MCS 3620 Lecture Notes - Lecture 3: Targeted Advertising, Personal Branding, Target Market

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3620
• Professor: robmclean

Document Summary

Ethics in advertising: ethics means a set of moral principles which govern a person"s behavior or how the activity is conducted. And advertising means a mode of communication between a seller and a buyer: thus ethics in advertising means a set of well defined principles which govern the ways of communication taking place between the seller and the buyer. Ethics is the most important feature of the advertising industry. Green washing: using targeted advertising and public relations campaigns to exaggerate an environmental achievement in order to divert attention away from environmental problems, spending more money advertising an environmental achievement than actually doing it. Marketing: the act of capturing and communication information that will influence the actions, behaviour and experience of a target audience, understand the customer so well the product/service fits him and sells itself. Branding: depends on which assets companies, organization and individuals choose to focus on in their marketing communications.