Emerging Ethical Issues

Ethical issues in advertising 1

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Emerging ethical issues in advertising

Advertising is generally defined as any form of non- personal presentation and promotion of ideas by an identified sponsor through the media . It includes both electronic and print media . Advertising offer a reason to buy and is widely used to reach out to masses of people in geographically dispersed area at a low cost per exposure . Due to this consumer tend to view advertised product services as more legitimate It is therefore

basically one of the promotional tools used by marketers to reach out to their target audience . Advertiser must ensure that their creative advertising does not overstep legal and social norms of society . They should communicate openly and honestly with their consumers . In modern society advertisement plays a major role in shaping peoples altitude , behavior and how people understand life , themselves and life as a whole . Apart from commercial advertising which usually dominate the market there is also political advertisement and public service advertisement for institution (Chris , 2005

Advertisement plays a major role in the society in economic , political and cultural environment

economic benefit associated with advertising

Due to the effect of globalization it has become very difficult for companies to use other promotional mix e .g . personal selling , therefore most companies have resulted to the use

Ethical issues in advertising 2

of advertising to reach their target market since it is cheap and can reach a wider audience . Furthermore it prevents exploitation...