Professor Kern

Ethics

Marketing

 

Readings:

  Ethical Issues When Marketing to Children

www.articlesbase.com/advertising-articles/ethical-issues-when-marketing-to-children-1897536.html

  Does Technology Change The Ethics Of Marketing To Children?

http://www.fastcompany.com/3008070/does-technology-change-ethics-marketing-children

 

 

Discussion/Participation:

  Discussion #2:

 

Buy Signal: Facebook Widens Data Targeting

http://online.wsj.com/article/SB10001424127887324504704578412960951909032.html

Hollis: In the article “Buy Signal: Facebook Widens Data Targeting” the author describes some very startling information about how data marketers and advertisers are linking up in an effort to strategically target unassuming users of the social media network.  The plan of Facebook is to collaborate with other organizations that gather data and combine what information they have about millions of users.  Collectively they have created an enormous database of information which contents data on just about every facet of a persons life.  This information is then sold to marketers in an attempt to solicit consumers with more meaningful advertisements that are tailored specifically to their individual purchasing needs. (Rusli, 2013) However, the first ethical dilemma I believe that arises from this process is known as the utilitarian approach to ethics.  It’s clear that these data mining organizations are looking for ways to streamline the process of matching consumers with advertising that are more inline with the consumers actual needs.  I understand personally as a consumer that it can be annoying to keep receiving coupons for Olive Garden with in fact I prefer Carrabba’s.  Nevertheless, the utilitarian approach to ethics says that, “the appropriate action to take is the one that provides the most good or does the least amount of harm.”  (Velasquez, 2009, pg.2)  In this case, the utilitarian approach would be “the ethical action that produces the greatest good and does the least harm for all customers affected by this large scale gathering of data.”  (Velasquez, 2009, pg.2)  The problem with this ethical approach is that Facebook and its affiliates are assuming that their actions are in the best interest of the majority of consumers.  That thought alone is in direct conflict with the rights approach to ethics which says, “the correct actions to make is the one that respects and protest the moral rights of those affected by a decision.”  It also implies that, “human beings are to be treated with dignity because of their right to choose freely what they what to do with their lives.” (Velasquez, 2009, pg.3)  That means consumer should actually be the ones who have the final say on whether or not is all right for these organizations to gather their information for the purpose soliciting them.  Since Facebook is secretly gathering this info (i.e. rather, without consumers consent) it is unethical for them to do what they are doing.  When you gather very personal information about another person without their knowledge.  This also presents another ethical dilemma which is the right we all have to protect our privacy.  Invading others privacy definitely spills into the virtue approach to ethics which says, “our actions should be such that we regularly exhibit ideal virtues like trustworthiness, honesty, compassion, integrity, and self-control.” (Velasquez, 2009, pg.3)  If Facebook and other companies start invading our privacy without our consent, it won’t be long before the govern has video cameras in our homes watching our ever move.  Some may even try to argue that Facebook is only using the information that users freely put on the Internet.  However, they must remember that the whole social networking thing is about consenting individuals reconnecting, staying connected with family & friends, and even establishing new connects with people they choose too.  By Facebook providing that information used for another purpose by two consenting individuals they’re treading on unethical waters.            

References:

Rusli, E. (April 2013).Buy Signal: Facebook Widens Data Targeting. The Wall Street Journal. 

Valerie: Dilemmas: Do children have the capability of understanding some of the intricate marketing tactics? Children ages 1-4 are too young to understand the main reasons behind marketing displays. Informing them about this will drastically reduce those ethical concerns and will at the same time still allow marketers to go about marketing their products. (Beder, 1998)

Do children posses the final buying power? “Children have substantial levels of buyer power.” The most sustainable form of marketing power should be viewing the child as a informed consumers.  “Marketers need to advertise and market their products in such a way that there will still be room for them in the future.”(McGee and Heubusch, 1997)

Do marketers need to get permission from their parents? Because children from an early age to later in their teens have substantial levels of buyer power, they have to have their parents’ permission to purchase what they want, marketers should work with parents in their decision making so that everyone wins.

Do children understand the negative effects of some of the products advertised to them?  I do not believe a small child has enough common sense to know about negative effects in advertisements due to naivety. Elements such as music, images, voices and color effects children’s decision making without them knowing.

McGee, T. and Heubusch, K. (1997): Getting Inside Kids’ Heads; American Demographics, Vol. 19, No. 1

Murphy, P. et al (2004): Ethical Marketing; Prentice Hall

Discuss ethical dillemas in Discussion 2 for Week 4 found in Course Schedule link of syllabus. Include discussion of ethical philosophies.  Due Saturday, October 26, 2013 at 11:59 pm. No credit if late.