The pitfalls of publicizing ethics research
Presentation
Paper/Presentation Title | The pitfalls of publicizing ethics research |
---|---|
Presentation Type | Presentation |
Authors | Neale, Larry (Author), Fullerton, Sam (Author) and Johnson Morgan, Melissa (Author) |
Editors | Kehoe, W. and Whitten, L. |
Journal or Proceedings Title | Proceedings of the 2010 Annual Conference of the Society for Marketing Advances: Going Green - Best Marketing Practices for a Global World |
Year | 2010 |
Place of Publication | United States |
ISBN | 0984088415 |
Web Address (URL) of Paper | http://www.marketingadvances.org/displaycommon.cfm?an=1 |
Conference/Event | 2010 Annual Conference of the Society for Marketing Advances: Going Green - Best Marketing Practices for a Global World |
Event Details | 2010 Annual Conference of the Society for Marketing Advances: Going Green - Best Marketing Practices for a Global World Event Date 03 to end of 06 Nov 2010 Event Location Atlanta, United States of America |
Abstract | 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. |
Keywords | ethics; marketing communication |
ANZSRC Field of Research 2020 | 470199. Communication and media studies not elsewhere classified |
500102. Business ethics | |
Public Notes | No evidence of copyright restrictions preventing deposit. |
Byline Affiliations | Queensland University of Technology |
Eastern Michigan University, United States | |
School of Management and Marketing | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q09x4/the-pitfalls-of-publicizing-ethics-research
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