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Marketing Research Essay

3726 words - 15 pages


Ethics in Advertising
Among various problems faced by leaders and managers, the most challenging is the one dealing with ethical issues. The problem becomes more complex when addressing cross culture and multinational. It is undeniable fact that corporate leaders and manager are more focused in growing the business than running the business. The answer to this growth is new markets but these new markets emerge they come with new problems and demand innovative solutions. Marketing is one of the main platforms of interaction of any entity to rest of world, hence the potential for problems are high.
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Organizations spend a considerable amount on advertising in the food, beverage, and toy industries, to name a few. A variety of industries use various forms of advertising to attract children to their products and services. Children spend a substantial amount of time watching Television. Thus; it is enabling exposure to misleading advertising. The objective of marketers is to solicit interest which could lead to unnecessary purchases. They display these ads during programming targeted at children especially; when kids are alone and unsupervised. These ads, surmounted with peer pressure have encouraged us to address the following issues:
Ethics of advertising to children: food marketing, targeting children and parental perspective.
1: Junk Food:

Junk food has negative effect on children. Television is the major media carrier ads in the form of their favorite cartoon character such a Winnie the Pooh and Milky Bar Kid, which also promote children snacking. In 2007, it was found that 58% of all items purchased by children were sweets, followed by toys at 30%. (Davidson, 2002).
2: Peer Pressure:

Peer pressure is evident because their peers have it, they want it and want it now, even when they or their parents cannot afford it. Incidences of peer pressure in collaboration with dishonesty, economic constrain and the psychological effect can create problems.

3: Parental Consent:

The ethical concern is using ads to entice children without parental consent and manipulating the innocence of their minds just to create product loyalty.
Children must be protected because they lack the ability to rationally weigh arguments in a sober or logical manner (Murphy, 2004). Regulation and monitoring have being implemented ensuring that companies are held accountable to the type of advertisement they promote.
Achieving the Change

As mentioned above, our focus within this discussion is to consider the ethical issues in advertisements to children and we have three distinct issues each with separate goals to be achieved.
1: Junk Food

Marketing of junk food has a negative impact on children. The following steps need to be taken into consideration to reduce its impact.
More awareness programs on media regarding the negative impacts of junk food on children’s health.
1. Advertisement targeting kids under the age of twelve be restricted or limited.

2. Education and self-regulations deliver effective and responsible marketing communication toward children. This approach will help them to develop skills in preparing them for interaction with the reality of a media-filled world.

3. Food companies modify their advertising geared towards children.

4. More funding for health campaign.

5. Promotion of healthy activities i.e. exercise, sports for children.

6. Parents need to take more responsibility in educating children on proper eating habits.

7. Parents need to be more...

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