Scenario: You are a board member of the American Advertising Association (AAA). You have been asked to be part of a special investigative team to review current situations regarding public relations (PR) and ethical challenges recently in the news. You've been given background articles to read on 9 cases: Domino's, Taco Bell, White House, Amazon, Facebook, Starbucks, Burger King, and Motrin. You want to read all of them!
However, you only want to choose 4 of them to perform a detailed analysis on. The AAA will use your analysis, both what you say was done correctly as it applies to current ethical standards and what you say was done incorrectly as applied to those same ethical standards. Your recommendations for improvement will be used as the foundation for a seminar on Ethical Responses in Crisis Management for AAA members.
Problem: Focusing on the 4 cases you will use for your analysis, be very specific and detailed in your responses using what you know about the cases, what you know about ethics, and what you know about marketing/advertising. Use specific examples to support your arguments. You may need to do some additional research to fully solve the problem. (Please cite whatever additional information you use.)
1. Define the specific problems confronting the company and the ethical concerns that are involved.
2. Discuss in detail what strategies and tactics need to be done in order to solve the problem. (Pay close attention to the details in the articles. What a company spokesperson may or may not say will give you insights.)
3. What was the company's response to the problem? Was is the ethical response? Was it the correct or incorrect response? What supports your views on these questions?
4. What specific strategies and tactics would you have recommended to fix the problem(s)? Is your recommendation the same or similar to what was done? If so, explain why it was the best solution. If different, support your ideas and explain why you think your ideas would work.
Procedure: Type your responses discussing 1 case at a time. (Please indicate which case you are responding to.) Use a legible font 10-12 point. Watch your grammar, spelling and punctuation. Source all your quotes and references where applicable.
NOTE: Check back for information on hard copy hand-in of this final project as well as a small oral presentation in class on Thursday, May 7th. Details to come shortly!!
Secret Information: You just found out that the team member with the best substantiated and thought out report will be asked to head the White House Dept. of Business Integrity with a starting salary of $256,000/year. And, your work will be studied by other professionals in the field!
Tuesday, May 5, 2009
Let's Talk Ethics at 11am!
ETHICAL DILEMMA
Turn to page 110 in your Ethics textbook and read case studies 9D and 9E. When you have finished, return to the blog and write down everything you know on the following subject: ethics + social responsibility. For example, how can ethics and social responsibility be smoothly integrated into an advertising campaign?
NOTE: Your write up will count toward case study participation points so please put time, thought and effort into your response.
Turn to page 110 in your Ethics textbook and read case studies 9D and 9E. When you have finished, return to the blog and write down everything you know on the following subject: ethics + social responsibility. For example, how can ethics and social responsibility be smoothly integrated into an advertising campaign?
NOTE: Your write up will count toward case study participation points so please put time, thought and effort into your response.
Tuesday, April 28, 2009
Let's Talk Ethics at 10am!
ETHICAL DILEMMA
Today, we are going to start with a different type of "ethical dilemma". For the next five minutes, I want you to write down everything you know and learned about the ethics of advertising in the digital age. Some areas of consideration include:
- What is the role of advertisers and clients when it comes to digital forms of advertising?
- What is the role of the consumer in this digital age?
- What are the ethical issues and concerns in this digital age?
- What have you learned about what to do/what not to do as it pertains to advertising in this digital age?
Today, we are going to start with a different type of "ethical dilemma". For the next five minutes, I want you to write down everything you know and learned about the ethics of advertising in the digital age. Some areas of consideration include:
- What is the role of advertisers and clients when it comes to digital forms of advertising?
- What is the role of the consumer in this digital age?
- What are the ethical issues and concerns in this digital age?
- What have you learned about what to do/what not to do as it pertains to advertising in this digital age?
Friday, April 24, 2009
Gatorade Presents Tiger's 'Woods of Wisdom'
Read article: Gatorade Presents Tiger's 'Woods of Wisdom'
http://www.adweek.com/aw/content_display/creative/new-campaigns/e3i81c348259fac112e045541bae1aaf637
http://www.adweek.com/aw/content_display/creative/new-campaigns/e3i81c348259fac112e045541bae1aaf637
Post your answers by Wednesday, April 29th at noon (12pm).
1. Does the partnering of Tiger Woods and Gatorade to promote the new sport drink "Focus" cross an ethical line with its use of cartoon-like/Disney-like creative?
2. Apart from children, who else is targeted with this ad?
3. Does the use of Tiger Woods' iconic image, mislead or send mixed messages to the target audience?
Tuesday, April 21, 2009
Let's Talk Ethics at 11am!
