Annie, copywriter for Laird & Laird (L&L) Advertising, has just been assigned the Bud's Best (BB)...
Fantastic news! We've Found the answer you've been seeking!
Question:
Transcribed Image Text:
Annie, copywriter for Laird & Laird (L&L) Advertising, has just been assigned the Bud's Best (BB) bacon account. She is tickled pink, because she knows that Bud's Best has just signed a one-year contract to use Lance Willard as a celebrity endorser. Lance is a well known, well loved, young, handsome, and vibrant Hollywood movie star who specializes in action drama roles. Victor, President of L&L, tells Annie that she will be writing commercials using Lance in the role of giving product testimonials. Victor explains to Annie that this endorsement is a testimonial given by a celebrity rather than an average consumer. He tells her that Lance has signed an affidavit swearing that he is a bona fide user of the product, as is legally required. The TV commercials featuring Lance, explains Victor, should feature Lance testifying as to the quality, value, and tastiness of the bacon. Victor suggests that this will take some good acting on Lance's part, since he has just recently become a vegetarian. Annie wonders whether a testimonial by Lance might not be dishonest, but she says nothing to Victor since she doesn't want to blow her opportunity to meet Lance in person. She figures she can get all of the details later from Lance. Lance turns out to be as charming in person as he is on the silver screen. After some small talk, Annie decides to query Lance about his experience with Bud's Best. Lance explains that he has had personal experience with the product, as is legally required for a testimonial. He tells her that he has done many celebrity endorsements in the past and knows that the American Advertising Federation's "Advertising Principles of American Business" state that "advertising containing testimonials shall be limited to those of competent witnesses who are reflecting a real and honest opinion or experience" and that as long as the endorser's comments are based on verifiable personal use, the message cannot be challenged as deceptive. In fact, he says, it has been his favorite brand of bacon ever since he was a small child, and bacon and eggs were his favorite and most frequently consumed breakfast until about a month ago when he became a vegetarian for health reasons Lance tells Annie that a recent checkup by his physician revealed that his cholesterol level was 200--in the danger zone. His doctor had warned Lance to cut down on high cholesterol foods, such as bacon and eggs. Lance decided to go even further and abstain from meat since so many meats are high in cholesterol. Annie asks Lance diplomatically whether he feels comfortable testifying about how much he likes Bud's Best bacon when he no longer uses the product. Lance replies that his conscience is clean. He has discussed the legalities with Victor, who told him that technically it was okay for him to discuss his past enjoyment of the product. After all, Lance reminds Annie, the selling points he would discuss in the commercials would be the bacon's quality, value, and good taste. Lance explains that in his view, as far as bacon goes, Bud's Best is second to none along these criteria. He tells Annie that nothing regarding the bacon's healthiness, or lack thereof, will be mentioned. As long as people are going to eat bacon, Lance asserts, they might as well eat Bud's Best. Annie thinks that Lance might have a point, but she isn't sure. She doesn't want to rock the boat at this point with either Lance or Victor, for she really wants to work with Lance on the shoot. She thinks she'd better just give it some more thought and prayer for the time being. 1. Define the ethical issue(s). (Define 2-3 issues) 2. Who are the primary stakeholders in this situation? (Identify as many stakeholders as possible) 3. What are Annie's possible alternatives? (ldentify 2-3 alternative actions) 4. Evaluate and detail the ethical implications of the alternative actions you listed in #3 by using at least one of the following decision rules. • Harm Test: Does this option do less harm than any alternative? • Golden Rule or Reversibility Test: Would I like to be on the receiving end of this action and all its potential consequences? Defensibility Test: Could I defend my choice before an ethics committee, my colleagues, my peers, my parents, etc.? 5. What action would you recommend to Annie? Explain/justify your decision? Annie, copywriter for Laird & Laird (L&L) Advertising, has just been assigned the Bud's Best (BB) bacon account. She is tickled pink, because she knows that Bud's Best has