ETHICS OF PROMOTION 4
Ethicsof promotion and advertising should be observed and there should beregulation of advertising. The ethics of promotion and advertisingare essential in the regulation of the practice of the advertisers.Among the ethics of promotion is honesty and respect for competitorsand general intellectual property. Advertises should not post contentthat is aimed at misleading consumers or the public about theirproducts (Basuroy et al, 2013).It is also ethical that advertisers do not use materials that areowned by the competitors as a way of attracting consumers of thecompeting brands. Ethics of promotion will help in the prevention ofmanipulation of consumers by producers through the use ofmanipulative content in advertising (Drumwright& Murphy, 2009).
Theneed for regulation arises from the fear that producers will use thepower of the media to influence the decision making process of theconsumers. According to Basuroy et al(2013), the regulation of advertisingshould be done on all media platforms where customers are accessingthe advertising content. Therefore, online media should also beregulated to limit the nature and extent of the advertising contentprovided by producers (Kotler &Keller, 2012).Regulation is also needed to protect companies from maliciousadvertising content by the competitors (Chris,2010). This is particularly important inthe online marketing platforms where there is an increased use ofcompetitor trademarks, content and designs among other intellectualproperties.
Thereshould be a regulation of advertising. This is because regulationwill protect the consumers from incorrect information from misleadingadvertisements. According to Burnett etal (2009), there is a high probabilityof manipulation of the consumers by the producers to mislead themtowards their products. Kardes et al (2011), argues that consumersare misled when producers advertise without the regard for ethics andgive incorrect information to consumers. At the same time, theregulation will ensure that advertisers present true and authenticinformation that does not infringe the rights of other advertisers.
Basuroy,S., Rinallo, D., Wu, R., Jeon, H. (2013). The Media and TheirAdvertisers: Exploring Ethical Dilemmas in Product CoverageDecisions. Journal of BusinessEthics, May 2013, Vol. 114 Issue 3,p425-441
Burnett,M., Pettijohn, C., & Keith, N. (2009). A Comparison Of TheEthical Perceptions Of Prospective Personal Selling And AdvertisingEmployees. Marketing ManagementJournal, Spring2009, Vol. 18 Issue1, p77-83.
Chris,A. (2010). Ethical Marketing &The New Consumer. New York: JohnWiley & Sons
Drumwright,M.E., & Murphy, P.E. (2009). The Current State of AdvertisingEthics. Journal of Advertising, 2009,Vol. 38 Issue 1, p83-107
Kardes,F.R., Cronley, M.L., & Cline, T. W. (2011).Consumer Behavior. Mason, OH :South Western, Cengage Learning
Kotler,P., & Keller, K. (2012). MarketingManagement. San Francisco: PearsonEducation Limited