Marketing Campaigns Should Follow Ethical Standards Case Study 2022

Running Head: MARKETIG CAMPAINGS SHOULD FOLLOW ETHICAL STANDARDS
MARKETIG CAMPAINGS SHOULD FOLLOW ETHICAL STANDARDS
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1MARKETIG CAMPAINGS SHOULD FOLLOW ETHICAL STANDARDS
Marketing campaigns can be defined as series of promotional messages surrounding a
brand or a particular product aimed at achieving set marketing objective over a particular period
of time (Eagle, et al. 2014). However when it comes to designing of these marketing or
promotional messages the advertisers and the company at large must abide by certain specific
grounds of ethical concerns as these message affect the larger population in a society. Business
ethics should be considered as a vital part in the business operations adopted by these
organizations to not only sell their product but to serve a greater good in society. Ethical
marketing principles reinforces on sharing a common standard of truth (Deswal & Raghav,
2013), thus making it obvious that marketing campaigns should never rely on making false
claims to gain customers.
Marketing campaigns have the power to reach to a very large section of population and
undoubtedly has a huge impact. Thus their objectives must align in accomplishing certain social
responsibility rather than making misleading or deceiving claims that would establish false
standards in society. For instance beauty product like a skin whitening cream making claims of
turning every skin tone milk white irrespective of their cast, creed or racial orientation, or a
weight loss pill that can make anybody lose kilos within a week, no dieting no exercise but with
just taking the pill.
These kind of marketing gimmicks should be stopped at all cost because they tend to set
trends that often misguide the consumers and affect their mental health as well.
Exaggeration, unverified claims, false brand comparisons, stereotyping women all falls
under the preview of unethical marketing tactics (Leonidou, Leonidou & Kvasova, 2013) and

2MARKETIG CAMPAINGS SHOULD FOLLOW ETHICAL STANDARDS
should avoided at all cost. Marketing campaigns need to be responsible regarding it tells and how
exactly it impacts the surrounding.

3MARKETIG CAMPAINGS SHOULD FOLLOW ETHICAL STANDARDS
References:
Deswal, P., & Raghav, N. (2013). Corporate social responsibility: A relationship between
business organizations and the society. OIDA International Journal of Sustainable
Development, 6(11), 37-44.
Eagle, L., Dahl, S., Czarnecka, B., & Lloyd, J. (2014). Marketing communications. Routledge.
Leonidou, L. C., Leonidou, C. N., & Kvasova, O. (2013). Cultural drivers and trust outcomes of
consumer perceptions of organizational unethical marketing behavior. European Journal
of Marketing, 47(3/4), 525-556.