Ethical Issues in Metabolife Marketing Campaign

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Ethical Issues in Metabolife Marketing Campaign
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The Main Ethical Failures in Metabolife Marketing

• Failed to disclose the risks associated with
  certain ingridients of Metabolife (i.e. ephedra
  ).
• Failed to respond immediately to the severe
  health incedents related to use of Metabolife by
  recalling the product from the shelves.
• Failed to warn consumers and notify them of the
  health incidents.

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Marketing techniques

• Personal testimonies
• Telling stories of real people (most of them
  women) vividness effect.
• Ignoring the scientific studies
• Potential customers are more likely to remember
  the positive stories than any numeric data.
• Allows potential customers to identify with the
  testifying individuals.
• http//www.metabolife.com/success/index.htm

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Marketing techniques

• Easy way to Weight Loss
• Plays on the American populations obsession with
  being thin in an obese society.
• Gives an easy and quick solution instead of
  long term processes.
• Relies on a society that is lured to chase after
  instant tangible gratification.

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Marketing techniques

• Understated tips for success.
• They suggest, " Eat healthy proteins, fruits,
  vegetables, and low-fat or nonfat dairy products.
  Exercise regularly, at least 30 minutes a day 4-5
  times a week".
• Is Metabolife responsible for weight loss or the
  healthy lifestyle?

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Topic Three

• Details about this topic
• Supporting information and examples
• How it relates to your audience

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Real Life

• Give an example or real life anecdote
• Sympathize with the audiences situation if
  appropriate

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What This Means

• Add a strong statement that summarizes how you
  feel or think about this topic
• Summarize key points you want your audience to
  remember

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Next Steps

• Summarize any actions required of your audience
• Summarize any follow up action items required of
  you