The Type of Marketing Being Used
In this particular advertisement, the company uses cause marketing as a way of attracting buyers. The ad displayed works as both a showcasing of the clothing being sold and a promotion for people to buy more second-hand clothes. The impact of the fashion industry on the environment and the large amounts of clothing being thrown out each day by both individuals and manufacturers is increasingly becoming central to the discussion of buying clothes. For this reason, a focus on second-hand and the association of the brand with the practice helps Oxfam to create a positive brand perception. Combining advertisement for their company with a particular social cause, the organization secures its positive reputation and attracts publicity.
Use of Consumer Behavior
Consumer behavior is effectively used in this promotional material, increasing the people’s incentive to purchase products of the company. It has been noted by research that cause marketing can be an effective vehicle of channeling more consumption, and Oxfam take full advantage of their positive messaging. When a particular product or service is connected to a social cause, people are more likely to purchase the product and think of it as a benefit to both themselves and society.
Ethical Considerations
Ethically, the company manages to establish itself in a high moral position, especially due to the fact that they accompany the ad with a worthwhile social cause. The support for second-hand clothing can be seen as morally and publically virtuous, and the promotion of social action through advertising further supports that fact. There is no further objectionable material in the advertisement, meaning that the promotional materials are ethically correct.
Viral News Test
The advertisement is likely to pass the Viral News test, as it does not contain any objectionable, inflammatory or radical materials in its presentation or messaging. Furthermore, the spread of the advertisement would be a positive influence on both the company and its promoted social cause. To fail the Viral News Test, then, the organization would most likely have to fully inverse its promotional message. The action against second-hand clothing could then be used to criticize the Oxfam company.
Reference
Second hand September. Oxfam GB. (n.d.).