莫利亚提《广告学：原理与实务（第11版）》moriarty_adv11e_18.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 18Social Impact, Responsibility and Ethics: Is It Right?Copyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 5Principle: IMC and Total Communication Key Objectives Name and discuss the key debates related to the social impact of brand communication.Describe the ethical responsibilities that brand communicators bear.Discuss how advertising is regulated. Chapter Opener: TOM’s Sells Shoes with a SoulThe “Selling Shoes with a Soul” case provides key lessons for those concerned with creating and promoting a business, and the social impact of the work. What is the Social Impact of Brand Communication? What is the Social Impact of Brand Communication? (1 of 2) With a huge potential to make a significant impact on society, brand communicators shoulder responsibility for:choosing what products and ideas to advertise.what messages they communicate.how they want to communicate them. What is the Social Impact of Brand Communication? (2 of 2) At its core, effective brand communication is about building brand integrity and a trustworthy reputation.Communicators want the recipients of their messages to feel positive about the brand.However, this must not come at the expense of doing what is right, both ethically and legally. What are the Key Debates about Social Impact of Marketing Communication? (1 of 6) Marketing communication, particularly advertising, sometimes draws criticism for its social impact.Advertising is a positive force in society and our economy even though it can be used in ways that generate concern.Public relations also plays a major role in a brand’s demonstration of social responsibility. Advertising as a Positive Societal ForceRead the Inside Story by Mary Nichols, founder of Karmic Marketing based in Portland, Oregon, for an example about how she helped a small nonprofit organization in that city increase its donations—and its good relationship with the community. What ar