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Ethics of Target Marketing: Process, Product or Target?
Unformatted Document Text:  5 and ideas to facilitate satisfying exchange relationships in a dynamic environment,” (p. 4). What do these definitions tell us? Marketing is a broad term that covers any effort to target specific consumers with tailored messages, services, or products and is an exchange relationship. All of the definitions allude to a core concept of marketing: “the marketing mix,” or the “four p's”: products, distribution, promotion, and pricing. As McDaniel and Darden (1987) indicate, a successful marketing campaign involves a unique marketing mix tailored to meet a specific target's needs. Public relations and advertising can both fall under the marketing mix by communicating the value of a product or service to the target audience. Advertising The American Marketing Association has defined advertising as “any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.” Dunn and Barban (1986) extend this definition by including that advertising is communicated through the mass media and attempts to persuade. “Advertising is paid, nonpersonal communication through various media by business firms, nonprofit organizations, and individuals who are in some way identified in the advertising message and who hope to inform or persuade members of a particular audience,” (p. 7). Finally, Berkman and Gilson (1980) contend that advertising does not necessarily have to be paid for, giving the example of public service advertisements, as long as it is communicated through the mass media, has an identified sponsor, and attempts to persuade. However, it seems that they hold a minority viewpoint on this issue.

Authors: Fisher, Brooke A..
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5
and ideas to facilitate satisfying exchange relationships in a dynamic environment,” (p.
4).
What do these definitions tell us? Marketing is a broad term that covers any effort
to target specific consumers with tailored messages, services, or products and is an
exchange relationship. All of the definitions allude to a core concept of marketing: “the
marketing mix,” or the “four p's”: products, distribution, promotion, and pricing. As
McDaniel and Darden (1987) indicate, a successful marketing campaign involves a
unique marketing mix tailored to meet a specific target's needs. Public relations and
advertising can both fall under the marketing mix by communicating the value of a
product or service to the target audience.
Advertising
The American Marketing Association has defined advertising as “any paid form
of nonpersonal presentation of ideas, goods, or services by an identified sponsor.” Dunn
and Barban (1986) extend this definition by including that advertising is communicated
through the mass media and attempts to persuade. “Advertising is paid, nonpersonal
communication through various media by business firms, nonprofit organizations, and
individuals who are in some way identified in the advertising message and who hope to
inform or persuade members of a particular audience,” (p. 7). Finally, Berkman and
Gilson (1980) contend that advertising does not necessarily have to be paid for, giving the
example of public service advertisements, as long as it is communicated through the mass
media, has an identified sponsor, and attempts to persuade. However, it seems that they
hold a minority viewpoint on this issue.


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