ETHICAL DILEMMA
Let's read the following article on neopets.com. Upon completing the article, return to the blog and answer the following question. http://www.commercialalert.org/news/archive/2000/12/neopetscom-launches-dramatic-new-form-of-internet-advertising-results-far
QUESTION
What is "immersive advertising"?
Thursday, April 16, 2009
What We Should Learn from Sony's Fake Blog Fiasco
Read article: What We Should Learn from Sony's Fake Blog Fiasco
Post your answers by Wednesday, April 22nd at noon (12pm).
1. There are implications, positive and negative, for advertisers whenever they engage in communication with their target audience. Discuss the ethical issues that must be considered when using the following modes of communication: word-of-mouth (WOM), blogs, and postings on social networking sites like Facebook or Twitter.
2. Based on your exposure to advertising thus far in your academic studies, what other "lessons learned" would you add to the list when it comes to communicating with your audience.
Tuesday, April 14, 2009
Let's Talk Ethics at 11am!
ETHICAL DILEMMA
Let's read the following article on the topic of ethics in the age of digital media. When you have finished the article, return to the blog and answer the following questions.
http://www.ft.com/cms/s/0/d321c9b6-f85d-11dd-aae8-000077b07658.html?nclick_check=1QUESTION
Apart from some deceptive blogging practices some companies are engaging in, how else has the Internet become a "web of deception"?
Friday, April 10, 2009
Political Ads Must Be Fact-Checked
Read the following article: Political Ads Must Be Fact-Checked
http://www.adweek.com/aw/content_display/community/columns/other-columns/e3i0401622f490c0f88ede185fa50d4b910?pn=1
http://www.adweek.com/aw/content_display/community/columns/other-columns/e3i0401622f490c0f88ede185fa50d4b910?pn=1
Post your answers by Wednesday, April 15th at 12pm (noon).
1. Should political advertising and politicians be held to the same regulations as product advertising? Why or why not?
2. Does the FCC "sitting the ad dance out when it comes to a political ad's actual factual content" have more of a negative effect on consumers with product or political advertising? Why or why not?
3. The article says "freedom of speech" is often used as an excuse to run ethically-challenging ads. Discuss how the First Amendment presents advertising conflicts.
4. What implications does the phenomena "source amnesia" have on advertising? How can "source amnesia" present ethical issues in future advertising campaigns?
5. Discuss the current "truth in advertising" procedure of the FTC, FCC and broadcasters (page 2, paragraph 3). Is this procedure adequate? Why or why not?
Tuesday, April 7, 2009
Let's Talk Ethics at 10am!
ETHICAL DILEMMA
To get us into the Ethics mindset this morning, read the following article on tying controversial topics to the sale of products and services. Once you have finished the article, please return to the blog and answer the following questions.
QUESTIONS
What is cause-related advertising?
Friday, April 3, 2009
AT&T Ads Address Economic Gloom
Read the following article: AT&T Ads Address Economic Gloom
http://www.adweek.com/aw/content_display/news/strategy/e3ifcc0b6f995bc397406217b49637aaf63Post your answers by Wed. April 8th at 12pm (noon).
1. Are the AT&T ads about its association with the Great Depression and its "share your story" link designed to boost its company image, or is it trying to genuinely be there for people in their time of economic need?
2. Is AT&T taking advantage of consumers economic disparity with this ad campaign, or it is simply tapping into the feel of the nation?
3. Is this an example of targeted advertising, or simply smart strategy? Why or why not?
Tuesday, March 31, 2009
Let's Talk Ethics at 11am!
ETHICAL DILEMMA
Let's get our Ethics brain working this morning by reading the following article on Spirit Airlines' controversial advertising campaign. When you have finished the article, return to the blog and answer the following question.
QUESTION
If consumers hadn't complained regarding the ad campaign, but employees were, which group is more important to the company? And what should Spirit Airlines do to make its employees, its biggest brand ambassadors, satisfied?
Thursday, March 26, 2009
Ethics Mid-Term Questions
This mid-term assessment is designed to be a take home project to be completed by Thursday, April 2nd. You will turn in a typewritten, professional report with a cover page to your instructor at the start of class on Thursday, April 2nd.
You are expected to do research around each question, using different advertising campaigns in your answers to each question.
1. Using your understanding of ethics, define advertising and marketing ethics. Use a current advertising campaign to discuss how that campaign does or does not reflect what you understand advertising and marketing ethics to be.
