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Chapter 3 Ethics in Marketing Communication Peggy Simcic Brønn Main Schools of Thought Duties Goodness or badness is evident in the act itself. Example: Lying is bad in itself. Consequences Goodness or badness is evident in the consequences of the proposed act. Example: A deliberate falsehood is only bad if it leads to bad consequences. Peggy Simcic Brønn Immanuel Kant (1724-1804) Duty-based ethics Actions possess moral worth only when we do our duty for its own sake, not because of its consequences Peggy Simcic Brønn Marketing Communications as an activity is ethically neutral -- neither good nor bad. The ethical acceptability of a particular marketing communications campaign will depend on the interaction between: The design and other choices made by the company The relevant features of the campaign’s context Peggy Simcic Brønn Main Ethical Issues in Marketing Communications Truth Telling misrepresentation and puffery importance of context: complex products relational circumstances Vulnerable Groups Privacy Taste and Decency Hospitality, incentives, inducements, etc. Sales management implications Peggy Simcic Brønn