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Classic Speeches - 4As
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Treat the truth carefully: It may seriously mislead
Jeremy Bullmore, Market Leader, Quarter 4, 2013, pp. 20-20
Using the example of a tourism advertisement for the island of Guernsey, Jeremy Bullmore discusses people's tendency to automatically apply scepticism to any advertising that they view.
Using the example of a tourism advertisement for the island of Guernsey, Jeremy Bullmore discusses people's tendency to automatically apply scepticism to any advertising that they view. He suggests that if advertisements were to convey their subjects realistically, they would then be misleading as the viewer decodes the message in a less positive light.
Every breath you take: adding ethics to the marketing mix
Douglas Gimesy, Market Leader, Quarter 3, 2012, pp. 13-14
Brands that fail to face up to their ethical responsibilities are at growing risk of losing consumer trust in the socially aware world.
Brands that fail to face up to their ethical responsibilities are at growing risk of losing consumer trust in the socially aware world. Marketers can start to address this by introducing ethical considerations to the classic four 'Ps' of product, price, place and promotion in the marketing mix.
Speed Read - Tell The Truth: Honesty is your most powerful marketing tool
Brian Carruthers, Warc Exclusive, May 2012
With the rise of social media, a brand’s image is no longer the solely the creation of marketers but also depends on the conversations and experiences of millions of consumers.
With the rise of social media, a brand’s image is no longer the solely the creation of marketers but also depends on the conversations and experiences of millions of consumers. In this context, honesty is your most powerful marketing tool, say authors Sue Unerman and Jonathan Salem Baskin. Their book is both an argument for telling the truth in marketing communications and a guide to how best to achieve that aim.
We can’t run away from the ethical debates in marketing
Rory Sutherland, Market Leader, Quarter 1, 2010, pp. 59-59
The ethics of negative product placement in advertising is just one of the scenarios flagged up in this article about the moral minefield that marketers have to navigate.
The ethics of negative product placement in advertising is just one of the scenarios flagged up in this article about the moral minefield that marketers have to navigate. Other practices – such as targeting items in supermarkets according to the time of the month – are also highlighted here. To what extent should marketers engage in ‘dodgy’ practices? The author argues that consumer trust is a valuable commodity and should not be thrown away for short-term gains.
Other the other hand: the case for honesty in advertising - P&G, Leo Burnett, Tampax and the Zack16 technicolor yawn
Tummler, Warc Exclusive, June 2009
WARC Online columnist Tummler discusses the issue of honesty in advertising, with particular focus on the case of Zak16.com, a spoof adolescent blog found by Advertising Age to have been created by Leo Burnett for Procter & Gamble's feminine hygiene brand, Tampax.
WARC Online columnist Tummler discusses the issue of honesty in advertising, with particular focus on the case of Zak16.com, a spoof adolescent blog found by Advertising Age to have been created by Leo Burnett for Procter & Gamble's feminine hygiene brand, Tampax. He argues that advertising’s most fundamental claim to credibility is that an ad should openly and prominently admit to being what it is – a paid for sales pitch. In contrast, the Zak16 blog (for Tummler, an "odious and cynical [but brilliantly executed] example of product propaganda" that he likens to "brainwashing") has no trace of the commercial creators behind it, nor any company or brand contained within it, apart from a single reference to ‘Tampax’ within a wider tag cloud.
The ten most controversial ads of 2008
Stephen Whiteside, Warc Exclusive, April 2009
This article discusses the ten ads that attracted most complaints to the Advertising Standards Authority, the UK industry watchdog, in 2008.
This article discusses the ten ads that attracted most complaints to the Advertising Standards Authority, the UK industry watchdog, in 2008. As well as providing some background information regarding these executions, it also contains video and/or images of the relevant campaigns, which included TV ads from Barnardo’s, Orangina, Volkswagen, Heinz Deli Mayo, Specsavers and Walkers.
Measure, manage, then communicate – the new mantra for green advertisers
Liz Hugen-Tobler, Warc Exclusive, June 2008
The ethical claims of brands are coming under increasing levels of scrutiny from consumers, and a number of advertisers have found their eco-credentials have changed almost overnight as a result of what is perceived by the public and press as 'greenwashing'.
The ethical claims of brands are coming under increasing levels of scrutiny from consumers, and a number of advertisers have found their eco-credentials have changed almost overnight as a result of what is perceived by the public and press as 'greenwashing'. This term has been defined as providing misleading information in order to present a positive image, and is a phenomenon that has become of concern to both the UK's Advertising Standards Authority and the U.S. Federal Trade Commission. The need to balance business and environmental concerns should thus be based around the mantra of 'measure, manage and communicate!' - in that order - to ensure genuine, relevant evidence exists to support green advertising copy claims.
Is green the new grey? How the Advertising Standards Authority rules on environmental marketing claims
Matt Wilson, Warc Exclusive, June 2008
This paper by the Advertising Standards Authority describes how the UK advertising regulator is playing an increasing role in judging complaints about advertisements making environmental claims.
This paper by the Advertising Standards Authority describes how the UK advertising regulator is playing an increasing role in judging complaints about advertisements making environmental claims. With advertisers keen to tap into the climate change agenda, objections to the ASA rose from 117 in 2006 to 561 in 2007. The paper includes examples of complaints that have been upheld against Shell and Volkswagen.
If marketing continues to fly under the radar, it’s going to experience a very unpleasant crash
Jeremy Bullmore, Market Leader, Issue 40, Spring 2008, pp. 14-16
In print, advertising is clearly distinguished from editorial content, and, on television, commercials are clearly distinct from programmes.
In print, advertising is clearly distinguished from editorial content, and, on television, commercials are clearly distinct from programmes. However, this principle has begun to drift. Advertisers, faced with increasingly 'sophisticated' consumers, have begun to boast of their ability to 'get in under the radar'. This can only mean disguising advertisements as something else. Product placement is one example, when consumers are not told that the programme featuring a product has been sponsored. This is analogous to a decline in rigour in journalism and news reporting, and while this trend against transparency is unlikely to harm consumers, it may do great damage to marketing, which will become not only less respected, but also less effective.
A matter of opinion
Douglas J. Wood and Anthony E. DiResta, ANA Magazine, February 2008, pp. 53-54
Rising consumer concern over long-standing guidelines for testimonials and endorsements may spell trouble for advertisers.
Rising consumer concern over long-standing guidelines for testimonials and endorsements may spell trouble for advertisers. Currently, a testimonial or endorsement is defined broadly to mean any marketing message that reflects the honest opinions, beliefs, findings, or experiences of a party – usually a consumer – other than the sponsoring advertiser. Under possible changes in the rules in the US, however, advertisers would need to determine if the testimonial or endorsement is typical of what a consumer will experience. Prompted by the increasing concerns of consumers, a sea change may be coming that could negatively impact the use of a long established and effective marketing practice; such a change, however, could also face a legal challenge.
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