Copyright 2021 Leaf Group Ltd. / Leaf Group Media, All Rights Reserved. The American Marketing Association has a statement of ethics that requires its members to do no harm, foster trust in the marketing system, and embrace ethical values. 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. 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. The United Statesis a society of ever-increasing diversity. It takes some knowledge of basic psychology and human behaviour to succeed in marketing. Indeed some companies’ ethical initiatives have not achieved the desired effects simply due to the absence of effective communications. If you are an advertiser who is involved in any pay-for-play content, make sure a disclosure statement is built into your message. Marketing Issues That Have Ethical Implications. ETHICAL ISSUES IN MARKETING COMMUNICATION 2 Ethics in our context involves matters of right and wrong, or moral, conduct pertaining to any aspect of marketing communications 3. Ethical issues must be considered in all integrated marketing communication decisions. Ethical marketing is the philosophy of focusing on both how marketing practices can benefit both your company and social and environmental causes at once. While the effectiveness of these techniques can sometimes be questioned on a case-by-case basis, there is … Ethics in Marketing Communication and other kinds of academic papers in our essays database at Many Essays. ETHICS IN MARKETING Ethics are a collection of principles of right conduct that shape the decisions people or organizations make. Marketing alone generates revenue for the company. This can be potentially harmful for people who are highly sensitive or allergic to certain chemicals or food items. The core values are honesty, responsibility, fairness, respect, transparency, and citizenship. Ethics in marketing communication 71 • responsibility (to accept the consequences of marketing decisions and strategies, among others, concerning recognising the engagements towards certain vulnerable market segments, such as children, older people or other disadvantaged categories); Stereotyping in marketing can leave people feeling insecure about themselves or a specific classification or minority group with which they are labeled. Ethical communication has several principles or foundational elements. Offensive practices may take the form of negative or stereotypical representations of minorities, associating the consumption of harmful or questionable products with a particular minority segment, and demeaning portrayals of a race or group. Image via World Fair Trade Organization Ethical marketing refers to the process by which companies market their goods and services by focusing not only on how their products benefit customers, but also how they benefit socially responsible or environmental causes. Marketing Communications and Ethics. During the 1988 presidential campaign, for example, supporters or George H. W. Bush ran an advertisement featuring the mug shot of an African American man who Bush’s opponent had allowed to be furloughed from prison while governor. Although commercials can be used to raise awareness over issues such as bullying or drugs, commercials can also be used to make potentially harmful or unhealthy items more enticing. 1996). While marketing has existed since the start of commercial trading, it has become more and more of a grey area for businesses in recent times. These misleading marketing techniques often catch the eye of the Federal Trade Commission, which seeks to protect consumers from false advertising. Marketers must understand the impact ethics have on marketing communications and develop Integrated Marketing Communication (IMC) strategies accordingly. Understanding the basics of ethics in marketing communications will help you keep your advertising, public relations and promotional activities legal and ethical. Markets are broken into segments in which people share some similar characteristics. In specific, this research considered organizational factors and individual factors of marketing professional affecting judgment on an ethical issue of a power blogger. Ethical issues arise when marketing tactics are designed specifically to exploit or manipulate a minority market segment. 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