2. Why do advertisers need to take ethical concerns under consideration when doing their jobs? Use two current campaigns to discuss; 1) from your research, who has identified and taken ethical concerns under consideration when developing and producing their campaign, and 2) from your research, who has shown they did not take ethical concerns under consideration.
3. How can ethics and social responsibility be smoothly integrated into a business marketing strategy? Discuss an organization who has been able to accomplish what you describe in the first part of this question.
4. Using an actual, current advertising campaign as the basis for your answers, discuss in detail how that campaign, its creators and its focus shows social responsibility to owners, employees, consumers, the environment and the community at large.
5. Discuss in detail how, based on what you have learned so far in this class, you will be able to utilize in your professional life. Discuss what strategies and tactics you would take if you found yourself involved in an advertising campaign that you felt was not taking any social responsibilities into consideration.
Tuesday, March 24, 2009
Let's Talk Ethics at 11am!
ETHICAL DILEMMA
Let's get our Ethics brains on this morning by reading the following case study on Calvin Klein advertising tactics. When you have finished, return to the blog and answer the following question.
QUESTION
Apart from the obvious creative executions of the ads, why the outrage from consumer groups?Thursday, March 12, 2009
Ad Industry Bans Targeting People with Cancer
Read the following article: Ad Industry Bans Targeting People With Cancer; Ads to Widows and Orphans Allowed
http://bits.blogs.nytimes.com/2008/04/10/ad-industry-bans-targeting-people-with-cancer-ads-to-dead-people-allowed/?scp=20&sq=targeted%20advertising&st=cse
http://bits.blogs.nytimes.com/2008/04/10/ad-industry-bans-targeting-people-with-cancer-ads-to-dead-people-allowed/?scp=20&sq=targeted%20advertising&st=cse
Post your answers by Wednesday, March 25th at 12pm (noon).
1. Research and describe "behavioral targeting". Does behavioral targeted cross any ethical lines or is this simply smart strategy for advertisers and their clients? Provide a case for your position.
2. Research and describe the FTC's position on behavioral targeting.
3. Even though there will be topics that consumers find particularly objectionable, why does the advertising industry continue to target these groups?
4. Who should decide what consumers find particularly objectionable - consumer groups, regulatory agencies, advertising executives - who?
Tuesday, March 10, 2009
Let's Talk Ethics at 11am!
ETHICAL DILEMMA
A luxury fashion designer’s most recent ad campaign is striking a nerve! The ad features a woman in a sexual pose wearing only a diamond necklace. The ad campaign was placed in women’s fashion magazines and on billboards. The ad received only three complaints from the magazine but hundreds from the billboards, citing offensive, degrading to women and unsuitable for a public space. The fashion designer claimed the ad is a work of art, and not meant to be offensive to women.
QUESTIONS
What was the core of the issue – the image of the woman in the ad OR the placement of the ad in magazines and billboards?
A luxury fashion designer’s most recent ad campaign is striking a nerve! The ad features a woman in a sexual pose wearing only a diamond necklace. The ad campaign was placed in women’s fashion magazines and on billboards. The ad received only three complaints from the magazine but hundreds from the billboards, citing offensive, degrading to women and unsuitable for a public space. The fashion designer claimed the ad is a work of art, and not meant to be offensive to women.
QUESTIONS
What was the core of the issue – the image of the woman in the ad OR the placement of the ad in magazines and billboards?
Thursday, March 5, 2009
On-campus Credit Card Advertising Hurts Students
Read the following article: On-campus Credit Card Advertising Hurts Students
Post your answers by Wednesday, March 11th at 12pm (noon).
1. The Better Business Bureau is an organization for the public that helps to regulate ethical business practices. In this case the BBB took the side of advertisers and placed the responsibility in the college students hands. Is it unethical for regulatory bodies such as the BBB, AAF or FTC to choose not to represent those asking for action (such as consumers), but to stand with the opposing party?
2. One concern was that students getting behind on payments results in a domino effect; late penalties result in a rate increase. We’ve discussed the ethics regarding “fine print”. Is it ethical for companies to utilize this tactic in regards to people’s finances? How does this tactic differ from misrepresentation in an ad?
3. Students said that they’ve been bombarded with credit card ads, incentives to sign up and given large credit limits. This has resulted in thousands in debt, losing track of payments and distraction from schoolwork. Do you believe that college students are in the category of “vulnerable audiences”? Why or why not? Should there be a band on campus advertising of credit cards, and would this be a viable solution to the problem?
