Since I recently made a presentation on COMM 299 regard to ethical ads, I would like to discuss marketing ethics in my first post of COMM296 blog. In marketing class, we discussed that when we make a marketing campaign, we shall always start from a firm’s mission. Mission gives us a overall image of an organization and it also tells us what the organization would try to bring to its target customers. In this sense, this is all right. however, some firms might come up with some over-stated mission statement. for example, Kuoni Group, a globally active Swiss leisure travelling agency, delivers its campaign slogon as” Holidays that make you forget EVERYTHING!” In my opinion, it is understandable that Kuoni wants to convey the idea that they provide classic leisure travelling service, but the statement is too good to be true. In a sense, people talk big usually when they are unconfident about their ability, in this case, their service. thus it would deliver an adverse image to customers that Kuoni lies about what it can do. So, what I am trying to say is, it’s ethical for organizations to set up goals and directions that are practical; Even though the mision statement would tend to be fancy, it’s better to make it achieveable, then people will think the firm are actually striving for excellence.
This is important because every marketing campaign starts with its mission. if you go in a wrong direction, your customer will never get to hear what you want them to hear of.