Marketing communication: principles and practice

Irresponsible advertising
This may not be deceptive, but it does depict or encourage irresponsible
behaviour or portrays groups in an irresponsible manner. Women are often
portrayed as stupid or dominated by men. Black people are often stereotyped
as athletes or recipients of charity.
There has been a growing awareness among marketers in recent years of
their responsibility to society. Socially responsible advertisers have a vested
interest in providing accurate information to consumers – they gain trust
and loyalty. As we saw in chapter four, an educated consumer may the
marketer’s best customer.
P R O F E S S I O N A L I S M
336

---

THE JOB OF THE MARKETING COMMUNICATION
MANAGER
The explicit role of manager of marketing communication(s) is a recent
development in management. Relatively few appointments have been made
in the UK, but this job is commonplace in US corporations. Where a manager
for this sub-function of the value-creation system is not employed, the
responsibilities fall on the marketing manager or an advertising manager, 
often with a coordinator working to support them. This is a reflection of the
importance placed on the management of communication in the corporation.
There is, however, a definite and accelerating shift towards professionalizing
the role of manager of marketing communication. This person will work with
other roles, such as public relations, corporate communication, reputation
management, customer relationship/service management, and so on.
We can ask: what is the role of the marketing communication manager?
What will be the major responsibilities (see Box 17.2 for examples of relevant
contemporary legislation and regulations)? What particular expertise (skills,
competencies, knowledge, and experience) is required? What will be the
key activities, and key relationships? Figure 17.1 shows a recent proforma job
description suggested by The Chartered Institute of Marketing. 
The role is most often managerial, taking responsibility for the development
and implementation of marketing strategies and activities to build brand
awareness, coordination of working relationships with public relations,
design, and advertising agencies, and partnering with product development
and communication specialists throughout the corporation. Ideally, the