Ad Ethics Dilemma - Marketing and Advertising Example
Siužetinės Linijos Aprašymas
TagBack's sponsorship-disclosure dilemma: a parenting blogger wants free packs but won't add #ad, told in six cells from situation to decision.
Siužetinės Linijos Tekstas
- Skaidrė: 1
- 1. The Situation
- I have 8,000 followers. Free packs for a post? But no #ad.
- TagBack
- A local parenting blogger with 8,000 followers offers to post about TagBack in exchange for free packs, but doesn't want to add #ad.
- Skaidrė: 2
- 2. Option A
- Free ads to thousands of parents, and it looks more genuine!
- Agree. It's free advertising to thousands of parents, and the post will look more genuine.
- Skaidrė: 3
- 3. Option B
- We'll send free packs, but your post has to say so.
- Ask her to disclose the free packs, even if she might say no.
- Skaidrė: 4
- 4. Who Is Affected
- Her followers
- The blogger
- TagBack's reputation
- Honest competitors
- Her followers (who trust her), the blogger, TagBack's reputation, and honest competitors.
- Skaidrė: 5
- 5. The Rules
- FTC endorsement guides: free products are a connection that should be disclosed.
- TagBack's brand: "reliable"
- FTC endorsement guides: free products are a connection that should be disclosed. TagBack's brand says "reliable."
- Skaidrė: 6
- 6. The Decision
- Option B. Hidden ads break trust, and trust is what TagBack sells.
- Option B. If parents learn it was a hidden ad, they won't trust TagBack, and trust is what the brand sells.