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Ethics of Target Marketing: Process, Product or Target?
Unformatted Document Text:  7 an identified sponsor and may not be presented through the mass media, but, on the other had, it can have both of these qualities making it a more complex form of communication. On the other hand, advertising presents a single persuasive attempt, has an identified sponsor, is most likely paid for, has an intended target, is presented through the mass media, but does not involve a managerial strategy or an attempt to build relationships. Both public relations and advertising employ target marketing in order to most effectively reach their audiences. Although the above differences may seem subtle (or perhaps inexistent in some cases), it is important to understand some of the definitional differences between advertising and public relations in order to ethically evaluate each strategy. Nevertheless, the most effective communication strategy employs a combination of advertising and public relations. Later in this paper, IMC or SC plans that have been used in the selling of cigarettes will be discussed. But first, how marketing, advertising, and public relations work in the real world individually will be discussed. The Process: Marketing, Advertising and Public Relations at Work An example will offer further explanation of the relevant differences between as well as the ethically questionable qualities of target marketing. McDonald’s is a large international fast food restaurant that employs diverse communication strategies. This fast food giant’s marketing campaign focuses on targeting children. The marketing mix (which could in fact be called an IMC or SC plan) includes several components; two key ones are advertising and public relations.

Authors: Fisher, Brooke A..
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an identified sponsor and may not be presented through the mass media, but, on the other
had, it can have both of these qualities making it a more complex form of
communication. On the other hand, advertising presents a single persuasive attempt, has
an identified sponsor, is most likely paid for, has an intended target, is presented through
the mass media, but does not involve a managerial strategy or an attempt to build
relationships. Both public relations and advertising employ target marketing in order to
most effectively reach their audiences.
Although the above differences may seem subtle (or perhaps inexistent in some
cases), it is important to understand some of the definitional differences between
advertising and public relations in order to ethically evaluate each strategy. Nevertheless,
the most effective communication strategy employs a combination of advertising and
public relations. Later in this paper, IMC or SC plans that have been used in the selling
of cigarettes will be discussed. But first, how marketing, advertising, and public relations
work in the real world individually will be discussed.
The Process: Marketing, Advertising and Public Relations at Work
An example will offer further explanation of the relevant differences between as
well as the ethically questionable qualities of target marketing. McDonald’s is a large
international fast food restaurant that employs diverse communication strategies. This
fast food giant’s marketing campaign focuses on targeting children. The marketing mix
(which could in fact be called an IMC or SC plan) includes several components; two key
ones are advertising and public relations.


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