ISSUES IN PROMOTIONAL CULTURE Essay Example | Topics and Well Written Essays - 1750 words

ISSUES IN PROMOTIONAL CULTURE - Essay Example ..* In contemporary marketing communications, branding and advertising have come to assume centre stage, a company is no longer defined by the product it creates but the image it projects. The increasing focus on branding and advertising as promotional tools has brought into question the very foundation of marketing practice in general and the use of unethical branding strategies in particular (Clifton, 2009). This shift in attention has allowed companies to emotionally manipulate consumers into purchasing products, which they have, little or no real information about, from your morning coffee to the latest piece of throwaway technology. Brands today are the face of organisations and are strategically modelled to convey a strong message about the company’s values and beliefs as well as attitude towards issues concerning the consumers (Fisher & Vallaster , 2008). They are highly visual symbols which tend to stimulate consumers’ perceptions and influence their buying behaviour. Branding strategies carry a much stronger message and are highly effective means of communication intended to deliver a twofold attack on the consumer; they aim to elevate the product attributes as well as the organisation as a whole (Zaltman, 2002). However the use of unethical branding strategies is likely to affect a brand image, the consumers, and bring into question the ethical foundation of the companies endorsing the product (Hawkins & Mothersbaugh, 2010). Branding strategies must be designed effectively in order to prevent any unethical messages or content that may harm or upset the target group. Over the years various types of branding strategies have emerged which can be categorised as unethical, however despite the outcry companies continue to condone such practices. Some of the most common instances of unethical branding and marketing strategies include shock advertising, use of excessive sexual references and