Business ethics fi


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Business ethics fi

  4. 4. SR.NO CONTENTS 1 Definition of Advertisement 2 Objectives 3 Ethical Behaviour 4 Codes of Ethics 5 Influences on Ethical Behaviour 6 Advertising Strategies 7 Features of Advertising Ethics 8 Frame work of Advertising Ethics 9 Purpose 10 Benefits of Advertising 11 Ethical an Moral Principles 12 Social Responsibility 13 Social Responsibility in Advertising 15 Bibliography
  5. 5. Definition of Advertisement“Advertising has been described as a mode of communication designed with the attempt to convince people to begin or increase the use of a product or service.”
  6. 6. OBJECTIVES• Should educate the customer about the product, process, services offered etc.,• It should help in identifying new customers, retaining existing customer and fulfilling the wants, needs and desires .• Business enhancement & entering into new demographics.• It should be healthy, competitive & enjoy the fruit of business.
  7. 7. What is Ethical Behaviour?Ethics: standards or moral values that dictate what is right and wrong culturally based formed upon society’s expectations vary by person, and by situationAs per business firms, ethics is the study ofgood and evil, Right and wrong and just andunjust actions of businessmen.Business ethics is a form of applied ethicsthat examines ethical principles and moral orethical problems that arise in a businessenvironment. It applies to all aspects ofbusiness conduct and is relevant to theconduct of individuals and businessorganizations as a whole..
  8. 8. ADVERTISING ETHICS:Ø It is an applied philosophical analysis of the nature ofadvertising in general and of specific ethical issues that arisein advertising.Ø Includes case studies and refers to current professionalcodesand practices in the Advertising Industry and contemporary ethical theory.Ø The values that govern the actions of and individual orgroup. Not all issues can be regulated. A marketing orpromotion action may be legal but not considered ethical.Marketers must make decisions regarding the appropriatenessof their actions.
  9. 9. 3-9 Influences on Ethical Behaviour Family Experiences Personal Code of Ethics Peer Group
  10. 10. Advertising Strategies• Celebrity endorsements• Product comparison• Price comparison• Selling a dream or lifestyle• Selling with sex• Selling sentiment
  11. 11. FEATURES OF ADVERTISING ETHICSA systematic and structured applied philosophical analysis ofthe nature of advertising.• An identification and evaluation of specific ethical issues•Provides students with a text that is theoreticallysophisticated but practical at the same time.Comprehensive coverage of the ethics of advertising.•Gives students knowledge of moral philosophy andprofessional and practical ethics as well as knowledge andexperience of advertising practice.A rational and ethical decision-making model for identifyingand evaluating ethical problems in advertising.•Encourages more ethical advertising thinking and practiceby giving students a better understanding of advertisingethics specifically, and ethics more generally.
  12. 12. FRAMEWORK OF ADVERTISING ETHICS• Value- oriented framework - honesty ,privacy, transparency• Stakeholder-oriented framework - consumers ,competitors, society• Process-oriented framework -research ,price ,promotion ,placement.
  13. 13. PURPOSE• To protect consumers from economic or physical harm• Introduction of something new ,or of some valuable improvement to an existing service or product
  14. 14. BENEFITS OF ADVTG ETHICS• Communication• To make market competitive• Product differentiation
  15. 15. ETHICAL AND MORAL PRINCIPLESØ If the media are to be correctly employed, it is essential that all who use themknow the principles of the moral order and apply them faithfully in this domain.Ø The media of social communications have two options, and only two. Eitherthey help human persons to grow in their understanding and practice of what istrue and good, or they are destructive forces in conflict with human well being.That is entirely true of advertising.Ø Those who commission, prepare or disseminate advertising — are morallyresponsible for what they seek to move people to do; and this is a responsibilityalso shared by publishers, broadcasting executives, and others in thecommunications world.Ø Those who give commercial or political endorsements, to the extent that theyare involved in the advertising process.
  16. 16. Ø It is morally wrong to use manipulative, exploitative, corruptand corrupting methods of persuasion and motivation.Ø The techniques involved here include showing certainproducts or forms of behaviour in superficially glamoroussettings associated with superficially glamorous people; inextreme cases, it may even involve the use of subliminalmessages.
  17. 17. Social responsibility is an ethical ideology or theory that an entity, be itan organization or individual, has an obligation to act to benefit societyat large. Social responsibility is a duty every individual or organizationhas to perform so as to maintain a balance between the economy andthe ecosystem. A trade-off always[ exists between economicdevelopment, in the material sense, and the welfare of the society andenvironment. Social responsibility means sustaining the equilibriumbetween the two. This responsibility can be passive, by avoiding engaging in sociallyharmful acts, or active, by performing activities that directly advancesocial goals
  18. 18. Social Responsibility in AdvertisingMany corporations strive to appeal toaudiences in any way that works within thelimits of the law. Some corporations andadvertisement agencies feel this is justified.However, other corporations and audiencesfeel advertisers should have a deeper senseof social responsibility, developing theirown sets of ethics that take intoconsideration the values of their society.Many questions about social responsibilityin advertising dont have a clear answer,but depend on the beliefs of the corporationand its audience
  19. 19. Difference Between an Advertisers Ethics &Social ResponsibilityIt would be unethical to advertise aninappropriate home as perfect forsomeone.Some cynics would say advertisingethics do not exist, but the truth is thatadvertisers are quite serious aboutbeing ethical. To most, this means beingas honest and truthful as possible.Social responsibility refers to doing theright thing for society. A sociallyresponsible advertiser thinks about theconsequences of its advertising onsociety, and often donates advertisingdollars for causes that benefit society.
  20. 20. Ethics text bookNewspapersMagazines