Sorry I haven't written in such a long time!! I've been so busy with exams, moving out of Bristol and then I went on holiday to Spain! Finally starting at IBM next week so lots of new posts coming up regarding my placement!!
I recently saw this post by The Sun newspaper: http://www.thesun.co.uk/sol/homepage/news/4964319/pregnant-boys-teen-adverts-chicago.html
I have to say, I'm not usually over interested in marketing in the non-profit world, but social marketing does provide some of the most effective and memorable campaigns in the marketing world.
I think this campaign is absolutely brilliant, and clearly the press coverage that has come with it has made the images stick in consumers' minds (hopefully the target audience).
Just a quick one as I thought it was a very interesting piece of marketing!
Steph
Showing posts with label ethical advertising. Show all posts
Showing posts with label ethical advertising. Show all posts
Tuesday, 11 June 2013
Thursday, 18 April 2013
Ethics
Personalised advertising online can be an excellent tool for advertisers; a. to reach their target audience directly b. not to waste money advertising to the wrong consumers and c. to measure the effectiveness of the adverts by monitoring clicks.
However, adding to my previous blog post on the use of cookies, there are much stronger ethical concerns which I have noticed recently (mainly from Yahoo and Facebook).
So when I was booking flights to Malaga recently, I was clearly searching for a good deal and using Google searches to do so. I clicked on to various 'money saving' comparison sites. Then once I had booked the flights, for the next 2 weeks I was bombarded with adverts such as "hotels in Malaga" "car rental in the Costa del Sol" etc.
Clearly this is effective advertising and the companies behind the adverts are reaching their target audience (i.e. me).
On the other hand, I was also searching to buy a juice diet book and some raspberry ketones (big slimming movement before Costa del Sol....) and was again using google, amazon etc to search for these and checking out celebrity body results from using the diet regimes.
Now everytime I click on to my facebook timeline or on the side of a website I see photos of skinny celebrities, flat stomached women and 'quick-fix' diet plans.
This is driving me mad as it's making my self-image = 0 and my motivation to get thin = 100. I am quite a receptive person but also have a level of self-control HOWEVER surely someone suffering from an eating disorder making the same kind of searches as me, or more specific weight loss searches would also be bombarded with the same types of advertising (considering their cookies settings were similar etc.) but imagine the effect this would have on them!?
Showing skinny celebrities is one ethical consideration however displaying them to an unconfident, potentially vulnerable target audience is an entirely different ethical consideration!
I think companies should consider the effect it has on their stakeholders- particularly the vunerable ones.
The media can't be blamed for everything.
However, adding to my previous blog post on the use of cookies, there are much stronger ethical concerns which I have noticed recently (mainly from Yahoo and Facebook).
So when I was booking flights to Malaga recently, I was clearly searching for a good deal and using Google searches to do so. I clicked on to various 'money saving' comparison sites. Then once I had booked the flights, for the next 2 weeks I was bombarded with adverts such as "hotels in Malaga" "car rental in the Costa del Sol" etc.
Clearly this is effective advertising and the companies behind the adverts are reaching their target audience (i.e. me).
On the other hand, I was also searching to buy a juice diet book and some raspberry ketones (big slimming movement before Costa del Sol....) and was again using google, amazon etc to search for these and checking out celebrity body results from using the diet regimes.
Now everytime I click on to my facebook timeline or on the side of a website I see photos of skinny celebrities, flat stomached women and 'quick-fix' diet plans.
This is driving me mad as it's making my self-image = 0 and my motivation to get thin = 100. I am quite a receptive person but also have a level of self-control HOWEVER surely someone suffering from an eating disorder making the same kind of searches as me, or more specific weight loss searches would also be bombarded with the same types of advertising (considering their cookies settings were similar etc.) but imagine the effect this would have on them!?
Showing skinny celebrities is one ethical consideration however displaying them to an unconfident, potentially vulnerable target audience is an entirely different ethical consideration!
I think companies should consider the effect it has on their stakeholders- particularly the vunerable ones.
The media can't be blamed for everything.
Subscribe to:
Posts (Atom)