History of advertising Bronze plate for printing an advertisement for the Liu family needle shop at JinanSong dynasty China. Egyptians used papyrus to make sales messages and wall posters.
Find schools offering marketing programs That question has never had a satisfactory answer, but in recent years it has become a hot button issue. According to the Bureau of Economic Analysis, corporate profits soared to all time highs in At the same time, the world was suffering through a crippling economic downturn made worse by unscrupulous business practices.
The vast disparity between corporations and their customers has made ethical business practices an extremely relevant issue. Companies realize the importance of acting in more ethical way, and broadcasting this transformation to their customers.
One of the easiest ways to achieve this is through their marketing practices.
If a company makes an effort to advertise more ethically, it reflects positively on every area of that business. What is Ethical Marketing? Ethical marketing is less of a marketing strategy and more of a philosophy that informs all marketing efforts.
It seeks to promote honesty, fairness, and responsibility in all advertising. Principles of Ethical Marketing All marketing communications share the common standard of truth.
Marketing professionals abide by the highest standard of personal ethics. Advertising is clearly distinguished from news and entertainment content. Marketers should be transparent about who they pay to endorse their products.
Consumers should be treated fairly based on the nature of the product and the nature of the consumer e. The privacy of the consumer should never be compromised. Marketers must comply with regulations and standards established by governmental and professional organizations.
Ethics should be discussed openly and honestly during all marketing decisions.
There are distinct advantages and disadvantages to ethical marketing. Unethical advertising is often just as effective as it is unethical See also Black Hat Marketing.
And since unethical behavior is not necessarily against the law, there are many companies who use unethical advertising to gain a competitive advantage. Many people buy diet pills even though they are rarely, if ever, effective.
This is because some diet pill companies use exaggerated and manipulative claims to essentially trick customers into buying these products. If that same company committed to using ethical advertising they would probably go out of business.
However sneaky their business model may be, it is not illegal and it is keeping their doors open. For companies looking to improve the image of a brand and develop long-term relationships with customers, this kind of unethical behavior can quickly lead to failure.
Customers do not want to feel manipulated by the brands they like. Companies can use ethical marketing as a way to develop a sense of trust among their customers. If a product lives up to the claims made in its advertising, it reflects positively on the entire company.
It can make the consumer feel like the company is invested in the quality of the products and the value they provide customers. It is impossible to claim that any company is completely ethical or unethical. Ethics resides in a gray area with many fine lines and shifting boundaries.
Many companies behave ethically in one aspect of their advertising and unethically in another. The ad was meant to promote realistic body images and encourage girls to love the way they looked even if they were not supermodels.
However, other Dove ads both during and since featured stereotypically beautiful models whose images have been altered to hide imperfections. Dove marketed ethically in one campaign and unethically in another.
This illustrates how difficult it is to do the right thing in all circumstances. What is most important for any company that claims to practice ethical advertising is to make it a fundamental feature of their marketing process. Every company has the opportunity to engage in ethical marketing.Interview with Drs.
Ezekiel Emanuel and David Asch on the ethics and implications of employer policies of refusing to hire smokers. () Download Finding employment is becoming increasingly.
Pricing ethics: Pricing along with product, place and promotion are the four functions of marketing. Retailers and producers must ensure that ethical pricing strategies are performed in order to earn profits without deceiving competitors or consumers.
Advertising is the art of arresting the human intelligence just long enough to get money from it. Chuck Blore, a partner in the advertising firm Chuck Blore & Don Ruchman, Inc., quoted by Ben H. Bagdikian, The Media Monopoly, Sixth Edition, (Beacon Press, ), p Ever since mass media became mass media, companies have naturally used .
The same could be said for using software to get rid of red eye — no one can seriously argue in favor of not removing it.. The ethics of manipulating and/or enhancing photography is fraught with innumerable potential dilemmas.
Truthfulness and the "highest personal ethics" are dominant themes for ethical advertising, according to the "Principles and Practices for Advertising Ethics" of the American Advertising.
Morals and ethics exist in several shades of gray. However, when it comes down to the ethics of advertising, the Federal Trade Commission has a concrete set of rules organizations must follow when advertising to their consumers.