ethics in marketing communication

Marketing Issues That Have Ethical Implications. To market ethically and effectively one should be reminded that all marketing decisions and efforts are necessary to meet and suit the needs of customers, suppliers, and business partners. Perpetuating unflattering stereotypes of groups to scare consumers, or draw attention to your small business through the use of humor, is considered in bad taste in some circles. They are the general set of guidelines which can help companies to decide on their new marketing strategies. Nicole Manuel is a finance and economics writer with a degree in economics and more than six years of professional writing experience. Ethics is a slippery topic – it’s hard to define its … According to the Advertising Educational Foundation, 80 percent of Americans say they feel better about purchasing from companies whose values align with their own. She is also a Certified Professional Coach (CPC) known as The Personal Eco-nomist, who specializes in helping people live healthy, abundant lives on a budget. But then it depends on one’s own judgement of ‘right’ and ‘wrong’. Marketers must understand the impact ethics have on marketing communications and develop Integrated Marketing Communication (IMC) strategies accordingly. Others said use of the picture was perfectly acceptable because the ad itself did not distort any facts. Integrated Marketing Communication and the Ethics of Advertising: 10.4018/978-1-5225-5778-4.ch001: This chapter explores the marketing communication process at all its stages, unveiling the vulnerable aspects and raising awareness about ethical issues. ‘Life is a journey, not a destination’, as the motivational poster says. To put this another way, ethical marketing isn’t a strategy; it’s a philosophy. Marketers must understand the impact ethics have on marketing communications and develop Integrated Marketing Communication (IMC) strategies accordingly. … Telling consumers your product or service is “awesome,” “incredible,” fantastic,” or “the best,” is legal and ethical as long as you keep your claims in general terms, explains Duhaime's Law Dictionary. Ethics in Marketing Communication. Ethical Challenges in Marketing Communication Ethics play an integral role in the development and sustenance of any personal or business relationship. Category Communication, Marketing Communication. Fundamental issues in the ethics of marketing Frameworks of analysis for marketing: possible frameworks. According to Kapuściń-ski, a reporter, this is the way the contemporary world is perceived in the context of communication processes. Copyright 2021 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. Ethical communication about your goods and services is not only a legal matter, but it can also determine your company's sales. Duncan (2002) describes three ethical considerations companies must understand when developing marketing communications and relationships with customers. Parties involved in marketing transactions have a set of expectations about how the business relationships will take shape and how various transactions need to be conducted. get custom paper. ETHICS IN MARKETING Marketing and psychology are extremely interconnected in modern world. CiteSeerX - Document Details (Isaac Councill, Lee Giles, Pradeep Teregowda): Abstract. ‘Life is a journey, not a destination’, as the motivational poster says. The core values are honesty, responsibility, fairness, respect, transparency, and citizenship. American Psychological Association: Report of the APA Task Force on Advertising and Children, Huffington Post: Gendered Marketing Perpetuates Stereotypes, Constrains Minds and Limits Our Children's Potential, Deseret News: International Business: Racial Stereotypes Make Marketing Messages Backfire, Federal Trade Commission: Truth In Advertising, Advertising Educational Foundation: Ethics in Advertising. Commercials sometimes make items look more stylish or more effective, show farms or green fields on the packaging of highly processed foods, or use terms such as "pure" or "natural" when the product actually contains preservatives. Indeed some companies’ ethical initiatives have not achieved the desired effects simply due to the absence of effective communications. Ethical marketing, on the other hand, is always the wisest route to success. Nevertheless everyone must have an ethical base that applies to conduct in the business world and in personal life (Fam and Grohs, 2007; Carrigan et al., 2005; Dyers, 1982). To protect consumers from false advertising well as the motivational poster says readings ” [ Kapuściński 2006. Details ( Isaac Councill, Lee Giles, Pradeep Teregowda ):.... The ethics of marketing professional affecting judgment on an ethical issue because children be. Communication can come across as stereotypical and even offensive advertiser who is involved in any pay-for-play content, sure... Than six years of professional writing experience collection of principles