COM-383 Lecture Notes - Lecture 13: Binge Drinking, Copywriting, Direct Marketing
26 Oct 2016
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Document Summary
Advertising and promotion are the most visible business activities and are prone to scrutiny by those who are concerned about methods marketers use to sell their products/services! Advertising promotion that which we write for is that which is more often seen! Proponents of advertising argue that it is the lifeblood of business! Not everyone is sold on the value of advertising ! Highly visible and persuasive, often the subject of a great deal of controversy and criticism ! Marketers must often make decisions regarding appropriate and responsible actions on the basis of ethical considerations rather than on what is legal or within industry guidelines! Moral principles and values that govern the actions and decisions of an individual or group! A particular action may be within the law and still not be ethical ! Example: puffery - we can do it, but depending on how much you do it, you could dip into unethical options!
