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APA FORMATTING NOT NEEDED , Please post the peer responses as well all on one document labeled

 

1.Discussion

2. Response 1

3. Response 2

 

assignments will be due 24 hours from now 

 

Thanks

Marketing Ethics and Children

Describe ethical considerations with regard to marketing to children. When the marketers’ pitch includes a cause component, such as a breakfast cereal that promises to provide breakfasts to undernourished school children, explain whether this is ethical or unethical marketing. You must use the text and at least one additional scholarly source. Guided Response: Review several of your peers’ posts. Respond to at least two of your peers and provide recommendations to extend their thinking. Challenge your peers by asking a question that may cause them to reevaluate their explanations. Provide examples that support your peers’ explanations or that provide a different perspective.

Carefully review the  Discussion Forum Grading Rubric  for the criteria that will be used to evaluate this Discussion Thread.

Respond

MUST DO PEER RESPONSES AS WELL:

 

Peer Response 1:

#4-BR/:

To begin with as our text goes into detail when an employee accepts a marketing job they not only accept being ethical and honest to their employer but to the public, to the targeted audience (White 2012). Advancements fortify brands by pretty much transporting messages to consumers, whether it is directly or indirectly by market statements or announcements. Of course the more direct the statement the more effective or easier it reaches the customer. As stated in our text ethics in regards to marketing to children or youth simply demands their behavior which is familiar and is essentially responsible, culturally sensitive, and sustainable across the entire market system (White 2012).

Marketing pitches that include a cause component promising to provide breakfast to undernourished school aged children is downright without a doubt unethical in my mind. This is a public and a health concern for our children and the biggest problem is by the internet. This could be promoted by stronger ethical arguments and could possibly protect children from harmful use of and parents of these children from having their authority damaged (Mehta, Coveney, Ward, & Handsley, 2014). The obesity rate of children has literally sky rocketed being exposed to these types of marketing. So trends are being noticed for marketing communications to move from customary media like advertising and television to a more non-broadcast media like sports, school, video games, and the internet. The subjection is more likely to increase through children’s long encounters with screen-based media than non-broadcasted media (Mehta, Coveney, Ward, & Handsley, 2014). Children do not really know when they are being marketed too nor do they understand or even notice the influential aim in which a product is presented as if it is the best of the best simply because profits are the main interest.

White, S. (2012).  Principles of marketing.  (1st ed.). San Diego, CA: Bridgepoint Education, Inc.

                           

Mehta, K. P., Coveney, J., Ward, P., Handsley, E. (2014). Parents’ and Children’s Perceptions of the Ethics of Marketing Energy-Dense Nutrient-Poor Foods on the Internet: Implications for Policy to Restrict Children’s Exposure. Nutrition and Dietetics Flinders University, Public Health, Australia. doi:10.1093/phe/phu002. The Author 2014. Published by Oxford University Press. Available online at www.phe.oxfordjournals.org

 

Peer Response -2

#2-CC

Having a cause component does not make the marketing effort unethical.  The ethics of the marketing fall upon the measure of the plan if the plan does not produce the promised social impact.  Ethical marketing practices are three fold: Customers point of view and perceptions of value, Seek continuous improvement and innovation, and Reflect triple bottom line profitability, environmental health, and social progress. (White, S. 2010). If the cereal company uses the cause component to drive sales but then pollute the area around their plant, the two ideas do not mesh and do not fall in line with ethical marketing practices.  To keep this from happening all departments would need to be on board with the company’s overall corporate social responsibility plan.

Kellogg’s UK did a cause component marketing venture that made them seem only to be about the publicity.  For every retweet they provide breakfast for a needy child.  The campaign in the UK based on their perceptions made the company seem to be about only getting their name out there and not the needy children. (Marie, S. 2013)

The campaigns have to possess the three ethical marketing components in the Kellogg’s case the perception of value seemed to only benefit the company. 

For cause component marketing to be effective the perception of value has to be placed in the hands of the consumer does participating make them feel good about their self.  If given the opportunity to buy something that has value to me and will also have a positive effect on someone else and it is a true value to the other group I would say it is ethical.

 

 

 

 

White, S. 2012 Principles Of Marketing Bridgeport Education Inc

Marie, S. 2013 Cause Marketing Gone Wrong Retrieved from http://www.alleywatch.com/2013/12/cause-marketing-gone-wrong/