MNM2606
ASSIGNMENT 03
,Contents
QUESTION 1 .................................................................................................................................................. 2
QUESTION 2 .................................................................................................................................................. 3
QUESTION 3 .................................................................................................................................................. 5
REFERENCES: ................................................................................................................................................. 9
Page
, QUESTION 1
The ethical concerns involved in targeting marketing should always be examined by advertisers, as they
make use of various media channels to broadcast their advertisements. There are four ethical concerns
discussed in our prescribed textbook:
1. Children and teenagers - There must be apprehension regarding the inclusion of product
placements in movies and TV shows geared towards children and teenagers, as well as the
distribution of materials like posters and free magazines, camouflaged as educational resources. A
practical example includes a growing trend of children and teenagers scouring social media for viral
and trending beauty, health and skincare products, often not tested for children and teens, which
could contain harmful chemicals, stunting growth or can cause a misuse of the product.
2. Economically disadvantaged consumers - Placing billboards advertising products like alcohol and
gambling in economically disadvantaged areas is likely to be seen as unethical. A practical example
includes a billboard or flyers being handed out in economically disadvantaged areas to advertise a
new cryptocurrency investment plan. It would also seem unethical in this instance, as the
consumers in the area will not have extra money to invest (and could also lose) in a high-risk
investment.
3. Exploiting people’s vulnerabilities - Regardless of whether targeting is considered unethical or
effective marketing, advertisements should not be placed on media platforms where the
vulnerabilities of the target audience are exploited. A practical example of exploitive marketing
would be using social media or basic e-mail marketing to target older consumers to sell products or
services, using fear, guilt, or emotional manipulation. Older consumers are most likely not as
technologically advanced as the younger generation of consumers and easily fall for advertisements
such as “better health cover than any medical aid for only R199,99 per month!” without realizing
the actual limitations and restrictions of the medical cover provided.
4. Stereotyping - The placement of advertisements that stereotype viewers, readers, or listeners
based on culture, ethnicity, gender, or other differences should undergo careful scrutiny to
determine its ethical implications. The main problem with stereotyping is that it may cause you to
judge someone unfairly, based on previous experiences with others. A practical example would be a
stereotypical advertisement for home cleaning products and equipment on the conventional notion
of the female homemaker, which mainly revolves around tasks like cooking, cleaning, and childcare.
This stereotype no longer aligns with the dynamics of our modern world, as this role is not fulfilled
by females anymore only.
Page
ASSIGNMENT 03
,Contents
QUESTION 1 .................................................................................................................................................. 2
QUESTION 2 .................................................................................................................................................. 3
QUESTION 3 .................................................................................................................................................. 5
REFERENCES: ................................................................................................................................................. 9
Page
, QUESTION 1
The ethical concerns involved in targeting marketing should always be examined by advertisers, as they
make use of various media channels to broadcast their advertisements. There are four ethical concerns
discussed in our prescribed textbook:
1. Children and teenagers - There must be apprehension regarding the inclusion of product
placements in movies and TV shows geared towards children and teenagers, as well as the
distribution of materials like posters and free magazines, camouflaged as educational resources. A
practical example includes a growing trend of children and teenagers scouring social media for viral
and trending beauty, health and skincare products, often not tested for children and teens, which
could contain harmful chemicals, stunting growth or can cause a misuse of the product.
2. Economically disadvantaged consumers - Placing billboards advertising products like alcohol and
gambling in economically disadvantaged areas is likely to be seen as unethical. A practical example
includes a billboard or flyers being handed out in economically disadvantaged areas to advertise a
new cryptocurrency investment plan. It would also seem unethical in this instance, as the
consumers in the area will not have extra money to invest (and could also lose) in a high-risk
investment.
3. Exploiting people’s vulnerabilities - Regardless of whether targeting is considered unethical or
effective marketing, advertisements should not be placed on media platforms where the
vulnerabilities of the target audience are exploited. A practical example of exploitive marketing
would be using social media or basic e-mail marketing to target older consumers to sell products or
services, using fear, guilt, or emotional manipulation. Older consumers are most likely not as
technologically advanced as the younger generation of consumers and easily fall for advertisements
such as “better health cover than any medical aid for only R199,99 per month!” without realizing
the actual limitations and restrictions of the medical cover provided.
4. Stereotyping - The placement of advertisements that stereotype viewers, readers, or listeners
based on culture, ethnicity, gender, or other differences should undergo careful scrutiny to
determine its ethical implications. The main problem with stereotyping is that it may cause you to
judge someone unfairly, based on previous experiences with others. A practical example would be a
stereotypical advertisement for home cleaning products and equipment on the conventional notion
of the female homemaker, which mainly revolves around tasks like cooking, cleaning, and childcare.
This stereotype no longer aligns with the dynamics of our modern world, as this role is not fulfilled
by females anymore only.
Page
