Unit 2 Discussion AB202

Topic: Brand Naming — Ethical Branding

You practiced with branding characteristics of a product. Part of the branding is confronting ethical issues that may arise from the good or service as well as from the sales promotion, advertising, or Marketing Communications (MARCOM) of the product.

Using the information in the textbook on pages 94–104, address the ethical issues involved in targeting children and teens and disadvantaged populations using the following advertising: tobacco and alcohol, untruthful and deceptive advertising, manipulative advertising, and offensive advertising. How do these unethical types of advertising promote stereotypes and induce purchases of goods and services they do not need, and play on fears and insecurities of these vulnerable populations?

Before answering this Discussion, research Joe Camel and marketing ethics in the past using the Library or an online credible source (i.e., no Wikipedia, blogs, or social media sites) to gain more knowledge and a real life example of this concept.

In this Discussion, you will address the following:

• Share a product with the class that you feel has ethical issues as shown in their branding, sales promotion, advertising or MARCOM.
• What specifically is unethical about the product marketing communications or branding?
• Provide three suggestions regarding what they could do to operate at a more ethical level.