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8/11/2019 7.Marketing and Advertising
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Marketing, Truth
and Advertising
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Marketing Marketing is defined by the American
Marketing Association as the activity, set ofinstitutions, and processes for creating,
communicating, delivering, and exchangingofferings that have value for customers,clients, partners, and society at large.
The term developed from the originalmeaning which referred literally to going tomarket, as in shopping, or going to a marketto sell goods or services.
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Marketing
Marketingcomplex of commercial
communications to create a favorable
opinion and business communication Kinds
Commercial ads
Public service ads
Political ads
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Five Ps of Marketing
Product: The product aspects of marketing dealwith the specifications of the actual goods orservices, and how it relates to the end-user'sneeds and wants. The scope of a product generallyincludes supporting elements such as warranties,guarantees, and support.
Pricing: This refers to the process of setting a pricefor a product, including discounts. The price need
not be monetary; it can simply be what isexchanged for the product or services, e.g. time,energy, or attention. Methods of setting pricesoptimally are in the domain of pricing science.
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Five Ps of Marketing Placement (or distribution): refers to how the product
gets to the customer; for example, point-of-saleplacement or retailing. This third P has also sometimesbeen called Place, referring to the channel by which a
product or service is sold (e.g. online vs. retail), whichgeographic region or industry, to which segment (youngadults, families, business people), etc. also referring tohow the environment in which the product is sold in canaffect sales.
Promotion: This includes advertising, sales promotion,publicity, and personal selling. Branding refers to thevarious methods of promoting the product, brand, orcompany.
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Five Ps of Marketing
People
People refer to the staff and salespeople who work for
your business, including yourself.
When you provide excellent customer service, youcreate a positive experience for your customers, and in
doing so market your brand to them. In turn, existing
customers may spread the word about your excellent
service and you can win referrals.Give your business a competitive advantage by
recruiting the right people, training your staff to develop
their skills, and retaining good staff.
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Advertising
Advertising is constantly bombarded by
criticism. Accused of encouraging
materialism and consumption, causing usto purchase unneeded items, stereotyping,
taking advantage of children and
vulnerable, manipulating our behavior, and
generally contributing to the downfall of thesocial system.
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Advertising
Paid form of public presentation and
expressive promotion of ideas
Aimed at masses
Manufacturer may determine what goes
into advertisement
Pervasive and impersonal medium
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Objectives
Maintain demand for well-known
goods
Introduce new and unknown goods
Increase demand for well-known
goods/products/services
Create Awareness
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Steps in Advertising campaign
Market research
Setting out aims
Budgeting Choice of media (television,
newspaper/magazines, radio, web, outdoor)
Choice of actors and players (New Trend)
Design and wording Co-ordination
Test results
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Advantages Maximize sales
Publicity
Brand building
Create awareness
Persuade buyers
Introduction of new product
Enable market leadership
To face competition
To inform changes
To counteract to competitors advertisement
To enhance goodwill
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False Advertising Defined
There must be a representation, omission orpractice that is likely to mislead or to confuse the
consumer. The act or practice must be considered from the
perspective of a reasonable consumer.
The representation, omission, or practice must be
material such that it is likely to influence thepurchasing decision.
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Moral Arguments Teleological Perspective: focus on the
consequences of behavior
They focus on some utilitygreatest good for
greatest number
Does the advertising campaign bring about good for
the corporation and its publics?
Who benefits and who suffers as a result of the ad
campaign?
What information is most useful to society as part of
an advertisement?
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Deontological Perspective
Is the advertising truthful?
Does any group suffer life-threatening or dignity-debasing consequences as a result of the ad
campaign? Does the product being advertised add genuine
value?
Are the rights of individuals being protected by the
ad campaign? What duties to consumers and publics are being
served in the ads?
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Virtue Perspective
Based on view that human communities requirecertain virtues or skills including honestytruthfulness, compassion, loyalty, and justice
What kind of life/society is being promoted in theads?
Are the values being advertised the ones to whichthe organization subscribes?
Does the advertising agency understand the centralvalues of the hospital and why it holds them?
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Natural law perspective
Values/goods to be positively promoted and protected frombeing acted against
What goods will be promoted by advertising?
A tool to inform people about the availability of rationallydesirable new products
A tool for sustaining honest and ethically responsiblecompetition
A tool to positively influence the media
A tool to communicate a message of a religious naturemessages of faith, compassion,
A tool in politics to create a democratic conversation
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Considerations
Your ads should not be misleading.
Your ads should not lead people to demandservices they do not reasonably need.
All your advertising claims should be basedon facts.
Your ad should present a fair and honest
account of the service advertised. be applied to other commercial enterprises.
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Considerations
fairness, honesty and accuracy;
respect for the individual;
sensitivity to the emotional, spiritual andphysical needs of the people we serve;
determination to express the uniquecharacter of the organization being served
commitment to deliver all that we promise
Whats missing from the policies?
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Some Questions
Is there something inherently wrong in advertisingor is it just some kinds of methods of advertising?
Is there something inherently unethical about
advertising in health care? And developingproducts to meet needs?
How can advertising be helpful or unhelpful in themission of the organization?
What is the best organizational response? Policy?
Audits? Statements?