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We usually  use marketing and ethics as opposite words. Marketing activities, in fact, are often connoted as  activities that violate fairness , honesty, responsibility and transparency principles.

Some researchers define marketing as an instrument that offers high quality life-style. According to this definition, it should have an important social role contributing to deliver improvements in consume standards without being detrimental to business competitiveness.

Companies  often must choose between taking the high road and making the decent decision versus taking the low road and breaching their customers’ trust, in fact is common using words  and phrases that make your small business sound attractive and enticing, even when your message uses phrases that exaggerate and inflate.

 Unfortunately it is very common with unethical marketing today, I really hope it gets better, that companies start taking responsibility!

Some examples of ads I consider to be unethical:

At the first glance of it you may think that it is a pregnant woman holding a glass of beer. Now, we all know that beer is not for pregnant women right? The beer might be non-alcoholic but is it acceptable? Whenever you take a look at it, it is still a beer and it would be really hard for customers to accept it because in reality, beers were meant to be alcoholic in the first place.

People tend to criticize almost everything and each of us thinks differently. Marketing should be done in such a way that you want your target consumers to feel that there is value in what they receive. Trying to understand and being aware of your surroundings will really help you decide on ethical ways of delivering marketing strategies. It would also help if it holds integrity and assurance. These will keep customers coming back with thoughts in their minds that they are valuable.

References: American Marketing Association: Statement of Ethics