Tuesday, March 3, 2009
Let's Talk Ethics at 11am!
ETHICAL DILEMMA
Sarah is working on a women’s fashion brand that is marketed to teenage girls. An issue concerning the campaign has begun to concern her. The models selected for the campaign are young and extremely thin. Sarah recently has read some research regarding the negative effects that ultra thin female images in the media can have on teenage girls and their conceptions of beauty, and she feels uncomfortable about the images of beauty portrayed in the campaign.
When she starting asking questions about the models, she was told that the client liked this type of model and that it was the client’s choice to use any type of model he wanted. Sarah isn’t sure what to do. She does not want to do anything to constrain her team’s creativity.
QUESTION
What would you suggest Sarah do? To keep the client happy, should she keep her concerns regarding the models to herself, or should she voice negative effects this campaign could have on young girls?
Sarah is working on a women’s fashion brand that is marketed to teenage girls. An issue concerning the campaign has begun to concern her. The models selected for the campaign are young and extremely thin. Sarah recently has read some research regarding the negative effects that ultra thin female images in the media can have on teenage girls and their conceptions of beauty, and she feels uncomfortable about the images of beauty portrayed in the campaign.
When she starting asking questions about the models, she was told that the client liked this type of model and that it was the client’s choice to use any type of model he wanted. Sarah isn’t sure what to do. She does not want to do anything to constrain her team’s creativity.
QUESTION
What would you suggest Sarah do? To keep the client happy, should she keep her concerns regarding the models to herself, or should she voice negative effects this campaign could have on young girls?
Friday, February 27, 2009
Burger King Under Fire for Whopper Virgins Campaign
Read the following article: Burger King Under Fire
Post your answers by Wednesday, March 4th at 12pm (noon).
1. Describe the type of advertising research method that was used in order to create this campaign (i.e. descriptive, causal, exploratory, secondary, primary, etc) and why this research method was chosen. Provide facts and examples from your research textbook and classroom discussions.
2. Provide an analysis as to why or why not this campaign crosses an ethical/unethical line. Support your analysis with facts and evidence from your ethics textbook and classroom discussions.
3. This campaign has been called "insensitive" by critics. Did the agency/client enact creative self-regulation, or was the possibility of controversy worth the risk and overall campaign publicity?
Tuesday, February 24, 2009
Let's Talk Ethics at 11am!
ETHICAL DILEMMA
Lauren is the creative director at a major ad agency. She heard of some
billing practices involving a print project for a candy client that bothered her. It turns out that the print costs for the project had exceeded budget by $20,000. (The project budget was only $30,000.)
Asking the candy client for an additional $20,000 would be a problem. A fellow agency staffer struck a deal with the printer and added $20,000 to the bill of another of the agency’s large clients, an automobile company, who had a much larger budget and could afford the large bill.
This solution seemed to work out for all. The candy client did not know how far over budget the agency had gone; the printer got paid for all of the work it had done; and the agency did not have to eat its mistake.
QUESTION
If the agency had had a code of ethics, how could this over-budget situation been remedied in a more ethical manner?
Lauren is the creative director at a major ad agency. She heard of some
billing practices involving a print project for a candy client that bothered her. It turns out that the print costs for the project had exceeded budget by $20,000. (The project budget was only $30,000.)
Asking the candy client for an additional $20,000 would be a problem. A fellow agency staffer struck a deal with the printer and added $20,000 to the bill of another of the agency’s large clients, an automobile company, who had a much larger budget and could afford the large bill.
This solution seemed to work out for all. The candy client did not know how far over budget the agency had gone; the printer got paid for all of the work it had done; and the agency did not have to eat its mistake.
QUESTION
If the agency had had a code of ethics, how could this over-budget situation been remedied in a more ethical manner?
Thursday, February 19, 2009
Truth & Ethics in Advertising
Read the following article: Ethics in Advertising
http://www.aef.com/on_campus/classroom/speaker_pres/data/3001This article provides a synopsis of our classroom discussions, lectures and textbook readings. While some topics we have yet to discuss, such as advertising to children, this article will provide you with thoughts and ideas for upcoming ethical topics. (Links to some of the commercial examples cited within the article were not available, although you may be able to find them on online sites.)
Post your answers by Wednesday, February 25th at 12pm (noon).
Write an ethical analysis, or your takeaway, from this article.
Analysis to include areas such as:
- What thoughts, questions or issues arose will reading this article?
- The author asks some poignant questions throughout the article. Do you agree/disagree with the author's viewpoint regarding ethical issues in advertising? How would you answer those questions?
