Ethical Considerations in Marketing Communications

Marketing communications professionals often enough to make decisions based on ethical standards.

The American Marketing Association describes ethics as relating to “moral action, con-duct (sic), motive, and character. It also means professionally right or befitting, conforming to professional standards of conduct” (“Definition of ethics,” 2013, para. 268). The American

  • Advertising Federation has a subdivision called the Institute for Advertising Ethicswhose “fundamental purpose is to Inspire Advertising, Public Relations and Marketing Communications Professionals to Practice the Highest Personal Ethics in the Creation and Dissemination of Commercial Information to Consumers” (AAF, 2013, para. 2).
  • Some of the main decisions marketing indications professionals will have to make in the course of creating the marketing communications plan include targeting, advertising, promotions, and packaging.

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