Big Bang or Big Bust: Marketing Bulletproof Products for Children

Big Bang or Big Bust: Marketing Bulletproof Products for Children

  • Case
  • Teaching Notes
Abstract

Michelle, a graduating senior, is faced with a soul-searching decision about her career options. In the aftermath of a recent mass shooting at an elementary school, she is rethinking her coveted job offer to market bulletproof products for children. Although Michelle knows that mass shootings help to increase product sales for her prospective employer and earn her a fast-track promotion, she questions the advertising strategy used by her future employer and its competitors. This case explores complexities of ethics in advertising, especially the use of fear-appeal campaigns to persuade consumers to buy products and services.

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