StudentShare solutions
Triangle menu

Marketing Ethics: Psst Have you heard - Coursework Example

Nobody downloaded yet

Extract of sample
Marketing Ethics: Psst Have you heard

He nevertheless does not understand that the subscriptions were promoted through lies which the football fans were fed. With the lies and in retrospect of the scenario presented by the actors who were posing as football fans, the text subscription service was promoted. The true essence of ethical marketing is to use the tools of marketing and promotion in a creative way and not to exploit the consumers. Stealth marketing mars the true spirit of marketing as the consumers are exploited without them being aware of something being promoted. Goodkind also goes on to say that it is okay for Sneeze to build a promotional campaign based on lies as there are already a lot of unethical practices happening in the field of marketing. However, this cannot be an excuse as each marketer and each individual must be responsible for his/her own actions. Moreover, Stealth Marketing hides the true essence of the value of a brand which should be promoted. For example, if an individual is hired to generate false word-of-mouth for a particular brand, it would undermine the true essence of what value a brand actually presents a market and stealth marketing takes the naturalism away from a brand (Langer et al, 2006). 2. What were the football club’s communication objectives? Communication strategy is not only limited to the Above the Line and Below the Line advertising campaigns. It also includes Sales Promotions, PR Activities, Customer Service and Public Selling. The Football club’s primary objective for the text subscription campaign as stated was to keep the football fans updated on the latest developments in the football club. Initially, Premiership football club chose to promote the service through its own literature which may include, but not limited to corporate broachers, flyers etc. It also hired a bunch of attractive girls who would distribute promotional material to the fans. But this apparently did not work. Their main objective of communication was beyond just keeping their fans abreast with the latest trends and progression going on at the club. It was to promote the text subscription service itself. Eventually, Sneeze was hired which communicated the message, encoded in a stealth message of a person being fired because of using a particular text subscription service, and getting the actual feedback in the form of increased number or subscriptions and an unnecessary feedback of getting the customer signing a fake petition. The message actually did promote the service as the audience selected itself was football fans. The objective of this communication and the one adopted overall was to inform the customers about a particular texting subscription and to generate a significant number of sign-ups for the text service. The reason for communicating the message was therefore to affect the attitudes and beliefs of the audience towards the texting service in question. Secondly, the campaign which was designed by Sneeze was in response to Premiership football club’s instructions and initial failure to attract enough sign-ups. The campaign did not highlight the brand of Premiership Football Club as a major influencer but instead, the actors would pull out a piece of ...Show more
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Ethics: Psst Have you heard Coursework”, n.d.)
Retrieved from https://studentshare.net/marketing/66218-case-study-and-answer-question
(Marketing Ethics: Psst Have You Heard Coursework)
https://studentshare.net/marketing/66218-case-study-and-answer-question.
“Marketing Ethics: Psst Have You Heard Coursework”, n.d. https://studentshare.net/marketing/66218-case-study-and-answer-question.
  • Cited: 0 times

Summary

Marketing Ethics: Psst! Have you heard? 1. What are the ethical issues in relation to stealth marketing? Ethics can be defined as moral principles and values which an individual, an organization or any other entity display through their conduct (Smith et al, 1992). In the case of stealth marketing, Sneeze, a marketing agency which was hired by Premiership football club, deemed it ethical if it planted paid actors in different pubs and bars located around the ground to promote the text subscription of the football club…
Marketing Ethics: Psst Have you heard
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the coursework on your topic
"Marketing Ethics: Psst Have you heard"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Ethics
These guidelines, some written and others just common knowledge, are known as ethics. These are the maxims that dictate the extent to which one can go in implementing their ideas without putting the rights and feelings of others in jeopardy. With the rapid development of technology, it has become hard for any profession or industry to ignore the positive effects of incorporating one technological tool or the other in their daily businesses.
7 pages (1750 words) Coursework
Marketing
The first step is to register your business and establish as many references as possible. Thee next general step that should be taken is to first register your business as a supplier with the appropriate agency (Municipal, state, federal etc). After this point you (As a supplier) should search for possible published opportunities and should an opportunity that fits your product or service offering become available then you can begin the actual tender preparation.
2 pages (500 words) Coursework
Ethics
Changes, necessary to promote professional ethics, can be brought about by demonstrating leadership and keeping close coordination with other professionals within and outside clinical settings. Nurses must work within ethical, professional and legal boundaries and report immediately to authorities if they witness any negligence or lack of professionalism.
3 pages (750 words) Coursework
Marketing
Since September 25, 2010 the company had a global count of 317 retail outlets with 233 of these in the US. The company targets the educational market directly through its direct sales force. The company provides support to third party
1 pages (250 words) Coursework
Ethics
Due to poor living conditions and salaries, corruption among the prison staff is inevitable. There is need to increase remuneration of the prison warders and refurbish their working conditions. It refers to prison riots that occurred on ninth of September 1971 at the
1 pages (250 words) Coursework
Case study and answer question
Sneeze chose to promote the subscription by hook or by crook. Graham Goodkind, who is the owner of the agency, argues that his company
4 pages (1000 words) Coursework
Marketing Objectives and Ethics in marketing
Social responsible actions present an opportunity for the companies to do well by doing good things. By being fair to the stakeholders and customers, ethical companies are
1 pages (250 words) Coursework
Social Responisbility and marketing ethics
ere to the regulations of business outside those that are codified into a legal act .Much as a firm wants to make fair profits, it must also be aware of and protect the environment in which it operates-customers today anticipate and require more from what they buy, including
2 pages (500 words) Coursework
Ethics
These areas include the analytical, sequential, interpersonal and imaginative thinking. Thinking should revolve around these models. However, there is a great tendency among human beings including leaders to prefer one or more kinds of thinking over the others.
4 pages (1000 words) Coursework
Ethics
cal Association (2015), psychologists are required to respect a person’s religion, sexual orientation, disability, language, culture, race or other differences in people. As a future psychologist, I will ensure that I will not only respect people’s dignity and privacy
1 pages (250 words) Coursework
Comments (0)
Click to create a comment
Let us find you another Coursework on topic Marketing Ethics: Psst Have you heard for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us