Marketing tragedy: When ads become apologies
SUSAN KRASHINSKY – MARKETING REPORTER
The Globe and Mail
This article circles around big brand named companies advertising their products with the use of historical and tragic events to promote their products. Large firms have started to use these events as a strategy of marketing their products as a way to support those who were affected by these events, not thinking of the consequences and conflicts that could have occurred due to the poor judgments of business ethics. Calling it “Marketing Tragedy”. Business ethics is the study of business strategies and practices concerning controversial issues that arise from the actions from the social groups. Business ethics are often guided by law to gain public acceptance.
Krashinsky talks about how poorly accepted these advertisements were, when initially released to the public. Comments were made through the use of social media. The comments commonly showed that people that were off-putted and offended. Most of these adverts were immediately taken down and then apologized to the general public. From this article it can be seen that the firms have only looked at one side of the entire situation before going forth with the adverts rather than looking at the benefits and consequences of both sides therefore, losing reputation and consumer confidence.
“Companies should never use tragedy to market their products and services, or do anything that could even be misconstrued as such,”.
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