- Integration and Partnering Influences B2B Communication Strategies : CRM promotes the transfer of information throughout the channels to ensure the efficient and continuous flow of goods. Must be familiar with the role the suppliers product plays in customer’s operations. - When B2B marketing the key is still awareness of product alternatives, meaning the need for print ads continue and salespeople. E THICAL I SSUES IN M ARKETING C OMMUNICATIONS P RACTICE 3
MCS*3620 Chapter One - Privacy issues in an Online World : collection of information, every online activity is tracked and logged and has potential value for marketers. Involves the process of collecting and interpreting data. 65% viewed targeted advertising as invasive. o There are regulations in place for consumers rights, opt-in/our clauses, Personal information Protection and Electronic Documents Act (PIPEDA), guiding principles for businesses to follow. Obtain consent for the use or disclosure at the time of collection, with the purpose defined in a clear manner. - Sex in Advertising - Dangerous or Disturbing Advertising : unsafe driving is glamourized. - Misleading Advertising : the control of misleading advertising is the responsibility of Advertising Standards Canada. o Exaggerated Green claims : 75% of Canadians take into account the environmental impact of an organizations actions when buying a product. “Greenwashing” exploitation of environmental ideas to make a company look good. o Targeting Children : content concern, what age do children become brand conscious. Chronic Disease Prevention Alliances of Canada. o Cultural Diversity : not reflecting the diversity of Canadas population. Profit potential of ethic marketing campaign. Multicultural marketing communication strategies. L AWS AND R EGULATIONS G OVERNING M ARKETING C OMMUNICATIONS - Advertising Standards Canada (ASC) : industry body committed to creating and maintain community confidence in advertising, ensuring the integrity and viability of ads through industry self-regulation. o Two Divisions : Canadian Code of Advertising Standards (complaints from consumers, trade dispute procedure) and Advertising clearance division (previews ads helping them adhere to legislation, regulations, standards) o Canadian Code of Advertising Standards : principal instrument of self-regulation, promote the professional practice of ads that respond to consumer complaints. - Competition Bureau : responsible for the administration and enforcement of the Competition Act, a law that governs business conduct and marketing practices in Canada. Criminal and civil provisions to address false, misleading, deceptive marketing practices. 4
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