Question
You have just been promoted to the Lead Marketing Director position within an advertising company. The Federal Trade Commission (FTC) is currently investigating one of
You have just been promoted to the Lead Marketing Director position within an advertising company. The Federal Trade Commission (FTC) is currently investigating one of your advertising campaigns for "Mike's Meatless Burger" which has been accused of using deceptive marketing practices due to the unsubstantiated claim of being "the tastiest meatless burger in the world." In addition, the independent taste testers used to validate this claim have been found to consist largely of paid company employees. Your task is to: 1) replace this slogan with something that can be more easily substantiated, 2) develop a new IMC that focuses primarily on younger consumers in an online environment, and 3) establish evaluation metrics that can be used both to validate and demonstrate the effectiveness of your advertising campaign.
- Summarize the issues presented in the scenario.
- Determine whether the claim should be considered deception or puffery, and provide justification for your answer.
- Determine whether or not the advertising practices should be considered unethical, and provide justification for your answer.
- Develop a new slogan for the advertising campaign, and explain why you think this new slogan will be more effective and easier to substantiate.
- Select three or more digital marketing or social media tools around which to build your new advertising campaign, and explain why you believe these tools will provide you with a competitive advantage for your particular market.
- Determine metrics for evaluating the effectiveness of each tool in reaching its intended target market, with a focus on the value each tool provides to both the consumer and the business.
- Discuss two marketing communications, regulations, and standards with which the company must comply in order to use the digital communications you have presented.
Step by Step Solution
There are 3 Steps involved in it
Step: 1
Get Instant Access to Expert-Tailored Solutions
See step-by-step solutions with expert insights and AI powered tools for academic success
Step: 2
Step: 3
Ace Your Homework with AI
Get the answers you need in no time with our AI-driven, step-by-step assistance
Get Started