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Ethical, Regulatory, and Environmental Issues in Marketing Communications

Last updated: August 20, 2008

Ethics: Matters of what is right and wrong, or moral, conduct pertaining to any aspect of marketing communications.

I. Levels of Corporate Responsibility

A. Economic

B. Legal:

C. Ethical

 

1. Language of ethical dilemmas

 

2. Tests for solving ethical problems

a. Golden Rule

b. Professional Ethic

c. TV test (Disclosure Rule)

d. Child test

II. Ethical Aspects of Advertising

A. Truth in Advertising:

1. Puffery

 

2. Deceptive Advertising: A three-pronged test by the FTC

 

 

B. Advertising to Children: Introducing Ronald McDonald

 

C. Advertising Controversial products:

 

D. Stereotype Perpetuation?

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