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Before creating your own list of ethical guidelines, check out these cases of PR gone bad:
Please post any questions and responses in the comments section.
I just finished reading the Target Rounders article. I have what might be a silly question, but I was wondering if you could elaborate on what exactly a rounder is and why companies use them.
Alexandra, if you go back to paragraph 3 you’ll find this explanation: “one of those many groups online you sign up for & you get points for marketing a product. They come up with new products & then everyone on their list finds fun ways to promote it for ‘points.'”
Target intended to get some marketing through word-of-mouth (WOM) with this program. WOM marketing is fine, as long as everybody’s honest about who they are and who pays them to say what.
If you were a Target Rounder, you’d be asked to promote products available at Target to your friends or online acquaintances. The key here is that Target asked those people not to disclose they had incentives for promoting their products – How would you feel if I recommended a product to you, and you thought it was an honest recommendation, but in fact I was paid to do that and didn’t tell you?