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Ethics of Target Marketing: Process, Product or Target?
Unformatted Document Text:  4 Target Marketing, Advertising and Public Relations: What’s the Difference? Targeting audiences is an activity common to marketing, advertising and public relations. Indeed, all three methods of persuasion are becoming increasingly synthesized into Integrated Marketing Communications (IMC) and Strategic Communications (SC). IMC and SC provide a synthesis which is arguably more powerful than the sum of its parts. To understand how to evaluate the ethnics of target marketing, this paper will first briefly describe each component of IMC and SC and then examine how a synthesized campaign is more powerful, and thus more ethically complex. Marketing Hunt defines marketing as “the behavioral science that seeks to explain exchange relationships.” He states that marketing explores the buying behaviors of consumers and the institutional framework that directs exchanges between consumers and buyers (p. 9- 17). In this definition, any interaction between an audience and a company is classified as marketing. McDaniel and Darden (1987) also emphasize an exchange relationship by defining marketing as “the process of planning and executing the conception, pricing, promotions, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives,” (p. 3). Finally, Pride and Ferrell (1995) define marketing in terms of how it operates and in the context of an exchange relationship: “marketing is the process of creating, distribution, promoting and pricing goods, services,

Authors: Fisher, Brooke A..
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4
Target Marketing, Advertising and Public Relations: What’s the Difference?
Targeting audiences is an activity common to marketing, advertising and public
relations. Indeed, all three methods of persuasion are becoming increasingly synthesized
into Integrated Marketing Communications (IMC) and Strategic Communications (SC).
IMC and SC provide a synthesis which is arguably more powerful than the sum of its
parts. To understand how to evaluate the ethnics of target marketing, this paper will first
briefly describe each component of IMC and SC and then examine how a synthesized
campaign is more powerful, and thus more ethically complex.
Marketing
Hunt defines marketing as “the behavioral science that seeks to explain exchange
relationships.” He states that marketing explores the buying behaviors of consumers and
the institutional framework that directs exchanges between consumers and buyers (p. 9-
17). In this definition, any interaction between an audience and a company is classified as
marketing. McDaniel and Darden (1987) also emphasize an exchange relationship by
defining marketing as “the process of planning and executing the conception, pricing,
promotions, and distribution of ideas, goods, and services to create exchanges that satisfy
individual and organizational objectives,” (p. 3). Finally, Pride and Ferrell (1995) define
marketing in terms of how it operates and in the context of an exchange relationship:
“marketing is the process of creating, distribution, promoting and pricing goods, services,


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