Ethical Evaluation

Running head: ETHICAL EVALUATION
ETHICAL EVALUATION
Name of the Student
Name of the University
Author Note

1ETHICAL EVALUATION
Table of Contents
Introduction................................................................................................................................2
Case Analysis.............................................................................................................................2
Ethical issues and Identification of missing information:......................................................2
Digital ad campaign-..........................................................................................................2
Requirement for more information-...................................................................................2
The information to be extracted from HapE saffs:.............................................................3
Questions from Oi during follow-up:.................................................................................3
Potential ethical issues:......................................................................................................3
Ethical Evaluation:.................................................................................................................3
Utilitarianism-....................................................................................................................3
AMA Statement of Ethics-.................................................................................................4
Stakeholder Analysis-........................................................................................................5
Recommendations for HapE:.....................................................................................................5
Conclusion:................................................................................................................................6

2ETHICAL EVALUATION
Introduction
Ethics of an organization can be determined by organization’s response for the
various external environmental factors. Organizational ethics comprises of principles and
guidelines depicting the manner in which an organization should conduct activities (Murphy,
Laczniak & Harris, 2016). Ethical evaluation is conducted for ensuring the ethical practices
in regards with marketing, operational or financial functions (McIntosh et al., 2018). The
purpose of the paper is to evaluate the functionalities of the organizational strategies. The
company chosen for the discussion is HapE. The paper will conduct the evaluation under the
Utilitarianism and AMA Statement of Ethics framework. In this paper, stakeholder analysis
will also be discussed.
Case Analysis
Ethical issues and Identification of missing information:
Digital ad campaign-
The digital ad campaign which was suggested by Oi was identification of the mood of
Oi users with the help of an algorithm which asks users to express their current emotional
state. After the identification of ‘unhappy’ emotions, mood enhancing supplements of HapE
can be offered by using targeted ad approach.
Requirement for more information-
There are various data and information which is needed for assessing the proposal.
The functionality of the new algorithm. The frequency and effectiveness of the targeted ad.
The information about the content of the advertising message. The effectiveness or
conversion ratio of the target ads.