Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

تمرين 7

CRAIGSLIST: COMMUNITY AND CONTROVERSY
In 1995, Craig Newmark, an enterprising software engineer, created an e-mail list for friends and coworkers. At the time, he was employed by Schwab after stints with several other companies in IT departments. In 1999, Craig Newmark retired and began working full time on the Craigslist Web site.
The original intention of the page was to help people to locate jobs, housing, goods, services, romance, local activities, and advice-just about anything. Today, the site provides local classified ads and forums for over 450 cities worldwide. By 2008, Craigslist had over 9 billion visitors per month.
In 2000, the organization was headed by a new CEO, Jim Buckmaster. Buckmaster has been described as a communist, a socialistic anarchist, and an anti-establishment leader. He has been condemned by many, including now-deceased minister Jerry Falwell on a national Fox television broadcast.
Why such a high level of antipathy toward an organization linked with eBay (25 percent ownership) Why the frustration with a forum for finding a house or getting a job The answer may be with the community itself.
Although Craigslist is careful to avoid illegal activities, such as cyber-stalking, identity theft, and prostitution, it has been used to facilitate some of these crimes. For example, one woman used Craigslist to find a contract killer to execute her husband. In 2010, Craiglist deleted one page of the Web site that offered adult services with the word "Censored" over the listing. Some viewed the action as a form of protest more than the attempt to slow adult solicitation of sexual activity.
Even after these events had been addressed, many complain that some of the content on Craigslist is explicitly sexual, scatological, offensive, graphic, tasteless, and/or not funny. The site acknowledges that this is the case.
At the same time, Craigslist is involved in community work, makes charitable contributions, and serves as a resource for nonprofit organizations. The company's mission includes a statement regarding "helping people help."
1. How might laws and regulations associated with marketing affect an organization such as Craigslist
2. Should any additional laws be created to deal with social community Web sites such as Craigslist If so, what type
3. What are the moral implications of a Web site that hosts arrangements for ethically questionable activities, such as sexual encounters among married people with nonspouse partners
4. How do the concepts regarding social responsibility apply to an organization such as Craigslist