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An Introduction to the Ethics Assessment Tool
The WOMMA Ethics Assessment Tool (also known as the "Ethics 20 Questions") helps marketers identify and eliminate unethical word of mouth marketing tactics before they are implemented.
This document is a first draft of questions marketers should ask before initiating a word of mouth campaign. It is designed for easy implementation in the beginning phases of a campaign and is intended to help determine whether or not a proposed effort adheres to the standards set by the WOMMA Ethics Code.
These questions are designed to draw attention to specific practices that are unethical. The answers generated will quickly identify actions that should be avoided, as well as specific problems and grey areas within a proposed campaign.
For brands and agencies, one of the ongoing challenges is to ensure that all staff and contractors are aware of the ethics rules, and are given the training to recognize an inappropriate program when it is proposed. This is the first tool that ensures that all personnel know what to look for -- and when to stop a program.
The tool is simple to use:
1. Provide a copy of the 20 Questions to staff and agencies, along with a copy of the WOMMA Ethics Code.
2. Ask the questions when discussing any new campaign (and ask agencies and their subcontractors to provide written answers).
3. Stop any program that raises concerns.
This is the first of several tools in WOMMA's new "Practical Ethics" program, which will help marketers turn ethics from a concept into a series of action steps.
Most importantly, this tool will help protect consumers, as well as marketers.
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Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
Download PDF |
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Before you leave, make sure you see these.
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This 25-page eBook examines the valuable word of mouth marketing trends presented through case studies and Keynotes at WOMMA Summit 2011.
Download eBook
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Best Practicebook: WOs GuideM in the Customer Contact Center
Read the Guidebook
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Webinar Library
Download podcasts, presentation decks, and watch SlideShares of WOMMA Webinars and Brand Council Webinars.
Visit the Library
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WOM 101
Learn the art and science of creating effective marketing programs that get customers talking.
Download PDF
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Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
Download PDF
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