleagues act in a way that you would want others to act toward you would l feel comfortable explaining this action on television to the general public?” 2010 south-western, a part of cengage learning. all rights reserved.2119 2010 south-western, a part of cengage learning. all rights reserv

13、ed.2120 deceptive advertising unfair practices information regulation federal trade commission (ftc) regulatory authority 2010 south-western, a part of cengage learning. all rights reserved.2121 misleading misrepresentation or omission reasonable consumer test material misrepresentation elements of

14、the ftcs deception policy 2010 south-western, a part of cengage learning. all rights reserved.2122 2010 south-western, a part of cengage learning. all rights reserved.2123 2010 south-western, a part of cengage learning. all rights reserved.2124 2010 south-western, a part of cengage learning. all rig

15、hts reserved.2125 2010 south-western, a part of cengage learning. all rights reserved.2126 2010 south-western, a part of cengage learning. all rights reserved.2127 2010 south-western, a part of cengage learning. all rights reserved.2128 2010 south-western, a part of cengage learning. all rights rese

16、rved.2129 2010 south-western, a part of cengage learning. all rights reserved.2130 green advertising addressing the biophysical environment figure 21.2 2010 south-western, a part of cengage learning. all rights reserved.2131 2010 south-western, a part of cengage learning. all rights reserved.2132 green advertising presenting an image of environmental responsibility figure 21.4 2010 south-western, a part of cengage learning. all rights reserved.2133 make specific claims