just signed a one-year contract to use Lance Willard as a celebrity endorser. Lance is a well known, well loved, young, handsome, and vibrant Hollywood movie star who specializes in action drama roles. Victor, President of L&L, tells Annie that she will be writing commercials using Lance in the role of giving product testimonials. Victor explains to Annie that this endorsement is a testimonial given by a celebrity rather than an average consumer. He tells her that Lance has signed an affidavit swearing that he is a bona fide user of the product, as is legally required. The TV commercials featuring Lance, explains Victor, should feature Lance testifying as to the quality, value, and tastiness of the bacon. Victor suggests that this will take some good acting on Lance's part, since he has just recently become a vegetarian. Annie wonders whether a testimonial by Lance might not be dishonest, but she says nothing to Victor since she doesn't want to blow her opportunity to meet Lance in person. She figures she can get all of the details later from Lance. Lance turns out to be as charming in person as he is on the silver screen. After some small talk, Annie decides to query Lance about his experience with Bud's Best. Lance explains that he has had personal experience with the product, as is legally required for a testimonial. He tells her that he has done many celebrity endorsements in the past and knows that the American Advertising Federation's "Advertising Principles of American Business" state that "advertising containing testimonials shall be limited to those of competent witnesses who are reflecting a real and honest opinion or experience" and that as long as the endorser's comments are based on verifiable personal use, the message cannot be challenged as deceptive. In fact, he says, it has been his favorite brand of bacon ever since he was a small child, and bacon and eggs were his favorite and most frequently consumed breakfast until about a month ago when he became a vegetarian for health reasons Lance tells Annie that a recent checkup by his physician revealed that his cholesterol level was 200--in the danger zone. His doctor had warned Lance to cut down on high cholesterol foods, such as bacon and eggs. Lance decided to go even further and abstain from meat since so many meats are high in cholesterol. Annie asks Lance diplomatically whether he feels comfortable testifying about how much he likes Bud's Best bacon when he no longer uses the product. Lance replies that his conscience is clean. He has discussed the legalities with Victor, who told him that technically it was okay for him to discuss his past enjoyment of the product. After all, Lance reminds Annie, the selling points he would discuss in the commercials would be the bacon's quality, value, and good taste. Lance explains that in his view, as far as bacon goes, Bud's Best is second to none along these criteria. He tells Annie that nothing regarding the bacon's healthiness, or lack thereof, will be mentioned. As long as people are going to eat bacon, Lance asserts, they might as well eat Bud's Best. Annie thinks that Lance might have a point, but she isn't sure. She doesn't want to rock the boat at this point with either Lance or Victor, for she really wants to work with Lance on the shoot. She thinks she'd better just give it some more thought and prayer for the time being. 1. Define the ethical issue(s). (Define 2-3 issues) 2. Who are the primary stakeholders in this situation? (Identify as many stakeholders as possible) 3. What are Annie's possible alternatives? (ldentify 2-3 alternative actions) 4. Evaluate and detail the ethical implications of the alternative actions you listed in #3 by using at least one of the following decision rules. • Harm Test: Does this option do less harm than any alternative? • Golden Rule or Reversibility Test: Would I like to be on the receiving end of this action and all its potential consequences? Defensibility Test: Could I defend my choice before an ethics committee, my colleagues, my peers, my parents, etc.? 5. What action would you recommend to Annie? Explain/justify your decision?
Expert Answer:
Answer rating: 100% (QA)
Buds Best Ethical Review Annie works in an advertising firm Laird Laird LL she has been assigned Buds Best BB advertising account Buds Best produces bacon LL is tasked with creating commercials for th... View the full answer
Related Book For
Posted Date:
Students also viewed these sociology questions
-
A large advertising firm specializes in creating television commercials for childrens products. The firm wants to design a study to investigate factors that may affect the lengths of time a...
