Advertising Ethics: SCENARIO #5

BY: Shobhit Bhatnagar Divya Verma Vinod Vaibhav Hitkari Abhishek Solanki Sarika
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OVERVIEW
Meet Rachel: M.A. in Advertising and taken a job at a major agency in account services

She was specifically hired to work as an assistant account executive to promote a new sports car with a buzz marketing technique.
The people hired would have to agree not to tell anyone that they had been given the car to drive or hired by a company to create a favorable word of mouth. Her client loves the idea!

ETHICAL ISSUES
The following are the ethical issues that arise in undertaking this method of buzz marketing:

Public manipulation The public is being duped and deceived by this method. Gullible society The company is considering the general public as easy to fool and attempting to exploit that. Dishonesty The company is being deceitful by lying to the public.

AFFECTED STAKEHOLDERS
The following are the stakeholders which are affected by undertaking this method of buzz marketing:

Public The public is being manipulated into a having irrational desires. Hired employee The employee hired to drive the car around is also affected as he has to lead a double life and has to lie to people.

AFFECTED STAKEHOLDERS
Sports car company In case the method is exposed the company will get a negative image in the market. Advertising agency In case the method is exposed the company is most likely to use the advertising agency as a scapegoat.

POSSIBLE ALTERNATIVES
Options Brand Ambassador (Sportsperson: Racing) Pros Favorable associations Cons Dependence on the image of the person (Tiger Woods) Can be compared to cheaper cars Expensive

Kiosks (Upscale Malls)

Targeted marketing

Sponsorships High visibility (Racing events, etc.)

RECOMMENDATIONS
Rather than using buzz marketing, the company should undertaking the following marketing activities:

1. Advertising on relevant media outlets (automotive magazines, sports channels, etc.) 2. Setting up kiosks in chic malls (DLF Emporio, etc.) this will also enable the company to scope out prospective buyers as well. Interested people will be able gather detailed information about the car. 3. Carefully selecting a brand ambassador will also induce buzz marketing (more ethical in comparison).

THANK YOU