Email Updates RSS
Search
“Target Marketing and Ethics Brand Advertising and Marketing Campaigns" offered for open access for the month of October

When Digital Marketplace Exclusivity Becomes Discrimination

By IGI Global on Oct 1, 2015
When Digital Marketplace Exclusivity Becomes Discrimination With advancing developments in targeted marketing, consumers now receive tailored advertising geared toward individual interest rather than being blasted with irrelevant information. Companies such as Amazon and eBay save items you have viewed on their webpages and subtly slide them into ads on the bottom and sidebars of your browser while you peruse other sites. On Monday, Google announced “Customer Match” where users can upload email lists for search, Gmail, and YouTube ad targeting. This is the first time advertisers will be able to set bids and create advertising based on customer data.

Targeted advertising can offer great opportunities for the chosen demographic, but now the ethics behind the strategy is being questioned. According to a recent GeekWire article, some of Seattle’s newer housing complexes now offer special deals to workers at big tech companies, including Microsoft and Google. Incentives include cuts in deposits and special discounts to lure tech renters. Why? According to Coldwell Banker realtor Dorothy Ennes, the tech worker is the perfect tenant. “I tell owners, my ideal tenant is someone who works for high tech companies and is never home.”

So what about potential renters who are not employed at big tech companies? Are they not eligible for discounts because of their occupation? Some people are claiming that these rent specials are discriminatory.

The IGI Global article “Target Marketing and Ethics Brand Advertising and Marketing Campaigns” evaluates and discusses the ethics of strategic marketing. This article examines ethical concerns of advertising, the use of animated spokes-characters, marketplace discrimination, misleading practices, ethical concerns in minority marketing, and related advertising regulations. The authors conclude with recommendations for future research and implications for advertising and marketing practice. Policy implications are made for socially responsible advertising and marketing.

Written by Northcentral University scholars Gyongyi K. Fogel and Lorinda F. Lewis, this research is featured in the International Journal of Social Ecology and Sustainable Development (IJSESD), a premier publication providing coverage of timely and significant issues of sustainability and development with social ecology-driven concepts and practices. Download the article “Target Marketing and Ethics Brand Advertising and Marketing Campaigns” here.

IGI Global is now offering FREE lifetime e-access with all print purchases, OR a FREE hard copy with e-access purchases. Purchases must be made directly through the IGI Global Online Bookstore or through a distributor. Purchase any print or electronic publication directly through the IGI Global Online Bookstore and receive a 20% discount* applied directly to your shopping cart. Offer also includes individual book chapters, journal articles, and teaching cases purchased through InfoSci®-OnDemand, IGI Global’s premier bibliographic database which allows you to search, select, and download the content you need, when you need it. 20% discount offer cannot be combined with any other offer. Discount offer valid on purchases made directly through IGI Global’s Online Bookstore (www.igi-global.com/) and may not be used by distributors or book sellers. Contact cust@igi-global.com for additional information.

Some of IGI Global’s other publications on targeted marketing include the following:



Newsroom Contact:
Ann Lupold, Promotions Coordinator
alupold@igi-global.com
(717) 533-8845, ext. 132
www.igi-global.com/
Browse for more posts in:
Business and ManagementMedia and CommunicationsSocial Sciences and HumanitiesBusiness & Organizational ResearchHuman Aspects of BusinessHuman Aspects of TechnologyMarketingSustainable DevelopmentArticlesInfoSci-JournalsJournalsFree ContentNorth AmericaAuthor NewsResources for DistributorsResources for InstructorsResources for LibrariansResources for Researchers

No comments Comments

Log in or sign up to comment.
Be the first to comment!

More from IGI Global

Apr 18, 2024 Uniting Nations with Multinational Electronic Health Records to Stop Lassa Fever's Pandemic Threat!
The World Health Organization (WHO) has reported a surge in Lassa fever cases in Nigeria, emphasizing the urgent need for containment measures.
IGI GlobalRead More
Medical, Healthcare, and Life SciencesHealthcare Information SystemsBooks & E-BooksResearch Trends
Apr 16, 2024 IGI Global Announces the 2024 Journal Reviewers Award Winners
IGI Global congratulates the winners of this year's Journal Reviewer Award
IGI GlobalRead More
JournalsAwards & RecognitionOpen Access
Apr 15, 2024 What Defines Authorship and Who Should Be Included in a Manuscript’s Byline?
For decades, academic publishing has been plagued with discrepancies surrounding authorship of scholarly research...
IGI GlobalRead More
Books & E-BooksAcquisitions
Apr 15, 2024 Doody’s Selects IGI Global Books for Special Topics List
Two IGI Global publications have been recognized by Doody's for their excellence and niche topic focus.
IGI GlobalRead More
Medical, Healthcare, and Life SciencesMedia and CommunicationsBooks & E-BooksAwards & Recognition
Apr 11, 2024 Technology is Making Disparities Worse
Digital Inclusion Week underscored the urgent need for a national digital equity plan in the US due to disparities in internet access and digital skills.
IGI GlobalRead More
Apr 8, 2024 Nearly 90% of IGI Global’s Frontlist Books Now Indexed in Scopus
The majority of IGI Global's books Frontlist is now indexed by Scopus. Learn what this prestigious recognition means for the publisher and the experts behind these books.
IGI GlobalRead More
Books & E-BooksAwards & RecognitionReviews & Indexing
Apr 4, 2024 Navigating Neglected Maintenance and Safety Risks of Flight Travel
A United Airlines Flight 837 bound for Tokyo from San Francisco could not take off due to a mechanical issue.
IGI GlobalRead More
Business and ManagementComputer Science and Information TechnologyScience & EngineeringHospitality, Travel & Tourism ManagementAerospace EngineeringBooks & E-BooksResearch Trends
Apr 3, 2024 Introducing the New IGI Book Topic Brochures
IGI Global is excited to introduce a new initiative to provide detailed insights into various fascinating subjects. Our brochures offer a comprehensive overview of timely publications covering the latest research topics...
IGI GlobalRead More
EducationBusiness and ManagementComputer Science and Information TechnologySocial Sciences and HumanitiesBooks & E-Books
Apr 3, 2024 Interview with a Global Guru in Education
Hear from Dr. Velliaris, who was voted as a Top 30 Global Guru in Education.
EducationBooks & E-BooksInterviewAuthor News
Mar 29, 2024 Cocoa Prices Skyrocket
Cocoa prices surging to $10,000 per metric ton challenge chocolate manufacturers and consumers, risking supply chain stability and higher retail prices...
IGI GlobalRead More
Business and ManagementEnvironmental, Agricultural, and Physical SciencesSustainable DevelopmentBooks & E-BooksResearch Trends
First Previous 1 2 3 4 5 6 7 8 9 10  ... Next Last