topic 8 dq2

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Grand Canyon University *

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415

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Marketing

Date

Jan 9, 2024

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docx

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1

Uploaded by sarahsprang142

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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. Ethics play a crucial role in advertising and promotion, ensuring that businesses engage in fair, transparent, and responsible practices. These considerations include honesty, responsibility, fairness, respect, transparency, and citizenship, as outlined in the American Marketing Association's statement of ethics (Ethics in Marketing, 2020). While ethical considerations and legal considerations share common ground, they are not synonymous. Legal considerations are bound by the laws and regulations set by governing bodies, ensuring compliance with established rules. On the other hand, ethical considerations encompass a broader spectrum of moral principles, guiding actions beyond what is strictly mandated by law. The American Marketing Association's ethical values provide a framework that goes beyond legal requirements, emphasizing values such as honesty, fairness, and transparency. An example would be failing to disclose payments in advertorials, native advertising, or sponsored content is not only an ethical concern but can also lead to legal ramifications. The U.S. Federal Trade Commission's guidelines mandate disclosure, representing the legal aspect, while the ethical dimension involves fostering trust and transparency with the audience. Reference: Ethics in Marketing communication. (2020, October 26). Small Business - Chron.com. https://smallbusiness.chron.com/ethics-marketing-communication-40554.html
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