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Advertising Ethics:SCENARIO #5

BY:Shobhit Bhatnagar

Divya VermaVinod

Vaibhav HitkariAbhishek Solanki

Sarika

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OVERVIEW• Meet Rachel: M.A. in Advertising and taken a job at a

major agency in account services

• She was specifically hired to work as an assistant account executive to promote a new sports car with a buzz marketing technique.

• The people hired would have to agree not to tell anyone that they had been given the car to drive or hired by a company to create a favorable word of mouth.

• Her client loves the idea!

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ETHICAL ISSUES The following are the ethical issues that arise in undertaking this method of buzz marketing:• Public manipulationThe public is being duped and deceived by this method.• Gullible society The company is considering the general public as easy to fool and attempting to exploit that.• DishonestyThe company is being deceitful by lying to the public.

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AFFECTED STAKEHOLDERS

The following are the stakeholders which are affected by undertaking this method of buzz marketing:• PublicThe public is being manipulated into a having irrational desires.•Hired employee The employee hired to drive the car around is also affected as he has to lead a ‘double life’ and has to lie to people.

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AFFECTED STAKEHOLDERS• Sports car company In case the method is exposed the company will get a negative image in the market.

•Advertising agencyIn case the method is exposed the company is most likely to use the advertising agency as a scapegoat.

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POSSIBLE ALTERNATIVESOptions Pros Cons

Brand Ambassador (Sportsperson: Racing)

• Favorable associations

• Dependence on the image of the person (…Tiger Woods)

Kiosks(Upscale Malls)

• Targeted marketing

• Can be compared to cheaper cars

Sponsorships(Racing events, etc.)

• High visibility • Expensive

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RECOMMENDATIONSRather than using buzz marketing, the company should undertaking the following marketing activities:

1. Advertising on relevant media outlets (automotive magazines, sports channels, etc.)

2. Setting up kiosks in chic malls (DLF Emporio, etc.) this will also enable the company to scope out prospective buyers as well. Interested people will be able gather detailed information about the car.

3. Carefully selecting a brand ambassador will also induce buzz marketing (more ethical in comparison).

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THANK YOU