TITLE

Power to the people -- brands must show ethical conduct

AUTHOR(S)
Salem, Lesley
PUB. DATE
April 2003
SOURCE
Brand Strategy;Apr2003, Issue 170, p6
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Examines the ways of engaging citizens in the promotional campaign of a product. Necessity of having a covert ethical philosophy: Provision of value added services without obvious branding; Communication of clear information into the customer.
ACCESSION #
9539705

 

Related Articles

  • Millennium Marketing Madness.  // Marketing News;01/04/99, Vol. 33 Issue 1, p4 

    The article reports on the Waterford crystal "Millennium" decanter advertised in the Hilton Hotels Corp.'s Hilton Guest magazine by Millennium Magnum.

  • Open space solutions. Yan, Jack // Brand Strategy;Apr2003, Issue 170, p3 

    Examines the humanity in brand strategy and business. Application of the Open Space solution; Implementation of brand strategy; Sources of Open Space solution.

  • Designing a strategy. Marshall, Grant // Brand Strategy;Apr2003, Issue 170, p12 

    Focuses on the role of design agencies in helping the business of the clients. Demonstration of the potential problems of the client; Creation of the huge advertisement of the product; Establishment of the commitment of the agency as a natural extension of the client.

  • Prime time. Beresford, Lynn // Entrepreneur;Feb1996, Vol. 24 Issue 2, p32 

    Reports on the publication by Response TV of `TV Products Showcase,' which features advertorials on new products. Readership; Power of infomercials and TV shopping programs as marketing tools; Price.

  • Spring forward.  // Furniture/Today;4/24/2006, Vol. 30 Issue 33, p75 

    The article features the new style of Arts & Crafts product at the April 2006 High Point market.

  • If I could get my hands on Coca-Cola. Ries, Al // Brand Strategy;Apr2003, Issue 170, p6 

    Focuses on the impact of the branding strategy employed by Coca-Cola Bottling Co. Reinforcement of authentic idea; Dominance of the company in the business; Rise in the popularity of the product.

  • Bulmers widens agency review to include £8m Strongbow account.  // Marketing Week;4/10/2003, Vol. 26 Issue 15, p10 

    Reports that Cider-maker Bulmers has opened the multi-million advertising agency review to include the flagship brand Strongbow. Inclusion of the Spanish lager San Miguel in the review; Percentage increase in the advertising budget of the brand; Strapline of the product.

  • The Appropriateness of Fear Appeal use for Health Care Marketing to the Elderly: Is It OK to Scare Granny? Benet, Suzeanne; Pitts, Robert E.; LaTour, Michael // Journal of Business Ethics;Jan1993, Vol. 12 Issue 1, p45 

    In this paper we explore the intersection of three topics which have historically been singled out for ethical consideration in advertising and marketing: the use of fear appeals, marketing to the elderly, and the marketing of health care services and products. Issues relevant to using fear...

  • If You Act Now…. Sawyers, Harry // Popular Mechanics;Feb2009, Vol. 186 Issue 2, p62 

    The article presents the results of various tests made to several products being advertised in the U.S. It is noted that the StickUp's AA batteries generated 3.5 hours of wan light and the bulb stays cool to the touch. On the other hand, its is found that Pro Caulk worked as advertised because...

Share

Read the Article

Other Topics