CP chapter 14 marketing ethics

CP chapter 14 marketing ethics

1. Exploitive marketing

   • Marketing to children
     • Very impressionable age- easily influenced
       • consumption requests start with food and toys
         • The older the child the more influence he has on purchase behaviour (negotiation, crying)
           • Appeal shapes & colours, cartoon characters on packaging & promotion and including of toy
             • F&B communicate by placement and ad content
               • has to pass ad standards/guidelines
   • Nutritional labeling
     • sometimes misleading and uninformative
       • Questionable serving size,
         • Use color/adjectives in packaging "natural" implies healthier
   • Pharmaceutical advertising
     • Direct-to- consumer marketing of drugs is permitted
       • In SG only over-the-counter medication
         • Some misleading: exaggeration of efficiency, downplay side effects of drug

2. Consumer privacy

   • SG personal data protect act
   • Misuse of customers contact details for marketing

3. Marketers should be sincere about values told, long lasting customers and loyalty will come along

4. Cause-related marketing- invest in causes that are socially desirable and supported by public