People are not fully aware of the rights they have as consumers. They are simply targeted by marketers to buy products from that company. The marketers are obtaining personal information about consumers and the consumers have no idea what or when this information is being taken. They may just be checking their email, but while they are checking their email, marketers are gathering plenty of personal information about them to be able to attract them to the next product. Marketers have a way of advertising certain products to suit certain consumers. There is no point in advertising a consumer a product if it has no value to them. The type of information gathered from these marketers is not ethical for them to be taking without the consumers knowing about it. Not all consumers are aware of what it is they can be doing to prevent their personal information from being obtained by these companies.
You logged into your Facebook this morning and noticed an ad pop up for the store you just purchased new clothes from online the other day. Maybe you are on your way home from the movies and you and the kids have not had lunch yet but oh look, there is an ad on the billboard for the kid friendly restaurant down the street. Businesses do whatever they can to make a dollar. Advertising is the paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers (Lake). While advertising has a big impact on how well a product sells and how well the businesses attract customers, marketing can do even more than that. Marketing is more than just putting a picture of the product on a billboard or in a commercial. Marketing is the systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products (Lake). While this may help the companies sell more of their products, the research they do to pinpoint consumers is a bit over the top. Marketing researchers find out way too much personal information from consumers without them even knowing. The way marketing researchers retrieve their information is not ethical. There is an overwhelming amount of ways companies can market their products. They can market their product through television, radio, direct mail, newspaper, billboard, internet or many other ways. Each time they communicate with the consumer their goal is the make them knowledgeable of the various features of their products and services (Types). Cloud marketing refers to the type of marketing that takes place on the internet. All of the marketing resources and assets are transferred online so that the respective parties can develop, modify, utilize and share them (Types). This type of marketing allows companies to access what the consumer Google’s, likes on Facebook, the type of emails they open, and so on to be able to reach out and offer the type of advertisement that specific consumer would react to. Although the internet is taking over these days, television is still the media king. According to a recent study, the average American spends more than four and a half hours a day in front of a television. They say 99 percent of all households in the United States have at least one television (Bacic). With that being said, it is pretty clear that television advertising is the most persuasive and powerful tool for reaching consumers in the United States (Bacic). Even though Americans spend so much time in front of a television, they cannot really avoid the radio. Everyone has to make their way to work, the store, picking up their children or many other possible places. Although the radio is on, it is just…