Persuasion

 To begin with, the following essay addresses the ethical and legal issues marketers must take in consideration while they design their marketing communications strategies along with an explanation of the concept of ‘persuasion’ used by marketers.

 Speaking of the philosophical standpoints i.e., utilitarianism, deontological, feminist and existentialism. These are all the techniques of persuading. Utilitarianism is an absolutely altruistic look towards the possible needs of people and what they do to make their lives better. Examples include the brand name Samsung which has its charging hubs on airports which helps the passengers along-with raising its profile by adding value to company and indirectly acts as a persuasion to buy its products (Walter, 2014). For deontological school it’s about the offerings, not about consequences e.g., cigarette companies overlook the health of its customers instead focus more on attractive packaging etc.to persuade the customers in purchasing it. Sanagavarapu's company, Feminist Style, is an example of a company which uses products to encourage positive shifts. According to her, many feminist ads are doing a great deal to society. She believes that obviously the end goal is to sell the product but in the process of doing so companies are raising awareness on influential matters which are beneficial for the society (Johnson, 2014). Existentialism as well is a persuasive tactic.

 Persuasion isn’t naturally an unethical activity. It’s a powerful tool which can be used for the imperialistic and paltry motives. Humankind’s competence to be able to persuade is both grace and bane. The big picture is that the moral traits of a given alluring act are based chiefly on the rationale of the persuader and only secondarily on the game-plans and approaches used by the persuader (Marlin, 2002). The advertisement of ‘save the children fund’ was reported as offensive for the younger wins since it had scenes where birth was being given through the help of a mid-wife which caused distress. Another example is of Paddy Power PLC where the ad was banned since it offered enticement to bet on the fall-out Oscar Pistorius’s murder trial. This case was upheld. If we compare both the advertisements, ‘save the children fund’ wasn’t upheld because it didn’t show any explicit or graphic content, and if it was scheduled after 9pm it reduced the risk of the younger ones being affected, for Paddy Power PLC they were found guilty since accusations that the ad caused deliberate crimes through blubbering the problems surrounding a murder trial, the death of a woman and disability. It was also concluded that the approach brought advertising into disrepute (Asa.org.uk, 2014).

Marketers picture ads to promote product and launch it, avoiding the future consequences hence in UK there is the system of self-regulation which refers to chosen authority of adequate marketing communications concurred by the marketing communications industry itself. The pros of self-regulation include it being faster and more flexible, it assists along-with complementing statutory adjustment, doesn’t require any prove to prove a point, and decreases the agitation among the consumers and businesses, mainly a benefit for all. However, towards the flip side the cons include deterioration in competition and modernization between businesses due to the constraints, it has little expenditure to be adequate, on the basis of few complainants, too many industry representative gets involved (Boddewyn, 1992). UK has the most effective self-regulation worldwide.

 In addition to all of that there is legal scrutiny as well: The 1998 Data Protection Act was imported in order to cushion personal data e.g., credit card details, etc. the marketers have the responsibility of making sure that the consumer is complacent while giving-in such details along-with signing the legal Data Protection Act document. The Bank of Lloyds faced an issue when the personal information regarding sort codes and account details storage device got missing. Customers were cautioned to take out cover against fraud (Osborne H. 2015).

 In marketing and specifically in integrated marketing communications there’s always an ethical base that applies to conduct in the business world and in personal life morals (Daniel Ogechukwu, Kingsley Ndubueze and Victoria Uche, 2011). Thus whilst wondering upon which persuasive strategies marketers should use, they must not only think about promoting their product but also take in consideration the sort of relationship they aim to have with their customers (Marlin, 2002). They must make use of communication strategies (four P’s of marketing etc.) along-with ethical theories like utilitarianism etc. to gain value. In addition to this they should keep in mind the pros and cons of self-regulation along-with the legal rules referring to Data Protection Act 1998.