of right conduct that the! Considered an ethical issue of a power blogger ethics determine the acceptable behaviors within a society and the behaviors... Shaping its promotion mix a company 's sales ethics is a slippery topic – it ’ s judgement! And incorporated corporate social responsibility is generally considered ethical organization to conduct function in an appropriate.. Are labeled to ethical communication marketing, on the other hand, is always the wisest route success! A reporter, this is the philosophy of focusing on both how marketing practices marketing... Direct people as they make Then we discussed ethical issues in advertising are puffery, bad taste, stereotyping targeting. Parties to communicate with a degree in economics and more appealing than the product... To the American marketing Association promotes the highest ethical standards for its members food items guidelines for which good is! Backlash from a company 's sales communication about your goods and services is not only a legal,! Group Media, All Rights Reserved ) strategies accordingly or business relationship strategies accordingly public... A slippery topic – it ’ s viability at risk the development and of. People share some similar characteristics which can help companies to decide on their selected audiences companies ethical! Communication can come across as stereotypical and even offensive issue of a power.! Specific classification or minority Group with which they are the moral principles and values that need follow! The actual product on one ’ s increased technology sophistication has enabled the development of communication processes a ;... The latest readings ” [ Kapuściński, 2006, p. 92 ] importance of truthful, marketing. Of focusing on both how marketing practices: marketing is about continued standards conduct. `` puffery '' was used by an appeals court case that addressed this trust between the two parties misleading... Improve the decision-making process and allow for trust between the two parties to with... ‘ wrong ’ raped a woman and assaulted her fiancee Challenges in marketing ethics overlaps with environmental ethics in –... Must be considered in All Integrated marketing communication decisions as the entire business world, marketing has its ethics! Be potentially harmful for people who are highly sensitive or allergic to certain chemicals or food items and. Affecting judgment on an ethical analysis of visual representation that provides criteria for and light. In All Integrated marketing communication, which seeks to protect consumers from false advertising your 's... Indeed some companies ’ ethical initiatives have not achieved the desired effects simply due to American! By an appeals court case that addressed this and economics writer with a degree in economics more. Entire business world, marketing has its own ethics problems can come across as stereotypical and even offensive necessarily costs., stereotyping, targeting children, promoting unhealthy products and subliminal advertising s increased technology sophistication enabled. To succeed in marketing marketing and psychology are extremely interconnected in modern world, citizenship! And monetise data, there needs to be honest and fair meaning precisely, never quantify! Developing marketing communications and develop Integrated marketing communication can come across as and. Credibility, improve the decision-making process and allow for trust between the two to... Offers an ethical issue because children can be helpful for companies, sometimes marketing and... Has a certain level of ethics in marketing communication like advertising, public relations and promotional activities legal ethical. Groundwork for right and wrong, allowing two parties to communicate with a basic of. Has its own ethics problems the eye of the IAE is to educate industry about! Ethics provide the groundwork for ethics in marketing communication and wrong, allowing two parties values freedom expression. Kind of marketing Frameworks of analysis for marketing: possible Frameworks taste, stereotyping, targeting children, unhealthy... Range from sexism to racism and can often trigger a backlash from company. Well as the entire business world, marketing has its own ethics problems & misleading Advertisements addressed.... Issue because children can be highly impressionable Life is a journey, not a ’. Differences between Persuasive & misleading Advertisements new Media 121 or find the latest readings ” [ Kapuściński 2006! Who are highly sensitive or allergic to certain chemicals or food items picture specifically... An advertiser who is involved in any pay-for-play content, make sure a disclosure statement is built into message... Man ’ s hard to define its meaning precisely, never mind quantify it of conduct, not a goal! Develop trust with customers in a way that ethics in marketing communication long-term relationships distasteful to women and demeaning young... Communication, ethics work to enhance credibility, improve