Week 4 Advertising Assessment
Week 4’s work centres around the creative side of marketing communications. First off we consider the objectives that form the basis of any marketing campaign. We concentrate on sales v. communication as an issue. Do remember that in this unit we look at only one or two key theories in the lectures—it is up to you to read further and widely, in the textbook, the provided MyLO resources, and preferably beyond! The second topic this week is message appeals and execution styles. This is a complex topic, with numerous possible options. It is, however, an area where the creatives of the marketing world need to be involved in the ‘design’ of the communication strategies. Resources Lecture slides (download or view PowerPoint file) MyMedia recorded lecture – Week 4 Prescribed text, chapters 5 & 6 MyLO readings: Weekly study materials/Week 4/Resources Benet, S, Pitts, R, La Tour, M 1993, ‘The Appropriateness of Fear Appeal Use for Health Care Marketing to the Elderly: Is It OK to Scare Granny?’, Journal of Business Ethics , vol. 12, no. 1, pp. 45-55. ‘Up skirting complaints against Razzamatazz thrown out by Ad Standards’, Encore , 2011, August. ‘Nightmarish stroke serial killer ad banned’, Encore , 2012, October. Web link – Cadbury Coco: https://www.youtube.com/watch?v=nzIeG-oCtkU Weblink – Nandos: https://www.youtube.com/watch?v=BkGveMN-6sg Web link – Old Spice: http://www.youtube.com/watch?v=owGykVbfgUE
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Week 4 Advertising Assessment
Describe the Christian worldview’s proposal for resolving the ethical dilemma.
- Ethical Dilemma: Briefly describe the ethical dilemma in your own words, including (a) what in the scenario makes it difficult to make an ethical decision and (b) at least two options for resolving the scenario, providing a brief overview of what sort of ethical decisions each option might make.
- Core Beliefs: What beliefs about God and humanity from the Christian worldview are relevant to the scenario? How might these core worldview commitments of Christians influence one’s decision making with regard to this scenario?
- Resolution: Describe the Christian worldview’s proposal for resolving the ethical dilemma. How should the person in the scenario act according to the Christian worldview? What is the best course of action for a Christian? (Note: The resolution should be consistent with Christian worldview commitments.)
- Evaluation: What might be the unintended consequences and perceived benefits of the resolution proposed by the Christian worldview?
- Comparison: How does the Christian worldview’s resolution compare to another option?
- Conclusion: Synthesize the main points, pulling the ideas of the paper together.
- References