- What other areas within advertising pose ethical challenges for advertisers?
Tuesday, February 17, 2009
Let's Talk Ethics at 11am!
ETHICAL DILEMMA
“The city’s best hamburger” is the slogan for “Billy’s Burgers”, a local burger joint. How can Billy’s Burgers make this claim? Billy’s Burgers states that they sell a higher volume of burgers per day then their competitors, and used the number of customers who placed orders to substantiate the claim. The competition feels the claim is not justified as Billy’s Burgers is located in the center of town, near a high traffic area. For the competition, it’s simply the factor of location that provides Billy’s Burgers with more customer volume. It has nothing to do with the quality or taste of the hamburger.
Questions
Is Billy’s Burgers substantiation for the slogan “The city’s best hamburger” justified?
“The city’s best hamburger” is the slogan for “Billy’s Burgers”, a local burger joint. How can Billy’s Burgers make this claim? Billy’s Burgers states that they sell a higher volume of burgers per day then their competitors, and used the number of customers who placed orders to substantiate the claim. The competition feels the claim is not justified as Billy’s Burgers is located in the center of town, near a high traffic area. For the competition, it’s simply the factor of location that provides Billy’s Burgers with more customer volume. It has nothing to do with the quality or taste of the hamburger.
Questions
Is Billy’s Burgers substantiation for the slogan “The city’s best hamburger” justified?
Thursday, February 12, 2009
Ads You Watch In Mall May Be Watching You
Read the following article: Ads you watch in mall may be watching you
http://www.azstarnet.com/sn/mailstory-clickthru/278244.php
Post your answers by Wednesday, February 18th at 12pm (noon).
1. Does this new advertising technology cross an ethical line or is this simply one more tool in the advertier's toolkit to better reach its target audience?
2. What ethical issues do you foresee with this technology?
3. Should it be disclosed to consumers that they are being watched, studied and categorized while watching a commercial? Why or why not?
Tuesday, February 10, 2009
Let's Talk Ethics at 11am!
ETHICAL DILEMMA
You open your sister’s lunch bag to discover a letter and product samples from the Nesquick Bunny. Upon reading the letter, you learn that the Nesquick Bunny, as part of an advertising campaign, is visiting schools to promote the importance of daily exercise for children (and not directly mentioned, to promote its various chocolate products). Your sister (only 10 years old) has no clue she was part of an advertising ploy; she was just excited to have seen the Nesquick Bunny and gotten free chocolates.
QUESTION
What are your thoughts on this type of advertising tactic?
You open your sister’s lunch bag to discover a letter and product samples from the Nesquick Bunny. Upon reading the letter, you learn that the Nesquick Bunny, as part of an advertising campaign, is visiting schools to promote the importance of daily exercise for children (and not directly mentioned, to promote its various chocolate products). Your sister (only 10 years old) has no clue she was part of an advertising ploy; she was just excited to have seen the Nesquick Bunny and gotten free chocolates.
QUESTION
What are your thoughts on this type of advertising tactic?
Thursday, February 5, 2009
An ethics lesson from an unlikely quarter
Read the following article: An ethics lesson from an unlikely quarter
Post your answers by Wednesday, February 11th at 12pm.
1. Will Wal-Mart’s positive ethical stance force other corporations to do the same in spite of the current economical situation?
2. Should universal public morality be a priority for corporations in any economic situation? Why or why not?
3. Knowing what Wal-Mart has been accused of, do you believe Wal-Mart’s claim of upstanding ethics, or is Wal-Mart trying to smooth over its damaged reputation in light of the rising need for cheap Wal-Mart products?
2. Should universal public morality be a priority for corporations in any economic situation? Why or why not?
3. Knowing what Wal-Mart has been accused of, do you believe Wal-Mart’s claim of upstanding ethics, or is Wal-Mart trying to smooth over its damaged reputation in light of the rising need for cheap Wal-Mart products?
Tuesday, February 3, 2009
Let's Talk Ethics at 11am!
ETHICAL DILEMMA
Sally works as an intern for a local advertising agency during her summer break from art school. She was working on a campaign for a weight loss drug that promises to control one’s metabolism and help you lose weight. Her role involved doing research on the product and the competition, and reporting the findings to the team.
As work continued on the campaign, Sally became concerned with the tactics the agency was implementing to help sell the weight loss drug to consumers. The agency was positioning the drug as one that would “help you lose 10 pounds in a week”. Due to her research role, Sally knew there was no evidence that this drug, or any drug for that matter, could make anyone lose 10 lbs. in a week.
