Good Example Of Article Review On Unethical Marketing- Calendar Girls In Cricket World CUP

During the Cricket World Cup in Auckland, a strip club in New Zealand, Calendar Girls, flew a plane across the stadium with a banner advertising their services. This happened during the match between Black Cups versus Australia. According to Bayer of The New Zealand Herald, the strip club was served with a warning letter .para. 2-5). This action by the strip club is ambush marketing, which uses a public event to place adverts without paying for the advertising rights. This particular act did not just breach ethical marketing practices, but also went against the regulations that established ‘clean zones that were supposed to be free of adverts. The stakeholders in this case were Ministry of Business, Innovation and Employment (MBIE) which is in-charge of businesses; The International Cricket Council (ICC) in charge of the games, New Zealand Police who maintain law and order; Events and Economic Development Limited that is in-charge of events and Auckland Tourism. In addition to this, the spectators can be included in this list of stakeholders since they are the consumers. The strip club was given a warning, which is not an appropriate for the offence committed. It would have been more appropriate to make the club pay an amount equal to the cost of advertising if they were to advertise legally. Adequate punishment hinders future offences. Looking at the gravity of the matter, that is, an inappropriate advertisement (considering the audience), unethical marketing and lost revenue through illegal advertising, I would effect an appropriate penalty. However, considering the market share of the business and its contribution to the economy, the imposed fine should not be one that cripples the business. In dealing with the ambush marketing, the health of the business should be put into consideration while also balancing with the expectations of the stakeholders.

Works Cited

Bayer, Kurt. 'Strip Club's World Cup Ambush Marketing'. The New Zealand Herald 2015. Web. 30 Mar. 2015.