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Ad Ethics Dilemma - Marketing and Advertising Example

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Ad Ethics Dilemma - Marketing and Advertising Example
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Jordan shows a TagBack ad on an easel to Maya and Coach Ellis in a school hallway, beside a box of hoodies with orange name labels - Marketing and Advertising lesson plans

Marketing and Advertising

Teacher Guide by Aaron Sherman

Students map the 4 Ps, build a buyer persona and brand, storyboard a commercial, plan a campaign, and pitch it like an ad agency.


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Marketing and Advertising



The 4 Ps of Marketing
Jordan stands in a school hallway beside a TagBack poster on an easel and a TV showing the morning announcements, the Promotion part of a 4 Ps of marketing spider map
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Buyer Persona Poster
Coach Ellis frowns on a soccer field surrounded by lost hoodies and water bottles, saying she spends her Saturdays as a lost-and-found, in a buyer persona poster
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Brand Identity Poster
The TagBack logo, an orange name tag beside a navy arrow curving back toward it, from a student brand identity poster
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Storyboard a Commercial
A worried student digs through a box of hoodies in front of school lockers and asks Is that mine, the problem shot of a 30-second commercial storyboard
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Spot the Persuasion Technique
Jordan holds a price tag under a big orange sign for a back-to-school deal this week only, an example of the scarcity technique in a persuasion T-chart
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Same Product, Three Channels
An orange TagBack banner with a QR code hangs outside a school beside the car pick-up line, the billboard version of one ad in a compare-and-contrast storyboard about advertising channels
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Social Media Ad Campaign
A hand holds a phone showing a TagBack post with a photo of an overflowing lost-and-found bin, the first post of a three-post social media ad campaign storyboard
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Ad Ethics Dilemma
A parenting blogger holding her phone meets Jordan, who holds a TagBack label, in a cafe and asks for free packs without adding #ad, the start of an advertising ethics dilemma storyboard
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Ad Agency Pitch
An art director in a conference room shows Jordan gray hoodies with bright orange TagBack labels, one role in an ad agency pitch storyboard
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Marketing Plan Worksheet
Maya, a parent, and Coach Ellis stand side by side under labels for TagBack's two customer groups, the target market section of a marketing plan worksheet
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Storyboard Description

TagBack's sponsorship-disclosure dilemma: a parenting blogger wants free packs but won't add #ad, told in six cells from situation to decision.

Storyboard Text

  • Slide: 1
  • 1. The Situation
  • I have 8,000 followers. Free packs for a post? But no #ad.
  • TagBack
  • A local parenting blogger with 8,000 followers offers to post about TagBack in exchange for free packs, but doesn't want to add #ad.
  • Slide: 2
  • 2. Option A
  • Free ads to thousands of parents, and it looks more genuine!
  • Agree. It's free advertising to thousands of parents, and the post will look more genuine.
  • Slide: 3
  • 3. Option B
  • We'll send free packs, but your post has to say so.
  • Ask her to disclose the free packs, even if she might say no.
  • Slide: 4
  • 4. Who Is Affected
  • Her followers
  • The blogger
  • TagBack's reputation
  • Honest competitors
  • Her followers (who trust her), the blogger, TagBack's reputation, and honest competitors.
  • Slide: 5
  • 5. The Rules
  • FTC endorsement guides: free products are a connection that should be disclosed.
  • TagBack's brand: "reliable"
  • FTC endorsement guides: free products are a connection that should be disclosed. TagBack's brand says "reliable."
  • Slide: 6
  • 6. The Decision
  • Option B. Hidden ads break trust, and trust is what TagBack sells.
  • Option B. If parents learn it was a hidden ad, they won't trust TagBack, and trust is what the brand sells.