Comparing Success Stories of Ford and Fiat Advertising

Facebook

The Ford Motor Company is a global automotive leader. For this advertising campaign they wanted to educate truck consumers about the features of its new 2017 Super Duty truck. This was the reason, why they partnered with Facebook to develop a variety of ads, including Canvas, carousel ads and video ads. Each of those ads was made to highlight the features and posibilities the new truck offers. Ford did this by showing the truck in areas where it can show of  its strength and power. For example, one video-based carousel ad was targeted to people who are working in the forestry industry and showed a forklift loading a pile of lumber into the bed of a Super Duty. And also some of the video ads were filmed on a smartphone, to make people think the video was made by a normal user to create an authentic feeling. The ad campaign was targeted to US men aged 25–54.

The goal of this ad campaign

Ford wanted to raise awareness of the new 2017 Super Duty model among truck buyers with interests that demand the capabilities of a heavy-duty pickup.

The success of this campaign

Ford had a huge impact and success with this advertising campaign. Overall they reached 18 million people, had an 18- point lift in ad recall and a 7- point lift in favorability. Estimated ad recall lift (people) is the estimated number of people who are likely to remember your ads within 2 days. This metric is available for ads using the brand awareness, video views and Page post engagement objectives. Facebook is using their own way of measuring the results with percentage points.

One exmaple is shown here:

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Ad Ethics in the Digital Age: Too Far Gone?

I am not one who believes that advertising is evil. Do I feel that boundaries can be crossed and should be handled accordingly by governing bodies? Of course. However, as a marketer in the digital age, I believe it is becoming increasingly challenging to market to an audience and receive meaningful engagement in return. Not only is it proven that traditional ads just don’t have impact with the millennial market, oversaturation of ads on nearly every communication platform has lead to serious advertising blindness. This leaves advertisers with few options, forcing them to play dirty to get on the radar of possible consumers.

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Has Advertising in the Digital Age Gone Too Far

 

For years, the bridge between what is legal and what is ethical has clouded the business realm. Although something may not be illegal, business owners and decision makers must ask the question, “Is it ethical?” Ethics is defined by our textbook as “moral principles and values that govern the actions and decisions of an individual or group”. These ethics are also a big component in advertising, evermore so during the digital media age. Many questions can arise when advertising as to how ethical the tactic really is.

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Ethics in the Digital Age

The purchasing decisions process begins with first recognizing a need, and then researching how to fulfill that need. Consumers will often complete the second step of the process by gathering information from advertisements. If an advertisement is untrue or misleading, then it is not fulfilling its basic function. As advertising transitions to the digital age, it becomes easier and easier for advertisers to deceive their audience. However, there are standard policies and standards, in both traditional and digital advertising, that maintain ethics in advertising.

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Got Advertising Ethics?

The influence of advertising has boomed in recent years with the growth of social media. Digital Marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 advertisements each day. Of course, most people won’t actually agree seeing 10,000 messages. This is because, in order to keep our sanity, we’ve developed a screening process to ignore most advertising messages. Less than 100 of them make it past our “attention wall” each day. This is why the advertisers must find a way to create ads that are creative, memorable, and engaging so that they will even be realized by the customer. When they try to do this a lot of companies create ads that are very questionable in terms of ethics. For example, ads that target children with products they are not even allowed to buy yet like cigarettes and alcohol. Or nudity in advertising is also one example. The question is what is acceptable and what is unacceptable? What is an ethical ad and what’s and unethical ad?

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Advertising Ethics and Me

 

Advertising is the main material of a company that is seen, therefore it is more likely to be talked about and receive press. With this high viewing rate comes differing opinions, deep analysis, and criticism. This criticism often focuses on the actions of specific advertisers. Because of this, it is crucial for advertisers to be ethically sound. Advertising and Promotion ethics are moral principles and values that govern the actions and decisions of an individual or group. Advertising is about selling a product, but that is where most of the criticism and controversy resides. Using techniques such as deception, manipulation, being offensive or in bad taste, and being untruthful are understood as an ethical problem. Ad messages are using these techniques and blurring the lines between marketing tactics and popular culture. With ads infiltrating into popular culture it is said to have an effect on society, values, and lifestyles. Because they are everywhere in our everyday lives they are “criticized for encouraging materialism, manipulating consumers to buy things they do not really need, perpetuating stereotypes, and controlling media.”

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Reflection of Virtues in Marketing & Advertising

Ethical standards in the work place are an area of tremendous controversy due to their lack in definable characteristics. Ethics are the moral compass we as individuals follow in our daily lives as we make decisions about how to handle the situations we face. They largely rely on our past experiences as individuals or as a group and differ regionally and from person to person. In the case of ad ethics in the digital age it is hard to define a white and black or a right and wrong to the ethical standards we are to follow. There are many gray areas and while advertising agencies do their best to fill in those gray areas, more appear as outside culture progresses.

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A Personal Stance on Advertisement Ethics

People often examine aspects such as the quality of a product or service, its uniqueness, and even its longevity to determine the success a company will have, but that is certainly not what success is limited to. Frequently, people underestimate the value and impact intangible assets have on a company’s standing, such as goodwill and the source from which this goodwill originates, ethics. A company’s ethics and moral standards are often a determinant as to what type of individuals comprise their consumer audience. For this reason, marketers and advertisers input significant effort into maintaining these ethics in the public eye and executives into implementing policies that coincide with the ethical standards.

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Views on the Ethics of Marketing

I tend to be a person who likes to follow the rules, whether legal or simply just moral. In class, when we were asked our personal stance on the ethics of marketing, I was quick to explain my stance. Frankly, I do believe that it would be difficult for me to work for an organization that was creating, conducting, or participating in unethical or immoral work.  It’s hard to say what my actual response would be if one of my first clients at an agency was a controversially negative one. However, I believe that there are seriously problematic clients, for example a company that is known for their deforestation and ecological destruction. There is a clean line with regard to that company. They are doing something that is socially very frowned upon. On the other hand, there are other categories that don’t necessarily seem so bad, until you really do your research.

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Ethics in the Digital Media Age

Ethics and morality continue to be important issues within today’s society, especially in advertising and promotions. As marketers, it is important to consider the power and responsibility associated with advertising, and contemplate how certain ads will be perceived by the public. Companies that do not place high value on ethical conduct tend to be criticized and suffer when it comes to sales and reputation.

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