(Image retrieved from: kraftofwriting.com)
In an integrated marketing campaign, we must remember the AMA (American Marketing Association) standards. In order to follow best practices, we need to apply AMA standards for ethical norms and ethical values. First, following ethical norms means that as marketers we need to do no harm, foster trust in the marketing system, and embrace ethical values. Avoiding harm means having high ethical standards and following all applicable laws or regulations. Fostering the truth means efficacy and avoiding deception in product, price, communication and delivery of distribution. Embracing ethical values means building customer relationships that are characterized by honesty, responsibility, fairness, respect, transparency and citizenship. (“Statement of Ethics,” 2018, p.1). Second, in ethical values, we need to show honesty and be truthfulness in all situations and honor our commitments and promises. Then in responsibility, we will serve the customers’ needs, acknowledge the social obligations to stakeholders, and consider environmental stewardship. In fairness, we will avoid stereotyping customers or demographics in a negative way, monitor and improve satisfaction and treat everyone as we want to be treated. In transparency, we need to communicate clearly, and accept constructive criticism. Finally in citizenship, we need to protect the ecological environment in the execution of marketing campaigns (“Statement of Ethics,” 2018, p.1). For example, some people may assume that ads should be the same in all the different channels where it appears, but what may be effective on TV, probably may not be the same when introduced in a newspaper. And, it may be necessary to adapt the idea according to the most effective way to introduce it according to the channel chosen. But, at the same time, there should be coherence, consistency, continuity and complementarity in all the channels. A cohesive message must be presented with ethical norms and ethical values across the different channels. If on TV, we offer a pizza at a $5 price, but in the social media platform it is offered for $7, and on printed paper it sells for $8, we are not only being inconsistent, we are confusing customers and engaging in false advertising. Then, YouTube video ads could run for a few seconds or more than a minute with a plot and story context, so characters could make use of humor or another emotion to capture customers’ attention. While in printed media, we don’t have that option. We just put an image with a few words. So, the image needs to be carefully chosen and see that it does not contain something that might be interpreted as offensive by customers. So, AMA states in its standards many core values like respect. Any integrated marketing campaign can’t be done without AMA guidelines standards.
(Image retrieved from: thruthinadvertising.org)
Many potential concerns can occur when ethical practices are not followed. For example, creating deceitful advertising. A long time ago, the Dannon company created yogurts called “Activia” and “DanActive” and made a TV commercial with famous actress Jamie Lee Curtis. In this commercial, they claimed that special bacterial ingredients in their yogurt would help strengthen immune systems and regulate digestion. “This was a disingenuous advertising campaign that promised something that hasn’t been proven,” Dr. Roshini Rajapaksa, a gastroenterologist, told ABC News (McMullen, 2010, p.1). As result, lawsuits arrived from people complaining that the yogurt didn’t give the result expect. Finally, the court determined that the yogurt was just like any other yogurt and was overpriced. Dannon cannot promise something that is not scientifically proved. A judge in Cleveland said that Dannon must pay consumers up to $45 million in damages under the terms of a class action settlement, reached in federal court. The agreement also calls for Dannon to change its health claims for Activia and DanActive (McMullen, 2010, p.1).
(Image retrieved from: https://hubpages.com/health/Skechers-Shape-Ups-The-Next-Generation-of-Toning-Shoes)
Another potential concern could be related to harming people and false advertising. For example, the company Skechers sold a model called Skechers Shape-Ups that promised people health benefits like toning leg and other muscles just by wearing them, as well as weight loss and improved posture and balance. That sounds great, but the reality was far away. So, at the end many people filed lawsuits and Skechers needed to pay $40 million in class-action settlement filed by the Federal Trade Commission. As a person who used to be a loyal customer of Skechers, I felt very deceived. I was a victim of this false advertising. I also bought and wore those shoes. In my case, I experienced terrible knee pain and lower-back pain, and noticed it increased. I thought probably I was lacking vitamins or something else. Until my doctor saw me, and the first thing she said to me was “Please, don’t wear those shoes.” I ignored what happened until that moment, but unfortunately the time to complain and ask for reimbursement had already passed when I learned about it. But, the doctor was right, once I stopped wearing them, those pains disappeared. So, instead of increasing your energy, tonifying and helping you get into shape, those shoes led me to the opposite effect. Now, I am more cautious of what I watch on TV or see in any advertising media. I tend to search and read other customers commentaries in places like BBB (Better Business Bureau) or social media. Companies need to be careful what they show, say or offer to customers or potential customers about their products if they don’t want to lose credibility. Misleading or false claims can lead to the loss of loyal customers and potential customers. AMA is pretty clear with their ethical and value norms. So, companies need to ensure compliance with industry-standard ethical and professional standards indicated by AMA (American Marketing Association) guidelines. They should not forget the need to advertise without offenses, and be honest about their products. They should train and verify their employees are following AMA’s ethical standards, if they don’t want to repeat cases like the previous ones mentioned. In the end, those type of situations can signify lost customers, and even costly lawsuits. Those actions damage companies’ images, not only financial value. Marketers have a huge labor and responsibility in their companies doing market research, producing a marketing plan, and product development, as well as strategically overseeing advertising, promotion, distribution for sale, customer service and public relations (“Marketing Function,” 2018, p.1). They also need to consider the regulations in the state and federal laws where the products plan to be sold. The FTC (Federal Trade Commission) exists to protect consumers against deceptive practices. And, ethical standards can’t be ignored. AMA’s ethical standards should be incorporated clearly in the mind of marketers or at least, they should be present as an easily accessible guide to read and not forget to follow in their daily work routine.
References
Allen, Robert (2015). Integrated Marketing Campaigns Best Practice. Smart Insights. Retrieved from:
Marketing Functions (2018). Business Dictionary. Retrieved from: http://www.businessdictionary.com/definition/marketing-function.html
McMullen, Troy (2010). Dannon to Pay $45M to Settle Yogurt Lawsuit. ABC News. Retrieved from:
http://abcnews.go.com/Business/dannon-settles-lawsuit/story?id=9950269
Skechers Will Pay $40 Million to Settle FTC Charges That It Deceived Consumers with Ads for “Toning Shoes” (2012). Federal Trade Commission. Retrieved from:
Statement of Ethics (2018). AMA – American Marketing Association. Retrieved from: https://www.ama.org/AboutAMA/Pages/Statement-of-Ethics.aspx
EK Marketing Blog by Ericka Koehler 