莫利亚提《广告学：原理与实务（英文版·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 bus