Transcript Minorities in Advertising

Minorities in Advertising
Kimberly Dillon Grantham
Target Marketing Issues. . .
Or Ethics?

Is it ethical to target a lethal product to a
community whose inhabitants have the
highest rate of death related to this product’s
usage in the United States?
• A company develops a product that causes
disease, death, and addiction, and targets it to a
population that uses the product more than the
general population.
Target Marketing Issues. . .
Or Ethics?

Given that cigarette consumption by more
educated consumers has declined, is it
ethical for cigarette companies to target the
disenfranchised, less educated, more
vulnerable communities?
• We live in an era of personal responsibility and
consumer choice. Marketers target based on
demand . . .
Target Marketing Issues. . .
Or Ethics?

Are target marketing issues really target
marketing issues, or are they more issues
surrounding the use of harmful products?
Target Marketing Forum

Why would a company single out a
particular group to target when everyone
uses the product?

Should advertisers have a responsibility to
consider moral issues . . . or just advertising
effectiveness?
Advertising Industry Issues

Can general ad agencies approach the
subject of how to appeal to a target market
in a positive and sensitive way without
minority representation within the agency?

What do company executives actually
believe about target marketing and its
effects?