Maker’s Mark and the Ethics of Advertising
The case is structured to achieve the following teaching objectives:
- Understand the issues, challenges, and ethical considerations in advertising in general, and those to alcohol advertising.
- Discuss the issues related to offensive ads and understand the fine line between humor and offense.
- Discuss and debate whether the company was right in making the ‘handmade’ claim or whether it was a case of misleading advertising.
- Explore ways in which brands can effectively advertise their products.
|THE PRODUCT AND PRINCIPLES OF MAKER’S MARK MARKETING|
|THE GIRLFRIEND AD|
|THE ‘HANDMADE’ CONTROVERSY|
|THE ROAD AHEAD|
Advertising,Ethics,Marketing communication,Offensive ads,Misleading advertising,Consumer behavior,Emotional appeal,Pathos,Humor,Alcohol advertising, Objectifying women, Code of Ethics, Marketing Code