7.Marketing and Advertising

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?

Documents

7.Marketing and Advertising