-
Star Cinemas is considering a contract to rent a movie for $1,980 per day. The contract requires a minimum one-week rental period. Estimated attendance is as follows: Required a. Determine the...
-
Annie Hays recently sold a condominium she had bought and lived in while she was a college student over 15 years ago. She received $150,000 for the condominium and is considering two investment...
-
Lead has one of the highest densities of all the pure metals. The density of lead is 11,340 kg/m. What is the density of lead in units of lbm/in?
-
A simple pendulum of length 2.00 m is released from a horizontal position. When it makes an angle of from the vertical, determine (a) Its angular acceleration, (b) Its centripetal acceleration, and...
-
A rigid tank contains 1 lb mol of argon gas at 400 R and 750 psia. A valve is now opened, and 3 lb mol of N2 gas is allowed to enter the tank at 340 R and 1200 psia. The final mixture temperature is...
-
Bonds issued at a premium always have a. interest expense less than the interest payments. b. interest expense greater than the interest payments. C. interest expense equal to the interest payments....
-
A vertical aerial photograph reveals a tall building. The foot of one corner of the building has (x, y) coordinates (30.5, 62.0) (both measured in mm from the lower left-hand corner of the negative),...
-
Assume that yields on U.S. Treasury securities were as follows: TERM RATE 6 months 5.09% 1 year 5.49 2 years 5.68 3 years 5.8 4 years 5.84 5 years 6.01 10 years 6.19 20 years 6.59 30 years 6.72...
-
Problem 9 (50 Points) An air-cooled aluminum heat sink is used to keep electronics cool (see image and diagram). The cooling requirements are being significantly increased. To increase the rate of...
-
Let p(t)= 5t +9f-7 and Pi(t) P(1) 4f+1+2 = 3-1+1 Pa(t) = -2-1-1. Prove whether or not pe span (P-P2-Pa).
-
1. Compute the product margins for the Xtreme and the Pathfinder products under the company's traditional costing system. 2. The company is considering replacing its traditional costing system with...
-
Oil marketing companies have decided to perform an analysis on crude oil prices for n number of days. The aim is to find the number of consecutive days preceding the present-day [inclusive] when the...
-
Eagle Stationery & Supplies Company sells jumbo highlighters at $160 per highlighter. The costs associated with each highlighter are as follows: Direct materials $65 Direct labour $42 Variable...
-
Researchers found that the relationship between the yield of a crop and the amount of watering could be modelled by y = -1478+3345xt-446x2, where y is the yield, in kilograms per hectare (kg/ha), and...
-
A critical review of a zero-based budget and its use in the public sector. Review should include but not be limited to addressing some of the following attributes of a zero-based budget: Strengths...
-
Analyze the Knob Noster Missouri School district profile It can be any educational level. For K-12 schools search the Missouri state website. For higher education, search the accrediting body's...
-
Trade credit from suppliers is a very costly source of funds when discounts are lost. Explain why many firms rely on this source of funds to finance their temporary working capital.
-
In Maine, you must have a license to harvest lobster commercially; these licenses are issued yearly. The state of Maine is concerned about the dwindling supplies of lobsters found off its coast. The...
-
The accompanying table shows six consumers willingness to pay (his or her individual marginal benefit) for one MP3 file copy of a Jay-Z album. The marginal cost of making the file accessible to one...
-
Use an elasticity concept to explain each of the following observations. a. During economic booms, the number of new personal care businesses, such as gyms and tanning salons, is proportionately...
-
What is reaction coordinate? What is its significance in chemical reaction?
-
Show that for steady state flow process, \(\Delta H=Q-W_{S}\).
-
An ideal gas \(\left(C_{P}=5, C_{V}=3 ight)\) is changed from \(1 \mathrm{~atm}\) and \(22.4 \mathrm{~m}^{3}\) to \(10 \mathrm{~atm}\) and 2.24 \(\mathrm{m}^{3}\) by the reversible process of heating...
Study smarter with the SolutionInn App