Ethical Marketing

A recent AP bulletin highlighted several of the nation’s school districts that have resorted to placing ads on school buses (much like you’d see on other public transportation options) in an effort to offset budget cuts brought on by the economic downturn.

While this may at first glance appear to be a case of creative problem solving, it raises the question of ethics in marketing. Opponents of the move say the problem is that “children are being forced to travel to school on moving media kiosks.” They also cite distracted drivers and the potential for accidents as another downside.

We aren’t likely to jump in line with opponents of school bus advertising (heck, we’re in the business of thinking this type of stuff up!), but we do recognize that every good idea is bound to have its problems. The trick is forcing yourself to brainstorm every possible good and bad reaction that an ad, campaign or tactic might elicit.