Neale, Larry and Fullerton, Sam and Johnson Morgan, Melissa (2010) The pitfalls of publicizing ethics research. In: 2010 Annual Conference of the Society for Marketing Advances: Going Green - Best Marketing Practices for a Global World, 3-6 Nov 2010, Atlanta, Georgia, USA.
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What happens to our research once it hits the popular media? Do marketers know how to promote our research in a way that is understandable and complete, while still capturing an audience? This case study follows the dissemination of the results of a consumer ethics study via a single press release, along with the resulting media coverage, interviews and audience comments. Perhaps in their quest for a touch of controversy, the story picked up by the popular press was not the one intended by the authors. If getting the public story right is important, marketing academics need to spend as much time carefully crafting their press releases as they do writing journal manuscripts – they may not be able to rely on the ethics of media sub-editors who choose controversial headlines.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Speech)|
|Additional Information:||No evidence of copyright restrictions preventing deposit.|
|Uncontrolled Keywords:||ethics; marketing communication|
|Depositing User:||Dr Melissa Johnson Morgan|
|Date Deposited:||05 Apr 2011 11:23|
|Last Modified:||03 Jul 2013 00:35|
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