Get Ethics of Targeting essay assignment help
Ethics of Targeting essay assignment
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As we learned in unit two, businesses need to target their audiences so that the right consumers receive the right message.
- Determining the target market is important to a business to ensure that your marketing and advertising dollars are spent correctly.
- Budgets are not limitless so companies need to stretch their advertising dollars.
- They do this by targeting groups of people is most likely to purchase the product.
- However, is focusing on one group ethical, especially if that group consists of people more vulnerable to advertising messages such as children and teenagers.
Toys and games are the obvious advertisements directed at children, however advertisers have come under fire for pitching junk food to children.
- The FTC reports that even back in 2006, fast food and beverage makers spent $2.3 billion marketing to children.
The federal government has proposed specific guidelines that while voluntary, would encourage the food industry to carefully consider its advertisements to children.
- Food and beverage manufacturers would have to create healthier recipes or forgo advertising to children. (Neuman, 2011).
- More recently, Nickelodeon has been criticized for using its characters and brand to market junk food to children.
- Urged by various health groups, the company has taken steps to limit the licensing of its characters to foods that are considered healthier. (“Center for Science,” 2012).
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