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Marketing Leaders And Ethical Issues In Advertising

1978 words - 8 pages

“Marketing Leaders and Ethical Issues in Advertising”

ABSTRACT

The purpose of this project is to point out some different measures used in advertising for defining problems and to note ethical and moral problems that advertising can and does raise and, finally, to suggest certain steps for the marketing leaders of those professionally involved in advertising. The project examines what the ethical problems in advertising are and why many marketing leaders create unethical advertisements. In order to demonstrate the unethical advertising, I provided some examples. I added to the project a list of ethical and legal issues when creating advertisements can help you to craft legal, ...view middle of the document...

Highlighting youth from 18 to 25 years as the target segment, producers of advertising forget about that other age groups are also in contact with the media. Comparing one cola with another cola or one car with another car, but other manufacturers, advertisers are increasingly began to meet in court to resolve ethical disputes and conflicts. [5] Creators of advertising texts and images started to use foul language in advertising, show the private parts of the human body, etc. in order to convince consumers in the major advantages of the product or service. So we got ethical issues in advertising. Advertising, generally speaking, is the promotion of goods, services, companies and ideas, usually performed by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling, and sales promotion (Wikipedia). False advertising is an act of deliberately misleading a potential client about a product, service or a company in general by reporting false or misrepresenting information or data in advertising or other promotional materials. False advertising is a type of fraud. False advertising is often a crime. In some countries advertising practices (including "truth in advertising") are regulated by a government authority (FTC in the USA), in others the advertising industry is self-regulated and professional associations combat false advertising. To decrease their legal liability for false advertising, many companies cover their tracks using small print (Wikipedia).
In this era of globalization and multinational competition, ethical practices in business are assuming importance as relationships with various suppliers and customers are shaped by ethical practices and mutual trust. So, ethical decision taking assumes importance in today’s corporate world.
The purpose of this project is to point out some different measures used in advertising for defining problems and to note ethical and moral problems that advertising can and does raise and, finally, to suggest certain steps for the marketing leaders of those professionally involved in advertising.

DISCUSSION

Advertising and Ethics.
Advertising is a dynamic social process, in which there are the interests of business, creativity, customer needs and government legal regulation. Advertising is the most widely known weapon in the marketing armory. This is a paid medium involving radio, TV, poster-sites, press, direct mail or internet. Each medium offers several advantages and disadvantages.
There are several reasons for advertising:
•Increasing the sales of the product/service.
•Creating and maintaining a brand identity or brand image.
•Communicating a change in the existing product line.
•Introduction of a new product or service.
•Increasing the value of the brand or the company.[6]
Advertising convinces the consumer to do something. So, it becomes not objective and...

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