Search Marketing Techniques
Advertising is a field of industry that concentrates on campaigning or sponsoring products and service. Processes involved in advertising directed toward a particular audience include informing, influencing behavior and way of thinking, and becoming reminiscent to the audience’s memory. (Radke, 2008) Advertising should follow certain ethical, as well as legal principles, in order to maintain its integrity as an industry. One of the basic rules in advertising is to convey truthful information (Ogilvy & Mather, 2004); otherwise the process follows deceptive advertising or manipulation.
An example of indirect or non-traditional medium of deceptive advertising is the search engine market. In this case, firms or corporations that implement advertising practices pay search engines to include their firm or corporation in the top list for search results. Whenever online users search for a particular product or service, the search engine will display firms or corporations who pay for positions in the search list in the top ranking results.
The top ranking results from the search engine do not display real or objective rankings because firms or corporations pay their way for advertising. (Laycock, 2005) Another example of deceptive advertising that omits truthful information relates to the case of Dell. Advertising strategies of Dell was misleading, based on the review of a judge in New York who reviewed the case. Dell apparently presented promotions for their consumers granting free items and financing services without interest.
Selection was based on a set of criteria that Dell identified to reveal well qualified consumers for the promotion. However, it turned out that qualified consumers were required to reimburse for interest rates ranging from sixteen to thirty percent. (Peterson, 2008) Deceptive advertising is going beyond ethical and legal principles in order to manipulate audience into adapting ideas, patronizing products, and depending on services promoted by firms or corporations.
Advertising that lead to deception includes exclusion of significant information to bend the truth, declarations or claims that are false whether directly or indirectly stated, advertising channels or methods that will lead audience to reach false beliefs or assumptions, information revealed through advertising that puts health and safety of audience in jeopardy, and the use of indirect or non-traditional medium of advertising that falsely informs audience (i. e. paid blogs or search engines). These concepts comprise the framework of deceptive advertising and manipulation.
Laycock, J. (2005). “Search Marketing Techniques, Deceptive Advertising Laws & Other Laws. ” Retrieved September 12, 2008, from K. Clough, Inc. Website: http://www. searchengineguide. com/senews/003761. html Munro, J. (2008). “Is Your Ad Deceptive? ” Retrieved September 12, 2008, from The Illinois Business Law Journal. Website: http://iblsjournal. typepad. com/illinois_business_law_soc/2008/04/deceptive-adver. html Ogilvy & Mather. (2004). “Ethics in Advertising. ” Retrieved September 12, 2008, from Advertising Educational Foundation.
Website: http://www. aef. com/on_campus/classroom/speaker_pres/data/3001 Peterson, K. (2008). “Dell in hot water for deceptive advertising. ” Retrieved September 12, 2008, from Microsoft. Website: http://blogs. moneycentral. msn. com/topstocks/archive/2008/05/28/dell-in-hot-water-for-deceptive-advertising. aspx Radke, E. (2008). “The Purpose of Advertising. ” Retrieved September 12, 2008, from AR Department of Education. Website: http://dlc. k12. ar. us/Erin. Radke/Resources/Journalism/PowerPoints/PurposeOfAdvertising/The%20Purpose%20of%20Advertising. ppt