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HW-1213 Case study- Commnicating the message
Unit 4 Case Study: Communicating the Message
Marketing communications tactics are often questioned as to being ethically or legally sound. Deceptive advertising, use of stereotypes, unsubstantiated claims, encouragement of materialistic or unhealthy values and lifestyles are just a few of the charges leveled against marketing communications.
The Federal Trade Commission (FTC) is the government body that regulates advertising at the federal level and rules on charges and cases regarding advertising. The Federal Communications Commission (FCC) regulates interstate and international communications via radio, television, wire, cable and satellite. The Food and Drug Administration (FDA) regulates labeling and inserts.
1.Identify one specific example of print advertising (magazines, newspapers, billboards, direct mail) that you think is either ethically or legally questionable.
a.What specifically is the problem?
b.How could you correct the problem?
2.Radio and network television are readily available to the general public. Identify one specific example of radio and television advertising that you think is ethically or legally questionable.
a.What specifically is the problem?
b.How would you correct the problem?
c.What are some ethical and legal considerations for network advertising and broadcasts? Important: Consider television shows and radio programs and not just commercials! I’ll give you an example: Should TV shows geared to children picture kids eating “junk” food? Should these shows encourage children to eat sugar laden cereal?
d.How should the FTC regulate television advertising, if at all?
3.Consider a marketing plan. Briefly describe a product you have selected for your marketing plan. What ideas do you have for advertising, for communicating the message about your product? If you plan to market via the Internet, are there any global advertising considerations?
Answer will be sent by email as attachment.
Marketing communications tactics are often questioned as to being ethically or legally sound. Deceptive advertising, use of stereotypes, unsubstantiated claims, encouragement of materialistic or unhealthy values and lifestyles are just a few of the charges leveled against marketing communications.
The Federal Trade Commission (FTC) is the government body that regulates advertising at the federal level and rules on charges and cases regarding advertising. The Federal Communications Commission (FCC) regulates interstate and international communications via radio, television, wire, cable and satellite. The Food and Drug Administration (FDA) regulates labeling and inserts.
1.Identify one specific example of print advertising (magazines, newspapers, billboards, direct mail) that you think is either ethically or legally questionable.
a.What specifically is the problem?
b.How could you correct the problem?
2.Radio and network television are readily available to the general public. Identify one specific example of radio and television advertising that you think is ethically or legally questionable.
a.What specifically is the problem?
b.How would you correct the problem?
c.What are some ethical and legal considerations for network advertising and broadcasts? Important: Consider television shows and radio programs and not just commercials! I’ll give you an example: Should TV shows geared to children picture kids eating “junk” food? Should these shows encourage children to eat sugar laden cereal?
d.How should the FTC regulate television advertising, if at all?
3.Consider a marketing plan. Briefly describe a product you have selected for your marketing plan. What ideas do you have for advertising, for communicating the message about your product? If you plan to market via the Internet, are there any global advertising considerations?
Answer will be sent by email as attachment.
