This chapter explains the social, ethical, and ecological aspects of market planning. It looks into the history of corporate social responsibility (CSR), corporate social practice (CSP), and sustainability. Then, the chapter explores the advantages and disadvantages of doing the allegedly right thing which references increased sales, brand position, and decreased operational costs. It discusses ecologically sustainable marketing. The chapter also explores the ethical responsibility of businesses in line with ethics training, human rights, labour practices, competitiveness, and communication. It notes the usage of Corruption Perceptions Index to measure levels of corruption in a country. Additionally, the chapter cites the legislation, credit restrictions, and blacklisting in global markets.
Chapter
Understanding Social, Ethical, and Ecological Aspects of Market Planning
Chapter
Creative Execution
This chapter focuses on creative execution. It looks into the sources of creative ideas such as crowdsourcing. Additionally, the chapter highlights the importance of clear communication with the creative team amidst a campaign. It also notes the important requirements of creative ideas such as dramatized benefit claim, attention-grabbing, consistency, the requirement to be categorically relevant and adaptability across media. Moreover, the chapter explores how creative executions must match the roles that the target audience perform in the decision process. It differentiates logos, slogans, and taglines as well. The chapter then explores the concept behind social marketing communication. It narrates the role of creative research.
