teachthe4ps.com » Social responsibility

Creative Pricing Strategy – Pay What You Can

Joe Cannon — Tue, 18 May 2010 13:58:51 +0000

What if you had a restaurant where you could take what you wanted and pay what you wanted – with a donation. As a marketing professor, I think about this as a pricing strategy. I also think about it from the perspective of non-profit marketing. Check out the article “Non-profit Panera cafe: Take what you need, pay what you can,” (USA Today, May 18, 2010) for more details. Will enough people donate enough to make this work — it will be interesting to check back in a year or two.

“30 Terrifying PSAs”

Joe Cannon — Tue, 04 May 2010 13:57:25 +0000

WARNING: Some of these ads are very disturbing set of public service announcements. I debated whether to even post it for you guys. So if you have a weak stomach, do NOT click through. You have been warned. These are “30 Terrifying PSAs” (Trendhunter, May 2010) and includes video ads and print ads. I think the research is mixed on whether these types of “scared straight” programs even work. You can decide if this is useful for your classes.

“Web Coupons Know Lots About You, and They Tell”

Joe Cannon — Mon, 19 Apr 2010 00:53:59 +0000

Wow! I am continually amazed at how our privacy is compromised on the web. Interestingly, I am not sure our students care all that much — they post on Facebook about their love, life, and escapades where it is broadcast to their 684 “friends.” Anyway, be wary when you use web coupons because “Web Coupons Know Lots About You, and They Tell,” (The New York Times,April 16, 2010). In our books we discuss privacy in the last chapter — so it might fit as an example in these last weeks in class. It might also be a useful ethics topic in pricing.

“Certified Confusion” – the state of the art of greenwashing

Joe Cannon — Wed, 07 Apr 2010 20:10:03 +0000

The Institute oof the Environment at the University of Minnesota publishes a magazine (print and online) titled Momentum. The current issue (sorry, I cannot seem to find a date) has an article titled, “Certified Confusion.” It explores the confusing landscape of green claims, how it leads to “green fog” and confusion. Consumers that want to make green choices are not sure how to do it. Marketing bears some responsibility here.

The article could be used with our books in chapter 1 where we introduce corporate social responsibility, in the first product chapter where we describe labels and sustainability or in the final chapter which returns to corporate social responsibility and ethical behavior.

Method Co-Founder Offers Spin on Viral Video, Laundry

Joe Cannon — Sat, 09 Jan 2010 15:57:55 +0000

Method has been a very successful brand — showing that a small firm can compete with the P&G and Unilever’s of the world. Brandweek interviews Method’s founder, Eric Ryan about Method’s controversial viral video and a new laundry detergent. See “Method Co-Founder Offers Spin on Viral Video, Laundry,” Brandweek, January 9, 2010. If you decide to show and talk about the controversial video – perhaps from a social responsibility or ethics perspective — this article will give you a bit more perspective.

Check out our previous post on the controversial Shiny Suds video being pulled — you can find the video there as well.

“MADD Presents Drunk-Driving ‘Experts’”

Joe Cannon — Fri, 08 Jan 2010 15:38:43 +0000

Looking for an interesting, international (well for all you non-Canadians anyway) example of social marketing. You can read a brief ditty on the campaign “MADD Presents Drunk-Driving ‘Experts’,” at Marketing Magazine (a Canadian publication/site), January 7, 2010. I have linked to one of the ads below. Is humor a good approach for such a serious subject?

“Method Pulls ‘Shiny Suds’ Ad After Sexism Complaints”

Joe Cannon — Sat, 05 Dec 2009 21:20:59 +0000

The dangers of viral media. Method thought it had a clever video which got plaudits from marketers and a 4 star rating from YouTube. But when a vocal minority were offended, Method was forced to pull the ad. An unauthorized copy is still available on YouTube here. The full article “Method Pulls ‘Shiny Suds’ Ad After Sexism Complaints” is at AdAge.com, December 2, 2009 (subscription only).

Household cleaner marketer Method has pulled down a viral video roundly applauded by marketers at the Association of National Advertisers annual conference last month and by most viewers who’ve seen it because of heated complaints from some women who view it as sexist and even condoning rape.

“’Save the Boobs’ ad too sexy?”

Joe Cannon — Sat, 21 Nov 2009 14:37:49 +0000

How racy do you want to be in your class? This CNN video clip (“’Save the Boobs’ ad too sexy?” 1:50, CNN.com, September 24, 2009.) discusses a television ad promoting breast cancer awareness. The ad has a strong sexist tone, but good intentions. Such a provocative ad also gets publicity – witness the attention given it by CNN and no doubt other media outlets. Do the ends justify the means? You can find the commercial without the CNN commentary on YouTube.

“GoodGuide Puts Brands’ Ethical Claims to the Test”

Joe Cannon — Sat, 21 Nov 2009 04:59:19 +0000

This article, “GoodGuide Puts Brands’ Ethical Claims to the Test,” at AdAge.com, (September 28, 2009) describes the new GoodGuide website. This site has a database rating about 75,000 consumer products on health, environmental, and social impact using a 10-point scale. The article discusses some possible strategies that might be employed by the website. Even if you cannot check out the article, you can link to www.GoodGuide.com and check out the website.