4. Ethics are the moral
principles and values
that govern the actions
and decisions of an
individual or group.
RIGHT WRONG
They serve as
guidelines on how to
act rightly when faced
with moral dilemmas
5. Trust
Earning Of Customer Trust
Trust Follows Reputation
Customer’s Experience Over Time and Interests
Trust Based On Honesty & An Obvious Commitment
Long Time to develop but moment to destroy
Credibility
Credibility Comes From Performance
Track Record Of Successes
Ability To Apply Learned Lessons
Credibility Depends On Your Professional Reputation
6. Consumer Bill Of Rights
Consumer Rights And Marketer Duties
List Of Unethical Marketing Ads
Unsubstantiated Claims
Wild Claims bordering On Sheer Lies
Deliberately Confusing & Misleading
Offending Sensibilities
Dangerous
8. Safety Of Customers
Non Deceptive Communications
Disclosure Of Substantial Risks
Reasons Behind Production Changes
Disclosure Of Cost Added Features In Buying
Process
Avoid False Or Misleading Advertising Or Labelling
Price differentiation On Different Point Of Purchase
9. Unsubstantiated Claims : Claims Wild Claims Bordering On Sheer
Need To Be Substantiated By Lies : Ads Which Lie
Trials From Independent And
Recognized Institutions
Olay’s Total Effects Cream - India’s Super Saver pack @ Rs.200
First Anti-Ageing Cream Instead Of Rs.300
10. Deliberately Confusing & Offending Sensibilities
Misleading
Plug And Play Device Father Distressed By Higher
Education Of Daughter & Also
By Birth Of A Baby Girl
(Considered Anti-Women)
11. Dangerous
Inhaling The Fumes Of Coil Is Harmful For Public Health
