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    Case Study On Toy War

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    neeraj1412
    1) The document presents a case study on the ethical dilemmas faced by an advertising firm, Daner Associates, in developing television advertisements for a toy helicopter made by client Crako Industries. 2) Crako Industries traditionally opposed toys with military or violent themes but wanted the new helicopter toy to appeal to boys. This put pressure on Daner Associates to develop exciting ads within Crako's ethical boundaries. 3) Daner Associates proposed two ads, one depicting the helicopter rescuing people and one depicting it shooting at villages, raising questions over how far they should push the boundaries to satisfy their client versus their own ethical standards.

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    Case Study On Toy War

    Uploaded by

    neeraj1412
    909 views15 pages
    1) The document presents a case study on the ethical dilemmas faced by an advertising firm, Daner Associates, in developing television advertisements for a toy helicopter made by client Crako Industries. 2) Crako Industries traditionally opposed toys with military or violent themes but wanted the new helicopter toy to appeal to boys. This put pressure on Daner Associates to develop exciting ads within Crako's ethical boundaries. 3) Daner Associates proposed two ads, one depicting the helicopter rescuing people and one depicting it shooting at villages, raising questions over how far they should push the boundaries to satisfy their client versus their own ethical standards.

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    Toy war - ethics case

    Original Title

    Case study on Toy war

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    1) The document presents a case study on the ethical dilemmas faced by an advertising firm, Daner Associates, in developing television advertisements for a toy helicopter made by client Crako Industries. 2) Crako Industries traditionally opposed toys with military or violent themes but wanted the new helicopter toy to appeal to boys. This put pressure on Daner Associates to develop exciting ads within Crako's ethical boundaries. 3) Daner Associates proposed two ads, one depicting the helicopter rescuing people and one depicting it shooting at villages, raising questions over how far they should push the boundaries to satisfy their client versus their own ethical standards.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    909 views15 pages

    Case Study On Toy War

    Uploaded by

    neeraj1412
    1) The document presents a case study on the ethical dilemmas faced by an advertising firm, Daner Associates, in developing television advertisements for a toy helicopter made by client Crako Industries. 2) Crako Industries traditionally opposed toys with military or violent themes but wanted the new helicopter toy to appeal to boys. This put pressure on Daner Associates to develop exciting ads within Crako's ethical boundaries. 3) Daner Associates proposed two ads, one depicting the helicopter rescuing people and one depicting it shooting at villages, raising questions over how far they should push the boundaries to satisfy their client versus their own ethical standards.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 15

    Business Ethics

    Case Study
    on
    Toy Wars
    Presented By – Group 4

    Raval Rahul (M169-18) Rahul Kumar (F009-18) Neeraj Kumar (F010-18)


    Manash (F011-18) Radha Govind (F012-18) Rajiv Ranjan (F013-18) Akash Roy
    (M199-18)
    Summary of the Case
    CRAKO INDUSTRIES (CI)  CHILDREN’S MILITARY HELICOPTER 
    TOYS  NEW TOY HELICOPTER VIETNAM

    DANER ASSOCIATES  To develop


    MEANER AND TOUGHER
    television advertising

    TRADITIONALY CI WAS AGAINST MILITARY TOYS


    as it gives message of violence

    Tom Daner of DANER ASSOCIATES was personally against


    showing any kind of violence to kids

    Violent ads were banned in the national network  as it creates a bad impact
    in children  Though these ads were aired in local channels.
    Summary of the Case cont...
    This ad was
    Helicopter flying out of the sky with machine rejected by Crako
    guns blazing at jungle village below. Industries.
    - Tom Daner declined it.

    >>Toy helicopter flying through the family room as a little boy plays with it,
    >> Scene shifts to show the boy on a rock from the floor of the family room,
    >>Helicopter swoops down and picks up the boy.
    >>As though rescuing him from the rock where he had been stranded.

    Scenes showing the helicopter blowing up villages.

    Instead of blowing of villages, scenes where helicopter is


    trying to rescue people from the burning village.

    Tom Daner was in dilemma out of the last two ideas.


    MARKETING ETHICS
    FRAMEWORK

    THE RIGHT THE RIGHT


    TO BE TO HAVE
    PROVIDED A VOICE IN
    WITH THE MAKING
    ADEQUATE OF MAJOR
    INFORMATION MARKETING
    ABOUT PRODUCTS DECISIONS

    WELL-BEING

    THE RIGHT TO BE OFFERED A CHOICE THAT INCLUDES


    PRODUCTS/OFFERING THAT CONSUMER TRULY WANT &
    RIGHT TO BE PROTECTED FROM HARMFUL PRODUCTS.
    Question 1 :

    Should he risk the account by submitting only the rescue mission ad? Or should

    he let Teal also see the ad that showed the helicopter shooting up the village,

    knowing that he would probably prefer that version if he saw it?


    Question 2:

    And was the rescue mission ad really that much different from the ad that

    showed the shooting of the village?


    Question 3

    Did it matter that the rescue mission ad still violated some of the network

    regulations?
    Question 4

    What if he offered Teal only the rescue mission ad and Teal accepted the

    "rescue approach" but demanded he make it more violent; should he give in?
    Question 5

    And should Tom risk launching an ad campaign that was based on this new

    untested approach?
    Question 6
    • What if the ad failed to sell the Crako toy?
    Question 7

    Was it right to experiment with a client's product, especially a product that was

    so important to the future of the client's business?


    SOLUTION

    NO EASY WAY OUT


    WHAT IS THE REAL QUESTION
    THE PERSONAL ETHICS & VALUES OF TOM DANER
    Vs
    THE FUTURE OF CRAKO INDUSTRIES

    Or CAN THEY GO HAND IN HAND


    IS GUN THE PROBLEM HERE ?
    SUGGESTIONS

    Crako industries – Toy makers, Daner associates-


    The advertising firm.
    LET THEM DO THEIR JOB.
    Differentiate the Toy.

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