Analysis of Ethical Issues in McKinstry Advertising Agency

This assignment analyzes the ethical dilemma faced by the McKinstry Advertising Agency, stemming from a conflict between profit motives and social responsibility. The case study explores the concerns of Marilynn Schaefer regarding road safety and the agency's decision to market radar detectors. The analysis identifies the decision-maker, conflicting demands, and the initial ethical dilemma. It then applies utilitarian, Kantian, and distributive justice approaches to evaluate the situation. The assignment concludes with a recommendation for the agency to consider CSR strategies, and present the other side of undertaking the project to mitigate the ethical concerns and successfully undertake the project. References from Crane and Matten (2016) and Ferrell and Fraedrich (2015) are included.

Answer to Question 1
After studying the case, it can be said that the fact that underpinned the ‘McKinstry
Advertising Agency’s case,is the internal conflicts arose due to ethical dilemma. The factors that
contributed to this ethical dilemma is, Marilyann Schaefer’s concern for the increasing number
of road accidents due to rash driving and use of radar detector that can catch the wave length of
the radar of traffic police, and the aim of the company as well as its officials like account
manager George, to increase profit by taking the responsibility for the marketing plan of a
famous electronic company that manufactures the special kind of laser radara capable of
detecting the wave length of traffic police and saving the rash drivers from penalty, leading to a
further rise in the road accidents (Crane and Matten 2016).
Answer to Question 2
Maryilynn Schaefer, the president of the company is the decision maker. From the
analysis of the case study, it can be realized that, the conflicting demands they had to
accommodate were, the demands of George, the accountant of the company to take the plunge of
designing marketing plan for the electronic company producing the special kind of laser radar
and earn a substantial amount of profit, on the other hand, the demand of the society as a whole
for reducing the usage of intoxicated substances like-radar detectors that are responsible for the
increasing number of road accidents (Ferrell and Fraedrich 2015).

Answer to Question 3
The initial ethical dilemma faced by the decision maker Maryilynn Schaefer is related to
the decision for taking the project for designing marketing plan for an electronic company that
manufactures advanced electronic device like radar detector which are blamed to increase the
number of accidents. The ethical dilemma arose when Maryilynn Schaefer did not want the
company to be involved in the project of preparing marketing plan for a special type of laser
detector, that can catch wave length of the radar of traffic police and people violating the
stipulated speed for driving, but the account manager George, objected the decision of Maryilynn
and expressed his opinion to take the project and earn substantial profit. Marilyann Schaefer
denied to finalize the deal, because, if these radars are marketed people violating the stipulated
speed to drive on road will not be punished and the number of road accidents, cannot be
prevented. Again, looking at the demand for advanced electronic instruments like traffic laser
detector, George wanted the company to take the plunge and incur a large profit. Hence either
Maryilynn had to go against the client and officials of the company like George, or, Maryilynn
had to go against, the society, government, traffic laws. This was the initial dilemma (Ferrell and
Fraedrich 2015).
Answer to Question 4
Relating the case study with the Utilitarian approach of justice, it can be said that, the finl
decision taken by the account manager George to undertake the project, without considering the
ethical issues related to the road accidents, and firing Marilynn who opposed his decision, would
bring a dark phase for the company. As Utilitarian approach indicates that, if an action is wrong
and made without considering the well-being of the society, the consequences are not going to be

Relating the case study with the Kantian approach of justice, it can be said that, if the ad
agency undertake the project and formulate the marketing plan for laser radars, it will violate the
laws of most of the states that restrict the usage of such a radar., and as a consequence of this,
governments of most of the states may object. As Kantian approach indicates to the ruling of the
power, and subjugation of the weaks, hence, the government may Ban the product and charge the
company to violate laws as well as ethics related to well-being of the society (Ferrell and
Fraedrich 2015).
Relating the case study with the distributive Justice approaches, it can be said that, this
decision of George is fostering inequality, as this decision of undertaking the project of
formulating marketing plan for laser radars will be beneficial for Mckinstry ad agency and its
client, but it would not be beneficial for the society and would lead to the increase in the number
of road accidents. Thus George’s decision is violating distributive Justice approaches (Ferrell
and Fraedrich 2015).
Answer to Question 5
In order to present the final recommendation, the ethical dilemma should be viewed from
another point of view. The company should portray the other side of undertaking the project,
which indicates that this radar ill actually be able to prevent accidents in the roads with multiple
check posts and traffic police equipped with speed detectors. Thus the employees objecting this
decision should be convinced. Again the ad agency should take CSR strategies that will prove
that the organization is concerned with the well-being of the society. All this will help the
company to come out of this ethical dilemma and undertake the project (Ferrell and Fraedrich
2015).

References
Crane, A. and Matten, D., 2016. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization. Oxford University Press.
Ferrell, O.C. and Fraedrich, J., 2015. Business ethics: Ethical decision making & cases. Nelson
Education.