All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Ethics of Target Marketing: Process, Product or Target?
Unformatted Document Text:  22 necessary to conduct further empirical research to validate this qualitative conclusion by determining whether consumers are less able to identify public relations appeals, and thus more susceptible to them. It has been concluded that the potential harm a product may cause impacts the ethical evaluation of target marketing. Sin products are considered more unethical to market than many other products because they are perceived to be more harmful. This perceived harm results with increased ethical attention to the marketing strategy and the target audience. Also, if certain consumer groups can be identified as vulnerable, such as children and/or certain socio-economic groups, then targeting these populations with unhealthy products would be unethical. On the other hand, targeting these populations with valuable services or products would not be considered unethical. If the concept of vulnerability is unfounded, the targeting of minority groups, children and the elderly would be ethically evaluated the same as the targeting of any other group. Further investigation is required to determine whether certain consumers are more vulnerable than others. Since the current research has failed to identify a causal link between advertising and alcohol or cigarette purchase in the case of minorities, but has found considerable evidence for a causal relationship in the case of children. No research to date has studied the impact of public relations campaigns for cigarettes and alcohol on vulnerable consumers; such studies would add significant insight into the impact of marketing harmful products to potentially vulnerable consumers. Research also needs to examine whether the elderly can be considered a vulnerable population. Finally, the

Authors: Fisher, Brooke A..
first   previous   Page 22 of 28   next   last



background image
22
necessary to conduct further empirical research to validate this qualitative conclusion by
determining whether consumers are less able to identify public relations appeals, and thus
more susceptible to them.
It has been concluded that the potential harm a product may cause impacts the
ethical evaluation of target marketing. Sin products are considered more unethical to
market than many other products because they are perceived to be more harmful. This
perceived harm results with increased ethical attention to the marketing strategy and the
target audience.
Also, if certain consumer groups can be identified as vulnerable, such as children
and/or certain socio-economic groups, then targeting these populations with unhealthy
products would be unethical. On the other hand, targeting these populations with
valuable services or products would not be considered unethical. If the concept of
vulnerability is unfounded, the targeting of minority groups, children and the elderly
would be ethically evaluated the same as the targeting of any other group.
Further investigation is required to determine whether certain consumers are more
vulnerable than others. Since the current research has failed to identify a causal link
between advertising and alcohol or cigarette purchase in the case of minorities, but has
found considerable evidence for a causal relationship in the case of children. No research
to date has studied the impact of public relations campaigns for cigarettes and alcohol on
vulnerable consumers; such studies would add significant insight into the impact of
marketing harmful products to potentially vulnerable consumers. Research also needs to
examine whether the elderly can be considered a vulnerable population. Finally, the


Convention
Need a solution for abstract management? All Academic can help! Contact us today to find out how our system can help your annual meeting.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 22 of 28   next   last

©2012 All Academic, Inc.