Chapter 15 – Integrated marketing communications is the careful coordination of all promotional messages traditional advertising, direct marketing, interactive, public relations, sales promotion, personal selling, event marketing, and other communicationsfor a product or service to assure the consistency of messages at every contact point where a company meets the consumer. Review the information about IMC and the promotional mix from section 15-6 and 15-7 of your text. Then think about a product you have considered buying lately or one you recently bought. What elements of the promotional mix were used for this product? Where they integrated? How or how not? Be sure to use three textbook concepts and highlight them in your answer. (200 words)
ETHICS EXERCISE
Chapter 16 – Creative Advertising Agency has been asked to help its largest client improve its corporate image after a highly publicized product recall. The client requests a television advertisement highlighting the companys generous donation of products to low-income families. The only such donation the company has made, however, is a donation of the recalled products. The account executive fears promoting the donation could cause further consumer backlash, but the client continues to press for the spot. (300 words total)
1. Should Creative Advertising meet the clients expectations (i.e., create the promotional spot) or risk losing the account? Explain your reasoning.
2. What does the AMA Code of Ethics say about truth in advertising? Go to http://www.marketingpower.comand review the code. Then write a brief paragraph on what the AMA Code of Ethics contains that relates to this issue.
CHAPTER 15 – promotional mix
The product that I purchased recently, which involved an array of promotional mix, was a Dell personal computer. The first time I got interested with this product is when I saw its advert in a newspaper. After spotting the advert, I contacted some sales persons of the same product to seek more information. Later, I attended a training program that was hosted by the product’s experts – who helped me with a lot of information regarding the computers’ technical features.
Although there were many other computer brands that I learnt about, I finally resolved to purchase the brand I selected because of the promotional mix that I was subjected to. Although all the elements played a role in my decision to purchase the product, the major influence came from the expertise of the salespersons, which convinced me about the superiority and advantages of Dell, as a brand. The advertisement, which is a non-personal communication done through the media, got my attention by persuading me that Dell computer is the best brand, in terms of performance and functionality. The sales people persuaded me through the use of oral presentation of the Dell computer. The message of the sales people resonated what I read from the advert, and this persuaded me more. I finally confirmed the information I got from the advert and sales persons when I attended an exhibition, where I was training and explained more about the product (Kotler & Keller, 2009).
Chapter 16- ETHICS
Creative advertising agency
Creative advertising should risk losing the account, for the sake of fostering Code of Ethics in its activities. By accepting to advertise the product with the full knowledge that the products had been earlier recalled, and that this would attract customer backlash, the advertiser would be acting against the rules of code of ethics, because of several reasons.
Most importantly, by accepting to advertise the product, the advertiser would not be helping the client achieve their goals, which includes improving their corporate image because this would lead to consumer backlash and perhaps causing more damage to their corporate image. Ethically, marketers should desists from doing anything that would do harm to their clients. Furthermore, by going ahead to advertise the products without letting the client know that this would lead to customer’s backlash, the marketer would be acting in a distrustful manner, which involves acting unfairly and in bad faith.
What’s more, by refusing to advertise the products and letting the client know that this would not lead to achievement of their goal, the advertiser would be acting honestly, which involves striving to be truthful at all times and in all situations. After all, by advertising products, which had recently been recalled, the advertiser would be helping the client to offer product to their customers, without disclosing to them important information that, according to code of ethics, they should know – hence furthering unethical marketing practices.
AMA Code of Ethics
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