Comm 3444 Chapter 15 Controversies in Contemporary Advertising Socially Responsible Advertising Does a Brand Have a Conscience Corporate Images and Values Socially Responsible Advertising Connecting advertising images to corporate values charities Corporate Image Advertising Predecessor of socially responsible advertising presented messages and images about a company that tended not to be product specific but instead gave a broader picture of the company and its role in society Definitions Social Marketing The process of using marketing techniques to persuade consumers to adopt the behaviors advocated by a social cause Cause Marketing Agreement between a non profit and a for profit to maximize benefits for both With socially responsible advertising companies use social issues as part of the persuasive message in promoting products and services Socially Responsible Advertising Advertisers can demonstrate that they are socially responsible using three different types of advertising messages Social issues linked with products Social issues linked with corporations no link to specific product Corporate donations to social issues The Increase in Socially Responsible Messages Most businesses are involved in some sort of philanthropic program and almost 70 of them talk about these programs in their messaging strategies Several reasons for the increase in socially responsible advertising Increase in the number of social responsible consumers A change in consumer attitudes toward corporate responsibility Increased interest by a range of causes Change in stakeholder concerns Intended Effects Consumers are educated and involved in a range of issues Message attention and comprehension increase Increased transparency from companies o Corporate Transparency The extent to which a corporation s actions are observable by outsiders Message credibility increases o Cone Study Found that 85 of consumers had a more positive image of a brand that supported a cause that they cared about and 80 would switch brands to support a cause Improved corporate image Consumer guilt is assuaged Unintended Effects Increased feelings of futility and fear Issues are exploited Misleading consumers Unequal balance between company and causes Greenwashing and pinkwashing Greenwashing Companies are seen as using socially related advertising messages merely to cover up for poor corporate practices overall environmentally based Pinkwashing Using breast cancer campaigns that appear to support awareness research and treatment of the disease by companies that take actions that may contribute to cancer Creating Socially Responsible Advertising When considering the implementation of a socially responsible advertising campaign there are several considerations to evaluate Clarity Partnerships Relevance Demonstrate caring Assess commitment Balance of cause and company Track results Provide solutions
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