Marketing Communications

578 CHAPTER 16 ETHICAL ISSUES IN MARKETING COMMUNICATIONS Corporate social responsibility Companies that want to build an ethica ...

CORPORATE SOCIAL RESPONSIBILITY 579 Corporate social responsibility refers to a company’s obligation, beyond that required by la ...

580 CHAPTER 16 ETHICAL ISSUES IN MARKETING COMMUNICATIONS Normally, green marketing and social marketing programmes generate pos ...

REVIEW QUESTIONS 581 Summary Marketing communications professionals should act ethically because it is in their best long-term b ...

582 CHAPTER 16 ETHICAL ISSUES IN MARKETING COMMUNICATIONS Further reading Brenkert, G.G. (2008), Marketing Ethics (Foundations o ...

CASE 16 583 strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, P ...

584 CHAPTER 16 ETHICAL ISSUES IN MARKETING COMMUNICATIONS from maternal tetanus. Almost all these deaths occur in just 44 countr ...

CASE 16 585 Photo 16.4 Key visual of the 2006 Pampers/UNICEF campaign in the UK and Ireland Source : Pampers. important brand at ...

586 CHAPTER 16 ETHICAL ISSUES IN MARKETING COMMUNICATIONS for over 300 million vaccines was procured (by 2008–9, 200 million vac ...

CASE 16 587 The campaign provided funds for more than 50 million doses of vaccine in 2007. By mid-2009, another 150 million vacc ...

588 CHAPTER 16 ETHICAL ISSUES IN MARKETING COMMUNICATIONS References 1 Clow, K.E. and Baack, D. (2001), Integrated Advertising, ...

REFERENCES 589 New Zealand Communication Association (ANZCA) Confer- ence, Sydney ; Fam, K.-S., Waller, D. and Yang, Z. (2009), ...

590 CHAPTER 16 ETHICAL ISSUES IN MARKETING COMMUNICATIONS 58 Eagle, L.C., Bulmer, S.L., de Bruin, A.M. and Kitchen, J. (2004), ‘ ...

REFERENCES 591 83 Halford, J.C.G., Gillespie, J., Brown, V., Pontin, E. and Dovey, T.M. (2004), ‘Eff ect of Television Advertise ...

592 CHAPTER 16 ETHICAL ISSUES IN MARKETING COMMUNICATIONS 109 Koslow, S. (2000), ‘Can the Truth Hurt? How Honest and Persuasive ...

G L O S S A R Y Ability (MAO factor) : the resources needed to achieve a particular goal. Achievement indicators of public relat ...

594 GLOSSARY β-coefficient analysis : analysis by means of which the relationship between the number of exposures to an advertis ...

GLOSSARY 595 arguments and find out what the information really has to offer. Co-branding : two or more brands are simultaneousl ...

596 GLOSSARY to describe, remember and relate to it. It is the way the company chooses to present itself to its relevant target ...

GLOSSARY 597 An immediate response is possible via the Internet (e-mail/ website/social media), answering coupons, phone or a pe ...