IDEAS home Printed from https://ideas.repec.org/a/igg/jsesd0/v1y2010i4p10-25.html
   My bibliography  Save this article

Target Marketing and Ethics Brand Advertising and Marketing Campaigns

Author

Listed:
  • Gyongyi K. Fogel

    (Northcentral University, USA)

  • Lorinda F. Lewis

    (Northcentral University, USA)

Abstract

Marketing to a targeted minority can provide a competitive advantage for an organization. However, there are ethical and legal concerns that must be carefully evaluated. Youth, children, and protected minorities, including women and the elderly, are a high target of advertising because of the increasing importance of these segments in making purchasing decisions. Recent population and demographic factors continue to impact marketing to address minority marketing issues with careful attention to ethics and social responsibility. This paper examines ethical concerns of advertising, the use of animated spokes-characters, marketplace discrimination, misleading practices, ethical concerns in minority marketing, and related advertising regulations. The authors conclude with recommendations for future research and implications for advertising and marketing practice. Policy implications are made for socially responsible advertising and marketing.

Suggested Citation

  • Gyongyi K. Fogel & Lorinda F. Lewis, 2010. "Target Marketing and Ethics Brand Advertising and Marketing Campaigns," International Journal of Social Ecology and Sustainable Development (IJSESD), IGI Global, vol. 1(4), pages 10-25, October.
    • Handle: RePEc:igg:jsesd0:v:1:y:2010:i:4:p:10-25
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jsesd.2010100102
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jsesd0:v:1:y:2010:i:4:p:10-25. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.