Marketing communication: principles and practice

WHAT DO YOU THINK?
1 Do people get, through marketing, what they want, or are they merely
encouraged to want what they get?
P R O F E S S I O N A L I S M
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Anderson was now facing an ethical dilemma. They had already spent considerable
launch costs and the product was now openly on the market in distributor stores and on
building sites. Yet it now seemed certain that exposure to the product presented a potential
hazard. The HSE recommended that their guidance be followed on every building site and
in all merchants, but the company felt that it was highly unlikely that the HSE instructions
would be fully followed in all situations.
Rather than providing health and safety information in a hazard safety data sheet, it was
decided to withdraw the product. The company considered the legal and financial problems
with possible future compensation claims that could be seriously damaging to the business,
both financially and as a potential danger to the company reputation. However, withdrawal
costs would also have to be met. 
An integrated campaign of coherent and coordinated advertising and public relations
actions was planned. A marketing communication campaign was designed to support the
withdrawal of the product from the market and to actively promote alternative pitch-free
products.
Two press conferences were organized, and two press releases were distributed for the
trade press, to announce the problem and test findings, to explain the reasons for withdrawal
of the product and to alert the trade to the problem of pitch-based products. 
Anderson began labelling their other products as ‘pitch free’. 
Trade advertisements requested the return of unused product, and the trade association
was informed to alert manufacturers, suppliers, and users. Staff were briefed about the
withdrawal process and the reasons behind the move, and were provided with a
comprehensive Q&A document to prepare them to deal effectively with enquiries. All stock
was quarantined and collected from distributors for disposal.
Competitors initially dismissed the problem, then threatened legal action to resist,
arguing that these products had been on sale for 20 years without any previous claims of risk
or cases of skin cancer. In reply, Anderson pointed out that the previous test data had not
been analysed in a way that would have identified clusters of cancer incidence among users,
and there must be a risk because the pitch component is recognized as a carcinogen. The
competitors obtained their own expert report which indicated that the level of carcinogens
in the pitch residue was no higher than found generally in a number of commonly used
products. The competitors then persuaded the HSE that there was no undue cause for
concern, although the agency still maintains its guidance for the use of pitch polymers.
The product was withdrawn in 1998, resulting in an initial loss of about £100,000 when
safe disposal costs were covered. Some £300,000 of other pitch-free products were sold,
and now building specifiers are requesting pitch-free DPCs. 
Anderson have been recognized as open and honest in the face of a potentially dangerous
product – gaining credibility as a responsible manufacturer with specifiers and end-users.
The cooperation of Phil Richardson, Head of Marketing and Public Relations, Icopal Ltd,
is gratefully acknowledged

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2 What examples of deceptive and irresponsible advertising have you seen
recently. Discuss these cases with your colleagues/fellow students. Do
you all agree on the criteria for honest and responsible product
promotion?
3 Production is dependent on consumption. The consumer is the lawful
prey of the producer, and the job of the marketer is to seduce the
consumer. Is this a fair and complete explanation of almost all behaviour
in contemporary society?
4 When does marketing intervention cease to be persuasion and become
seduction?
5 List externalities that may arise in a marketing communication campaign.
6 What other forms of regulation may be significant in the job of marketing
communication manager?
7 In what circumstances may the marketing communication manager be
faced with an ethical dilemma?
8 What is the connection of ethical communication with green marketing?
9 In preparing for a job application and interview for the newly created
post of marketing communication manager, what would you offer to
indicate your advantageous credentials for the role?
10 Distinguish guardian and trading actions in the management of
marketing communication.