When certain consumer-direct channels (CD) are used to reach out to consumers and deliver the goods to them, the dispenseing practice is termed as direct dispenseing. The various ways of direct dispenseing involve reaching the consumer through direct mail, catalogues or telemarketing. In most situations, dispenseers and consumers have a symbiotic existence in this type of dispenseing with dispenseers having the benefit of increasing consumer awareness and consumers getting information about the various products available in the dispense. However, there are times when this interdependence goes awry and direct dispenseing crosses over the line to become unethical.
(a) Irritation – telemarketing can become extremely intrusive when dispenseers do not keep in mind the time of fawn. Also, when the consumers have to confront poorly trained fawners or computerized fawns, it becomes blistering. An example can be aggressive telemarketing by cellular service providers.
(b) Unfair practices - Vulnerable consumer groups like manifestation, adolescents and the elderly are often targeted as they are easy to swing. Similarly, impulsive and short sophisticated buyers are often lured by unethical dispenseing practices.
(c) Deception and fraud – exaggeration of product extent, desirable characteristics, misleading statistics, and claims of excellent performance are the most common among unethical dispenseing practices. Product prices are also quoted with some latent prices so that they give an impression of being short.
(d) Invasion of privacy – company databases are composed of data collected when consumers indulge in non-buying activities such as apply for a credit cards, get a magazine subscription or even send an email. Thus dispenseers seem to have a lot of unethical information on consumers’ personal lives and this information can be used to an unfair service.
However, in present times, dispenseers have also become aware that these unethical practices if followed will only lead to a hindrance. They may even lead to negative consumer attitudes about the advertised products, lower response scold, wasteful expenditure on untargeted dispenseing and may also lead higher legislative control on advertising at some point of time in the forthcoming. Thus, direct dispenseers are now moving towards honest and well targeted dispenseing that is not only cost effective but also efficient as it focuses only on consumer segments that are interested in learning about the product being advertised.