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Marketing Management Essay

1579 words - 7 pages

Ethical marketing standards for business are important, particularly in the age of the Internet where information is accessible to anyone and may remain online indefinitely. False advertising is a familiar issue, and most business people are aware of the risk of exaggerated product claims, but the main implication is that because of the advertising “watchdogs”, companies indulging in this practice may be caught and punished. Other issues with ethical implications are not as clear-cut, and the consequences, especially for the consumer, may be serious.
Vulnerable Audiences
In the same way that the use of racial or ethnic groups in advertising can serve to stereotype them, the absence from ...view middle of the document...

[Print off article from: http://www.smh.com.au/business/retail/nurofen-painkillers-to-be-pulled-over-misleading-claims-20151213-glmo5s.html]
There was also an alert on the CHOICE website as follows:
“**Update 5 March 2015: ACCC takes Nurofen maker to court over pain killers which claim to target specific pain”.
[Print off article from: https://www.choice.com.au/health-and-body/medicines-and-supplements/prescription-medicines/articles/pain-relief-drugs-panadol-and-nurofen]
The facts are that Nurofen as a brand can be tarnished by this sort of exploitation. I myself went into a pharmacy to acquire some Nurofen for a friend who had migraine a few months ago and the pharmacist himself advised that there was absolutely no difference between the “specially formulated” Nurofen and the “normal” Nurofen. The only difference he told me was that price. The “normal” Nurofen was half the price. Consumers can feel quite rightly that this company is exploiting their vulnerability as sick patients.

Stereotyping-
Marketing campaigns often cast particular groups in stereotypical roles, such as washing powder advertisements that show women as housewives preoccupied with their laundry, or do-it-yourself marketing that seldom portray anyone other than men as being “handy.” In addition, the stereotypical impression created by much commercial marketing is that having an abundance of possessions will lead to fulfilment and happiness, but the opposing message is that the consumer will not be part of the happy group if he does not purchase the product.
Subliminal Messaging
Inserting subliminal messages in marketing material is an effort to manipulate the thinking of the consumer.
Exploiting Social Paradigms
Cultural and ethnic sensitivities may cause certain groups to find some types of marketing offensive. For example, marketing for a luxury car that shows the driver as a man who is able to charm an attractive woman makes a number of social statements that could offend. These include the suggestion that a woman only cares about financial success, the idea that a man needs a luxury car to attract the woman of his dreams, and the promise that if the consumer buys such a car, he will immediately become desirable.
Post-Purchase Dissonance
What you see is often not what you get. Post-purchase dissonance occurs when the consumer buys something marketed through mail order, for example, and finds on receipt of the goods that the quality is inferior to his expectations. He can usually return the product for a refund, but the marketer counts on the fact that sending the item back and incurring the cost of postage and insurance may cause buyers not to bother.
Deceptive (False) Advertising
Businesses are not allowed to make statements that are incorrect or likely to create a false impression.
This rule applies to their advertising, their product packaging, and any information provided to you by their staff or online shopping services.It also applies to any...

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