Having studied ethics in school, she knew that one of the American Advertising Federation’s guidelines was “truth”: “advertising shall tell the truth, reveal significant facts, the omission of which would mislead the public”. Sally did not want to be associated with a campaign that would mislead consumers.
Sally brought up the AAF guidelines to her team, of which they were not concerned about stretching the truth. It was more important to them to make the client happy and keep the business.
QUESTION
How could self-regulation have been useful in such a situation?
Sally works as an intern for a local advertising agency during her summer break from art school. She was working on a campaign for a weight loss drug that promises to control one’s metabolism and help you lose weight. Her role involved doing research on the product and the competition, and reporting the findings to the team.
As work continued on the campaign, Sally became concerned with the tactics the agency was implementing to help sell the weight loss drug to consumers. The agency was positioning the drug as one that would “help you lose 10 pounds in a week”. Due to her research role, Sally knew there was no evidence that this drug, or any drug for that matter, could make anyone lose 10 lbs. in a week.
Having studied ethics in school, she knew that one of the American Advertising Federation’s guidelines was “truth”: “advertising shall tell the truth, reveal significant facts, the omission of which would mislead the public”. Sally did not want to be associated with a campaign that would mislead consumers.
Sally brought up the AAF guidelines to her team, of which they were not concerned about stretching the truth. It was more important to them to make the client happy and keep the business.
QUESTION
How could self-regulation have been useful in such a situation?
Friday, January 30, 2009
Domino's, Subway Battle Heats Up
Read the following article: Domino's, Subway Battle Heats Up http://www.adweek.com/aw/content_display/news/client/e3icc0b0d908a93102267f811e8500c473c
To view the commercial, visit: http://www.youtube.com/watch?v=NnADo4h6vSo
Post your answers by Wednesday, February 4th at 12pm.
1. When Domino's president set fire to the cease and desist letter from Subway on national TV, was this simply a publicity stunt or did Domino's have an ethical obligation to defend its taste test results?
2. Subway has objections to the manner in which the taste test was conducted. In you opinion, based on Subway's objections, was the taste test ethical or did Domino's fudge the facts to get the results they wanted?
3. Both Domino's and Subway are getting publicity from this fight. Is the attention and increased business both companies get from such publicity ethical? Why or why not?
Tuesday, January 27, 2009
Tuesday Ethics Talk @ 11am
Welcome to our first online Advertising Ethics discussion of the semester!
To get started, read the following Ethical Dilemma and provide your ethical input...
ETHICAL DILEMMA
Bradley has just graduated with degree in Advertising and has been hired as an account manager at a large advertising agency. In talking with some of his new colleagues, he heard of a practice that concerned him.
Several account managers had an assignment to do some research on the competitor of one of the agency’s major clients. The account managers decided to conduct a telephone survey, but when they identified themselves as agency employees, important sources refused to participate in the study.
The deadline was quickly approaching, and the managers desperately needed the information. Then one of the managers, who had also recently graduated from university, suggested that they identify themselves as “university students who were doing research for a class project.”
This approach worked like a charm. Everyone was willing to help the “students” out, and the agency secured the important competitive information that it needed. The research was finished on time and within the budgeted cost. The client was immensely pleased.
Bradley is concerned about the manner in which the managers deceived the respondents, but he thinks that this might just be part of doing business. In addition, as the newest account manager, he does not want to rock the boat, and he very much wants to win the respect and acceptance of his new co-workers.
Bradley has just graduated with degree in Advertising and has been hired as an account manager at a large advertising agency. In talking with some of his new colleagues, he heard of a practice that concerned him.
Several account managers had an assignment to do some research on the competitor of one of the agency’s major clients. The account managers decided to conduct a telephone survey, but when they identified themselves as agency employees, important sources refused to participate in the study.
The deadline was quickly approaching, and the managers desperately needed the information. Then one of the managers, who had also recently graduated from university, suggested that they identify themselves as “university students who were doing research for a class project.”
This approach worked like a charm. Everyone was willing to help the “students” out, and the agency secured the important competitive information that it needed. The research was finished on time and within the budgeted cost. The client was immensely pleased.
Bradley is concerned about the manner in which the managers deceived the respondents, but he thinks that this might just be part of doing business. In addition, as the newest account manager, he does not want to rock the boat, and he very much wants to win the respect and acceptance of his new co-workers.
QUESTION
Do you consider the account managers behavior to be ethical or unethical?
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