Study Guide Exam 2

THERE IS AN EXPECTATION THAT YOU HAVE READ THROUGH CASES IN CHAPTERS 6-9 AND 11
FOR YOUR PART, YOU SHOULD BE ABLE TO ANSWER QUESTIONS ABOUT

Main issues raised in each case

The primary ethical dilemmas involved
Observations of authors about each case

Chapter 6
What is hypercommercialization?
What is guerrilla marketing? What are the ethical principles both for and against this practice?
What is cause related marketing? What are the ethical principles both for and against this
practice?

At one end, we see

private enterprise at its most inventive, working, sometimes ingeniously,
to reach
potential customers and sell them something. At the other end, we have
practices that
some have labeled deceptive, intrusive, and offensive.
What does Hodges have to say about privacy and behavioral targeted advertising?

Lou Hodges wrote that as our ability to invade privacy has increased, so too
has our willingness to invade.88 Though he was talking about the press, the
statement is no less true here. At the core, the most obvious ethical dilemmas in
behavioral targeting are those of privacy and its accompanying values of trust and
respect.
What is the obligations of businesses regarding the use data used in behavioral targeted
advertising?

inform customer client what will and will not be done with with such information
that customer client is given opportunity to decline having information shared.

Examine the following cases

Is that an ad? Are you sure?
DTC advertising
Shopping to save the world
How did you know that? Ethics of behavioral targeting
Chapter 7
What does social commentator Neil Postman say about images and branding (p.139)

 In an image-based media culture, the commodity has relinquished its importance to

the brand
What is the ethical question raised by the authors about the process of branding products such as
bottled water?

Regardless of whether it can be done, is it wrong to imply

differences where, functionally, there are none?
What do the authors describe as a perspective often used in defense of advertising?

our messages are merely the reflections of existing cultural

beliefs and values. The images we see in advertising then are not surprising in a
culture that celebrates beauty and its frequent companion, youth, almost to the point
of obsession; our role as the mirror (as opposed to the shaper) is, in essence,
benign. If, on the other hand, we acknowledge that the efficacy of our work as
advertisers relies at least in part on our ability to shape attitudes in a direction
favorable to our client, then might we not also assume some degree of
responsibility for the standards that we transmit and so, reinforce?
What is the question that the authors say that underlies discussion about advertising and social
change?

The question that underlies much of the discussion in this area is, quite simply
stated, can social goals and capitalist aims be reconciled? Or, to put it colloquially,
does advertising simply carry too much baggage?
Examine the following cases
Making the same different: Branding
Stereotyping attitude
Shes only 4! The hypersexualization of young girls
Real beauty: Responsible images?
Animal rights: Responsible Images?
Chapter 8
What are some of the ethical concerns noted at start of chapter about arrangement between
advertising and the media?

Advertising may exercise control over noneditorial content or may attempt to do so.
Advertising influences the media available; that is, it creates the media landscape.
What is product placement? What are the ethical principles for and against this practice?
branded products and services are noticeable within a drama production

Audience may feel its just being constantly plugged.

can overpopulate media content (so much of it)
argument that people can figure it out themselves , holds true for most .
What about younger audience.
What does the FCC have to say about the practice of product placement?

[Product placement] is
particularly insidious because viewers often are unaware that someone
is trying to
influence, persuade or market to them.95
Calls for regulation have revolved around mandatory disclosure and how
that
disclosure might best be effected.
Examine the following cases
Media gatekeepers: Sorry, no admittance
Shocking: The case for due diligence
Front page for sale? Advertising and editorial content
Chapter 9 and Conclusion (pp. 197-198)
What were the early steps in creating advertisings professional culture (i.e., industrys first code
of ethics)?

Formation of local clubs and national associations, which served to bring the
community together, foster a sense of self-identification and recognition, and
announce the existence of the profession to clients and the broader public5
Appearance of a number of trade journals in which practitioners negotiated and
renegotiated the boundaries of the profession, celebrated its victories both
large and small, mourned its defeats, applauded the victors, and dissected the
strategies of the losers as a cautionary tale6
Establishment of academic programs in advertising at universities, signaling
the special knowledge required to practice7
Development of internal efforts to gain ethical control of the field; the
industrys first code of ethics was the Printers Ink Statute (1911)
What do the authors say are the elements necessary in creating a professional culture? What
defines each of these points?

