This paper delves into the pervasive issue of deceptive marketing practices, wherein organizations resort to misleading tactics to attract consumers and promote their products. Such practices involve manipulating product information, exaggerating benefits, and making false promises, ultimately leaving consumers disappointed. The study explores the ethical implications of these practices and their impact on consumers’ decision-making processes.
The research also presents a case study involving PepsiCo and its subsidiary, Frito-Lay, which engaged in deceptive digital marketing practices. The campaign used websites like Hotel626.com and Asylum626.com, creating an illusion of promotion rather than straightforward advertising. The lack of transparency regarding user privacy further exacerbated the ethical concerns.
Additionally, the paper highlights the importance of ethical advertising for organizations to maintain a positive brand image. It emphasizes the need for organizations to adhere to ethical guidelines in their marketing efforts and the role of regulatory bodies in monitoring and enforcing these standards.
NotesMonkey
Title: Deceptive Marketing Practices
NotesMonkey
This paper is about analyses of the deceptive marketing practices. Many organisations often use
deceptive marketing practices in order to mislead consumers and attract them towards the product.
The companies manipulate the information of the product in order to showcase its benefits even when
the product doesn’t acquire it (Braun, 2002). In such cases, consumers often end up getting
disappointed (Braun, 2002). With the evolution of advertising techniques, organisations often resort to
false techniques in order to increase their customer base (Braun, 2002). They mislead consumers by
exaggerating the benefits of the products, using techniques which are not allowed as per ethics and
making false promises (Braun, 2002). Marketing is one of the critical components of the strategic
planning of the organisation. Hence, many times, in order to achieve financial figures, organisations
resort to false practices which are not acceptable as per law. I have been a target of deceptive
marketing practices. The deceptive practice was linked to the promotion of the product. Once I found
that PepsiCo and its subsidiary Frito-Lay are engaged in deceptive digital marketing practices. The
company used Hotel626.com and Aslyum626.com to promote the snack chips (Braun, 2002). In the
campaign, the websites being used showed the users getting treatment at asylum or walking through a
haunting hotel. The promotion campaign of PepsiCo developed the illusion that it was more of a
promotion than advertising (Braun, 2002). Also, nothing about the privacy of the users was said by
both websites. PepsiCo has always been in forefront and using digital marketing practices to advertise
most of its products including snacks. This deceptive practice was linked to the promotion of product
(Richards, 2013). The targeting and positioning strategy of the company should not be deceptive as it
puts a negative influence on the customers. Targeting strategy is referred as the strategy which is used
to target specific audiences (Craswell, 1990). The deceptive marketing strategy will create a bad
impact on the user making it tough for the people to make decisions (Craswell, 1990). PepsiCo has
adopted a differentiation targeting strategy wherein the products manufactured by the company are
unique and hence it helps the company get competitive advantage Craswell, 1990). On the other hand,
positioning is referred as the strategy to place the company uniquely. Pepsi position itself based on the
value of its products to ensure that it manufactured high quality products. Also, the company has a
huge portfolio of products including beverages, snacks and chips that consumers are fond of the
brand. It is highly critical for organisations to follow ethics of advertising in order to ensure the
company builds a positive image in the minds of consumers (Slotegraaf & Dickson, 2004). There are
various organisations monitoring the marketing practices of the organisations and ensuring the ethics
are followed ( Slotegraaf & Dickson, 2004).