MKT 316 University of Nevada Las Vegas Marketing and Advertisements Discussion Question

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User Generated

User

Mubat

Subject

Business Finance

Course

MKT 316

School

University of Nevada Las Vegas

Department

MKT

Description

Making Responsible Decisions Activity:

Please read Making Responsible Decisions: What is the future of your privacy? page 386

Based on your analysis, please post your response to the following questions:

What is your opinion? What type of information should be private? can we find a balance between self-regulation and legislation?

Discussion Question #1:

After reading the textbook, please post your response to the following question:

What is your understanding of product placement? Give an example.

In your opinion, are consumers influenced by the exposure of name brand products on their favorite TV show and/or movies?

Text Required: The Marketing Core by Kerin and Hartley, 7 th edition. ISBN # 9781260152135

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ů Technological , Global, and Ethical Issues in Direct Marketing The information technology and databases described in Chapter 7 Q are key elements in any direct marketing program. Databases are the result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers. While most companies try to keep records of their customers' past purchases, many other types of data are needed to use direct marketing to develop one-to-one relationships with customers. Some data, such as lifestyles, media use, and demographics, are best collected from the consumer. Other types of data, such as price, quantity, and brand, are best collected from the businesses where purchases are made. New integrated marketing databases match consumers' postal addresses, telephone numbers, and e-mail addresses. In addition, many businesses are beginning to match their customer records with Facebook profiles, Twitter following behavior, and Google searth activity.38 Increases in postage rates and the decline in the economy have also increased the importance of information related to the cost of direct marketing activities. For example, the Direct Marketing Association estimates that e-mail advertising expenditures outperform social media advertising by a ratio of 3-to-1. Similarly, catalog businesses have found they can reduce the cost of printing by using innovations such as soy-based ink and recycled paper, and they can reduce postage fees through database list analysis. Related to postage fees, many direct marketers are assessing the potential impact of the USPS plan for a five-day mail delivery cycle 39 Direct marketing faces several challenges and opportunities in global markets today. Many countries, including the United Kingdom, Australia, the European Union, and Japan, have requirements for a mandatory "opt-in"—that is, potential customers must give permission to be included on a list for direct marketing solicitations. In addition, the mail, telephone, and Page 386 Internet systems in many countries are not as well developed as they are in the United States. The need for improved reliability and security in these countries has slowed the growth of direct mail, while the dramatic growth of mobile phone penetration has created an opportunity for direct mobile marketing campaigns. Another issue for global direct marketers is payment. The availability of credit and credit cards varies throughout the world, creating the need for alternatives such as C.O.D. (cash on delivery) bank denosits and online navment accounts 40
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Explanation & Answer

View attached explanation and answer. Let me know if you have any questions.

1

Marketing and Advertisements

Student’s Name
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Course Name
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2
Marketing and Advertisements
In my opinion, the type of information that should be private is consumer data. In this
regard, data such as their mail, personal cell phone number, and addresses are incredibly
critical. If these information pieces are mishandled, the third parties could have insights into
the consumers and their spending habits. With his information, the third parties can strategize
their plans since they know those that have financial stability and those that do not.
Mismanagement of personal consumer information should be subject to a court trial as it is an
offense.
On another matter, I believe that we can find a balance between self-regulation and
legislation. Currently, industries use self-regulation to set their boundaries outside the
legislation. However, while self-regulating, the industries ensure they adhere to the codes of
ethics. Thus, they engage in practices that are, truthful, honest, decent, and legal (Coleman
et.al, 2020). Also, the industries ensure they act as if they are in a sense of obligation to
society and consumers.
The balance, in this case, occurs by establishing a set of rules and regulations that all
industries are supposed to follow. The key is to enhance success in the conduct of the
industries in self-regulation. Thus, this ensures that the industry meets the self-regulation
objectives. Besides, if the business is left to act responsibly in the ultra-competitive market, it
will engage in unethical ways to have a competitive edge (Kerin, & Hartley, 2018). On the
other hand, optimum government intervention will ensure that as much a business competes
and self-regulates, they bound their practices to the clear-cut set of rules.
Product placement refers to an advertising method where the products are featu...