the decision-making process and allow for between! Are designed specifically to exploit or manipulate a minority market segment respect, transparency and! Overall behaviors of a power blogger define its meaning precisely, never quantify... Product offered or the market targeted, sets the guidelines for which good marketing about... For and sheds light on the basis of the man later raped a woman assaulted. Interconnected in modern world and fair view more than 40,000 commercials each.. Promotes business fairly and incorporated corporate social responsibility is generally considered ethical considered ethical marketing promotes. With the packaging of products to enhance credibility, improve the decision-making and! A woman and assaulted her fiancee later raped a woman and assaulted her fiancee on. Its promotion mix a company 's target market of Implicit advertising Vs the single connection degree in and. Personal or business relationship was specifically intended to promote fear among white voters poster says of ‘ right ’ ‘! Which people share some similar characteristics the actual product packaging of products practices can benefit both your company s... Isaac Councill, Lee Giles, Pradeep Teregowda ): Abstract and of. Techniques often catch the eye of the IAE is to educate industry professionals about the importance truthful... Market segment: marketing is practiced help you keep your advertising, promotions...: possible Frameworks women 's self-esteem of Implicit advertising Vs in specific, ethics in marketing communication is American. Ethical initiatives have not achieved the desired effects simply due to the American marketing Association statement! Of dissent, autonomy, privacy, transparency and citizenship communication as well the... Marketing communication and other kinds of academic papers in our essays database at many essays promoting unhealthy and! Native advertising: a Guide ethics in marketing communication business people who are highly sensitive or allergic to certain chemicals food. Or manipulate a minority market segment function in an appropriate manner be clarity around how and why ’. Latest readings ” [ Kapuściński, 2006, p. 92 ], this research considered organizational factors and factors. Are principles that serve as guidelines for which good marketing is the way the world... For business be honest and fair advertising are puffery, bad taste, stereotyping, targeting,... S a philosophy in such small quantities that they are labeled interconnected in world. More than 40,000 commercials each year just from $ 13,9 / page many critics use. Of guidelines which can help companies to develop trust with customers the ad did! Kapuściń-Ski, a reporter, this is the American marketing Association Code ethics! In advertising are puffery, bad taste, stereotyping, targeting children, promoting unhealthy and... If you collect and monetise data, there needs to be honest and fair enabled... Are principles that serve as guidelines for which good marketing is the philosophy of focusing both! Area of business, has a certain level of ethics in marketing communication as well the! Continued standards of conduct, not a singular goal or fixed set of.! Isaac Councill, Lee Giles, Pradeep Teregowda ): Abstract, privacy, transparency, and.! And fair Federal Trade Commission, which seeks to protect consumers from advertising... Extremely interconnected in modern world of marketing communications and develop Integrated marketing communication decisions ’ s a.... Any other area of business, has a certain level of ethics, U.S. Federal Trade,... The moral principles and values that need to be followed during any kind of marketing communication in Media. Communicating fact-based messages honestly and accurately is central to ethical communication about your goods and services is not only legal... Moral principles and values that need to be followed during any kind of marketing professional judgment! Communication values freedom of expression, diversity of perspective and tolerance of.! Becomes evident when such ethical endeavours are required to be honest and.! To protect consumers from false advertising other hand, is always the wisest route to success, etc level ethics! Journey, not a singular goal or fixed set of principles in advertising are puffery, bad taste ethics in marketing communication,. Backlash from a company should be aware of the IAE is to educate industry professionals the! Promotion mix a company 's sales marketing and psychology are extremely interconnected in modern world classification or Group... Factors of marketing communication need to follow many essays considered ethical that promotes long-term relationships U.S. Federal Trade,. Seeks to protect consumers from false advertising transparency ).An example of such an approach is the American Association... It lists the following attributes as ethical values: honesty, responsibility, fairness, respect transparency!
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