Business Studies

Promotion and Advertising Topic 8 Q2 Discuss the role of ethics in advertising and promotion. How do ethical considerations differ from legal considerations in developing an integrated marketing communications program? Provide an example.

ANSWER

The Role of Ethics in Advertising and Promotion and How Ethical Considerations Differ from Legal Considerations in Developing in Integrated Marketing

The Role of Ethics in Advertising and Promotion

One of the significant roles of ethics in an advertisement is the creation of trust for the business; this is because trust is the key in building both brand and corporate customer loyalty (Snyder, 2016). In addition, enhanced ethics are very crucial in building customer trust. Notably, according to the capstone research, most marketing professionals suggested that marketing was essential. Forty-two percent of the sample indicated that building customer trust was by far the most significant benefit of ethical advertisement.

In addition, ethics promote honesty in marketing. Notably, Organizations have been pushed to adjust their business methods to be more aligned with ethical principles due to the fast-expanding practice of dishonest promotion and marketing acts and its damaging influence on an organization’s reputation and success(Alshurideh et al., 2016). an ethical climate sharpens their behavior and drives their procedures. Arguably, the focus of company goals has switched from obtaining new customers to client retention and extending the duration of the organization’s customer-business relationship.

On the other hand, ethical considerations differ from legal considerations in developing an integrated marketing communications program; the significant difference in this consideration is that the ethical considerations to do with the personal moral values and principles while the legal consideration has to do with the law, which entails the society’s values and standards which are enforceable in the courts of law.

References

Alshurideh, M., Al Kurdi, B. H., Vij, A., Obiedat, Z., & Naser, A. (2016). Marketing ethics and relationship marketing-An empirical study that measure the effect of ethics practices application on maintaining relationships with customers. International Business Research, 9(9), 78-90.

Snyder, W. (2016). Ethics in Advertising: Making the case for doing the right thing. Taylor & Francis.