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What I wrote is already attached. Below are the questions I am answering and the Scenario.
Ethical Issues Analysis
Ethical issues raised by campaigns. Are there any potential ethical issues with any of the three proposed campaigns? What are the issues?
Evaluation of Ethical Issues. Evaluate the ethics of all three proposals by applying all five steps of Josephson’s Core Values Model using this guide. A link containing Josephson’s model is found in Additional Resources (See, an ethical decision model, 2012).
Stakeholder analysis – who are the stakeholders in this choice of marketing campaign decision? Who is the most important stakeholder? (See, an ethical decision model, 2012).
Reasonable decisions. Evaluate each of the three campaigns as reasonable decisions. If you have another reasonable decision, include and evaluate it here.
Which decision (e.g., campaign) satisfies the greatest number of core values? You must discuss the core values specifically in this step.
Scenario[2]
In this scenario you are a member of the marketing team in the cereals division at General Mills, Inc. [3] for the Total[4] Blueberry Pomegranate Cereal (TBPC) product.
Assume your team is working on the relaunch of TBPC and your team has had trouble selecting a new marketing campaign. Your team is at a midpoint in this project of choosing a national marketing campaign from several concepts. Your team’s authority extends to all product marketing decisions (e.g., packaging, label, promotion); however, in this role you and your team members have no authority to make, or even to suggest, changes to the product itself.
You are now in a meeting with your team, listening to ideas from the advertising agency team hired to create campaign concepts. General Mills market research has identified three possible new target markets, each roughly equivalent in size, and the ad agency was asked to prepare an ad idea to address each possible new market. General Mills sent a creative brief to the agency emphasizing that TBPC marketing should reinforce two things for the consumer: the taste of the product and the product’s nutritious attributes – something the Total product line is known for.
The ad agency creative team presents three campaign ideas to be developed into a national advertising campaign, including print, digital and TV media buys. There is enough money in the budget to further develop only one of these three ideas.
Idea #1 All in for Healthy TBPC
Male voice speaks tag line: If healthy tastes like this, I’m all in!
Video roll of GenX couple, shopping at an urban farmer’s market, then biking home to enjoy their TBPC cereal together.
Updated product package features images of fresh-looking blueberries & pomegranates
Featured hashtag #AllinforHealthyTBPC
Media buy program targeted to newly health-conscious men and women, ages 40-60
Idea #2 Healthy Tasty TBPC for dinner!
Voice over speaks tag line: We’re having cereal for dinner, come hang and TBPC with me!
Video roll of diverse group of 20-ish friends lounging around their bohemian apartment on a week night, taking, posting and tagging selfies of themselves digging into their bowls of cereal.
Updated product package features images of fresh-looking blueberries & pomegranates
Featured hashtag #TBPCme! #GoodandtastyTBPC #HealthyTastyTBPC #CheapandhealthyTBPC
Media buy program targeted to younger millennial and older Gen Z’s who value eating cereal for health and budget friendliness, but above all it has to taste good.
Idea #3 Healthy kids love TBPC
Voice over tag line: Mom’s “healthy” cereal tastes better than mine!
Video of cute kid saying the tag line using air quotes when saying the word “healthy;” cut to same kid gobbling down TBPC with smiling mom in the background.
Updated product package features images of fresh-looking blueberries & pomegranates
Featured hashtag #HealthykidsloveTBPC
Media buy program targeted to mothers of children 6-12
Presentations are over, the agency folks have left, and it’s time to choose the best campaign. You are about to speak when…
Just then the door opens and two colleagues who thought they had the conference room booked barge in; they enter the room and in the confusion see your team’s slides. One blurts out, “Are you guys relaunching TBPC? Cool. Remember when General Mills was sued by that consumer over the TBPC label?” The other colleague quickly says that General Mills won that suit outright and it was such a ‘slam dunk’ there is nothing much to worry about. They apologize and leave.
Your team was not aware of that legal situation, so you ask for the case to be sent to your office. Meanwhile, your boss, the VP of marketing, emails the team wanting to know by the start of next week which of the three creative ideas was chosen for the new campaign. It’s clear that your team will have to make this decision quickly!

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