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Ethical Considerations in Marketing and Advertising Strategies

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  • Essay length: 1437 words
  • Submitted: 11/07/2002
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BA Marketing Management

Information Systems 1 - IM12001

Ethical Considerations in Marketing and Advertising Strategies

CONTENTS

INTRODUCTION PAGES 3 AND 4

ETHICAL CONSIDERATIONS IN MARKETING RESEARCH PAGES 4 AND 5

ETHICAL CONSIDERATIONS IN ADVERTISING AND SALES PROMOTION PAGES 5 AND 6

ETHICS IN TARGET MARKETS AND MARKET SEGMENTATION

PAGE 6

ETHICAL REASONING PAGES 7 AND 8

CONCLUSION PAGES 10 AND 11

BIBLIOGRAPHY PAGES 12 AND 13

DIARGAM OF FERRELL AND GRESHEM'S MODEL ON ETHICAL DECISION MAKING 0N PAGE 9.

INTRODUCTION

Ethics involve issues of human behaviour and human judgement applied in everyday situations. The subject of ethics arises in marketing and advertising frequently and careful consideration has to be given to it as if, handled poorly, the public backlash could be huge. Lazniak and Murphy have highlighted this,

"When a marketing decision is ethically troublesome, its highly visible outcomes can be a public embarrassment or sometimes worse."1

Customers don't have the skills to fully assess the products they are offered except in a general way of judging the fitness of that product for the purpose for which it was purchased. There

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