What we value.
How we go about our work
How we think about ourselves.
How others think about us.
What are the elements Johannsen identified as functions for a professional code of ethics?

Codes can educate new persons in a profession or business by acquainting

them with guidelines for ethical responsibility based on the experience of
predecessors and by sensitizing them to ethical problems specific to their field.
Codes can narrow the problematic areas with which a person has to struggle.
The very process of developing the formal code can be a healthy one that

forces participants to reflect on their goals, on allowable means to achieve

those goals, and on their obligations to all claimants.
An effective and voluntary code may minimize the need for cumbersome and
intrusive governmental regulations.
Code provisions can be cited as justification for saying no to a communication
practice requested by peers or employers.
Codes provide an argumentative function. They can serve as a starting point to
stimulate professional and public scrutiny of and debate over major ethical
quandaries in a field.
Codes can be seen as having a function, not just of serving as rules of behavior
but primarily as establishing expectations of character. In other words, codes
reflect a wide range of character traits necessary for someone to be a
professional.
What are the findings of studies by Drumwright and Murphy regarding the advertising industry?

agency websites might not be true reflections of an agencys

ethical priorities, they found: With some exceptions, ethics did not appear to be a
high priority on agency websites. Only one agency had an extensive, coherent, and
easily accessible discussion of ethics on its website.33 The authors concluded: It
seems agencies would benefit from highlighting their genuine commitments to
ethics on their websites. Doing so would send important signals to internal and
external constituents.
What are the questions of diversity covered in the chapter?

What is it about our professional culture that created these situations?

What barriers to full participation have been erected?
Are those barriers structural or attitudinal?
Are those barriers the result of lack of reflection and consciousness or are they
outright sexism/racism?
How might organizational dynamics be changed for the better?
And finally, ask point blank
Does the advertising profession value diversity?
Examine the following cases
Ethical vision: What does it mean to serve clients well?
Kids are getting older younger
A womans place is.?
A diverse advertising workplace: An oxymoron?
Chapter 11
What does the introduction of the chapter discuss in regards to the job of public relations
practitioners?

public relations practitioners may be caught in one of the hardest arenas for

truthfulness because of the special challenges arising from their liaison role.
Practitioners enjoy multiple opportunities to shape information communicated to
internal and external audiences. Controlling the dissemination of information
from carefully staging the news conference to artfully nuanced statementsoffers
practitioners a chance to stage manage the truth

What do the authors discuss regarding corporate imaging and promotion?

Corporate imaging is not unethical, and speaking out on public issues is

certainly legal and ethical. The Internet provides great opportunity for widespread
dissemination of information, but it also provides an easy tool for intense scrutiny
and investigation of information. Failing to disclose sponsorship of corporate
imaging raises questions about motivation and truthtelling that may distract from
the original intention, and agencies or practitioners engaged in these efforts may be
drawn into the questioning.
Aristotelian analysis may lend guidance here. Commercial promotion is not a
vice and does not have to be hidden. A complete lack of promotion or countering
critics may not be virtuous if it leads to business failure with its ensuing social
impacts. The mean then may be found in truthful practicepromote even
aggressively but openly. Label advertisements as advertisements, sponsorships as
sponsorships, and placements as placements.

What do the authors discuss regarding Video News Releases (VNRs)? What are some of the
ethical implications?

VNRs are a worthwhile service for broadcasters because they provide access to
video footage of events, information, or activities that otherwise might be
unavailable for coverage.
is it an ethical breach to use such
material without direct attribution? Using material from a print news release in a
newspaper or magazine article without direct attribution has been commonplace for
years.

Examine the following cases

o

Private Issues and Public Apologies

Wal-Marting Across the Internet

EXPECT MULTIPLE QUESTIONS FROM PRINCIPLES AND PRACTICES FOR ADVERTISING ETHICS
Read through preamble and know key points from each of the eight principles
Be familiar with the purpose of organizations discussed within the document, including
o National Advertising Division
o Endorsement and Testimonial guides
o Childrens Advertising Review Unit
o Childrens Food and Beverage Advertising Initiative

ON THE MATA ARTICLE on D2L, YOULL ONLY BE TESTED ON THE MATERIAL ON pp. 2-11.