Crunk Times, My friend.....Crunk Times

Status
Not open for further replies.
I hate writing papers...

I have a group proposal on Quality Whitetail Deer Management due in 2 1/2 weeks.

Also have a term paper on a topic of my choice due..Going to do Wild Turkey Habitat Management.

At least its crap that interests me.

 
Powerball! Your Ticket Out – Ethical Paradoxes Faced by Marketers
As the definition of socially acceptable market evolves, those in marketing continually face challenges in targeting marketing. More specifically, should marketers target vulnerable groups. Targeting primarily occurs during the information search phase of the consumer decision process; however, continued and repetitive advertising can prompt consumers to initiate this search when they have no plans to do so without the advertising stimulus. This essay defines a vulnerable group as a collection of people within a similar cohort (either defined by age, location, etc), that receive the majority of product information through focused advertising with limited capacity to conduct information search through other means.

Two examples are of vulnerable groups, and specific marketing geared towards them, are people who live in urban centers whom are targeted by lotteries and the elderly targeting by financial services firms. The basis for choosing those two examples is that in both cases, the advertisers are targeting consumers very likely to use their products.

Further exploring the nature of a vulnerable group, one must ask, “What makes this specific group vulnerable.” As mentioned above, the inability to conduct information search beyond what is offered by advertisers is one way to define this set. Their vulnerability is created by a lack of easily obtainable, accurate, and truthful information about products marketed towards them. A vulnerable group can also be created when an audience is captured, such as in a sporting event. Ultimately, the key characteristic behind all these definitions is a perceived lack of choice or options.

This could lead to the assumption that it is unethical to market to vulnerable groups. After all, consumers should be afforded the best information available so they can make good decisions. However, should this still be the case if the consumers desire the product? In both examples, the targeted market is an important customer for the organizations which provide the services. They possess the two attributes required for conducting a transaction; willingness and ability. This is quite unlike the more black-and-white example of using cartoons to advertise cigarettes. The target audience of children is unable to engage in the transaction. Although children exhibit demand of cigarettes, advertising directly to them is both unethical and unreasonable as they are unable to conduct proper information research to determine if cigarettes is reasonable purchase.

Lotteries, which some categorize as a similar sin to cigarettes, do much of their advertising in urban areas. The reason is two-fold. First, the largest consumers of lottery tickets are low to middle income Americans who either live or work in urban areas. Secondly, more suburban areas have more restrictions on advertising than more urban areas. This explains, to some degree, why much of the advertising for lotteries is based in urban zones. This can cause a paradox for the marketers of such organizations. Although the poor and working class may consume the majority of the lottery tickets, the question arises whether we should we encourage them to purchase them knowing that the odds of them actually winning a significant, lifestyle changing sum is extremely remote. It is important to distinguish between winning the lottery and “winning” the lottery. While technically, the odds are greater a ticket may provide some benefit to the ticket purchaser, it oftentimes doesn’t provide significant change to the lifestyle, which is what the advertisers promote.
werd

 
Status
Not open for further replies.
Activity
No one is currently typing a reply...

About this thread

bdawson72

5,000+ posts
Finally Has Bass Again
Thread starter
bdawson72
Joined
Location
434/804, Virginia 15's:Yezzir
Start date
Participants
Who Replied
Replies
91,482
Views
1,446,915
Last reply date
Last reply from
▼)Ñ╩fZΣµ&
Curves.jpg

ThxOne

    May 25, 2026
  • 0
  • 0
IMG_20260506_140749.jpg

74eldiablo

    May 22, 2026
  • 0
  • 0

New threads

Top