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“Target Marketing and Ethics Brand Advertising and Marketing Campaigns" offered for open access for the month of October

When Digital Marketplace Exclusivity Becomes Discrimination

By IGI Global on Oct 1, 2015
When Digital Marketplace Exclusivity Becomes Discrimination With advancing developments in targeted marketing, consumers now receive tailored advertising geared toward individual interest rather than being blasted with irrelevant information. Companies such as Amazon and eBay save items you have viewed on their webpages and subtly slide them into ads on the bottom and sidebars of your browser while you peruse other sites. On Monday, Google announced “Customer Match” where users can upload email lists for search, Gmail, and YouTube ad targeting. This is the first time advertisers will be able to set bids and create advertising based on customer data.

Targeted advertising can offer great opportunities for the chosen demographic, but now the ethics behind the strategy is being questioned. According to a recent GeekWire article, some of Seattle’s newer housing complexes now offer special deals to workers at big tech companies, including Microsoft and Google. Incentives include cuts in deposits and special discounts to lure tech renters. Why? According to Coldwell Banker realtor Dorothy Ennes, the tech worker is the perfect tenant. “I tell owners, my ideal tenant is someone who works for high tech companies and is never home.”

So what about potential renters who are not employed at big tech companies? Are they not eligible for discounts because of their occupation? Some people are claiming that these rent specials are discriminatory.

The IGI Global article “Target Marketing and Ethics Brand Advertising and Marketing Campaigns” evaluates and discusses the ethics of strategic marketing. This article examines ethical concerns of advertising, the use of animated spokes-characters, marketplace discrimination, misleading practices, ethical concerns in minority marketing, and related advertising regulations. The authors conclude with recommendations for future research and implications for advertising and marketing practice. Policy implications are made for socially responsible advertising and marketing.

Written by Northcentral University scholars Gyongyi K. Fogel and Lorinda F. Lewis, this research is featured in the International Journal of Social Ecology and Sustainable Development (IJSESD), a premier publication providing coverage of timely and significant issues of sustainability and development with social ecology-driven concepts and practices. Download the article “Target Marketing and Ethics Brand Advertising and Marketing Campaigns” here.

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Some of IGI Global’s other publications on targeted marketing include the following:



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