The Problem of being Ethical

sunandaC

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Advertising can seek help in making decisions about questionable situations with the help of code of ethic that help provide general guidance. When advertising decisions are not covered by a code, rule or regulation, someone must make an ethical decision.

This person must weigh the pros and cons and make value judgment about an unfamiliar situation. These decisions are complex because there exists no clear consensus about what is ethical behavior.

The complexity of ethical issues requires us to make conscious effort to deal with each
situation. After all it is people who create the ethical atmosphere of an organization.

 Who should and should not be advertised to?

 What should and should not be advertised?

 What should and should not be the content of the advertising message?

 What should and should not be the symbolic tone of the advertising message?

 What should and should not be the relationship between advertising and the mass

media?

 What should and should not be advertising conscious obligation to society?

Therefore:

• There is no clear consensus on what defines ethical behavior.

• There is potential conflict between personal ethics and what might be good for business.

• Just because it is legal doesn’t mean that it’s right.

Related Factors in Ethical Decision Making

• Nature of the company

• Marketing objectives

• Reputation of the company

• Available resources

• Competition
 
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