Advertisement is the promotion of products, brands, or services to viewers or interested parties to attract their further interest, engagement, and sales. Advertisement is slightly different from other marketing strategies since it is paid for. The content’s creator has total control over the entire advertisement. Advertisements are guaranteed to reach the audience since they immediately impact businesses, thus improving trade or increasing brand recognition. Ethical thinking in the modern age has become inseparable from the idea of consumption, where a person’s purchasing decisions can affect both their perception of themselves and the surrounding world. Similarly, companies also must work within the boundaries of ethics in order to establish a brand image, follow morals and secure a customer base. Adverts should always aim to be ethically considerate. An advertisement created in accordance with ethical principles in mind is honest to its products, promoting human wellness, dignity and equity.
Specifics of Marketing Strategies and Ethical Considerations
An important aspect of ethical advertising is the proper and respectful use of persuasion. Essentially it means that while convincing the customers to buy a product, the sellers have to stay truthful both visually and verbally. Additionally, the message to the customers has to be delivered authentically to the seller’s goals and the customer’s benefits from it, as well as being respectful and socially responsible (COM 240–Media Law & Ethics 3). Treating the customer equally and persuading them while staying truthful increases the rate of respect and trust for the brand and products.
Ethical marketing strategies do not create solidified plans but generally concentrate on making the right plans for the business, employees, customers, and the operational environment. Thus, they are basing their decisions on their potential moral value, which in the case of conscious ethical marketing, will result in being esteemed highly (COM 240–Media Law & Ethics 4). Different companies approach it in various ways; for instance, some companies make definitive decisions regarding advertisements, such as not targeting children and avoiding criticism from any kind of their competitors. For some companies, corporate culture dictates their choices and responsibilities, proving the importance of a cultural environment for business.
Ethics in the advertisement is fundamental, both for moral and professional reasons. A company can be more responsible toward their customer’s needs by acting in an ethically-conscious way. Ethical advertising can give consumers the knowledge they need to make informed decisions. What products a person should buy, its disadvantages and advantages can all be conveyed through adverts. Companies can secure profits and produce a public good by utilizing ethical advertising. Local communities and global markets can both be grounds for a morally-sound ad campaign. In addition, hiring local employees ensures sustainability in the working environment as it shows that the company’s decisions are geared towards benefiting everyone.
Companies need to provide their customers with adequate knowledge of what they are trying to achieve as far as goals, missions, and visions. It is extremely significant to continuously build trust with the customers instead of making the product look appealing based on made-up qualities. This will create mistrust between the consumers and the brand, diminishing the relationship and resulting in poor performance in business. One of the significant processes in the advertisement is, as Saylawala wrote: “becoming more of an in-store ‘friend’, adviser, influencer and problem solver” (GulfNews). In order to show their care toward customers and the community’s success, companies should build authentic and truthful advertising, treating customers with understanding and equity.
Different types of advertising methods have many impacts on customers. Display advertisement uses identifiable advertisements in the online sphere. Pop-up ads, banner ads and other forms of ads placed on existing pages can be counted for this category. Display advertising is used to promote a company’s website, using links to direct user traffic to a brand. Nevertheless, the excessive display might distract the customer from the main point and to eventually scare them away. Thus, the literate skills of “digital marketing, social media and content creation” are necessary in order to communicate the advertisement respectfully (U.A.E. United Emirates News, para 2). This method can be efficient due to its simplicity, however, sometimes, it can overwhelm potential customers as well.
Another widely spread type of advertisement is a print advertisement. This entails content printed in newspapers, magazines, and brochures, among others. Companies often put their advertisements in the newspapers based on the targeted audience and location. This can help reach a specific group of people or audience. Print advertisements provide customers with a high-quality visual experience, using clear pictures with detailed information on brands. Therefore, this type of advertisement is efficient in terms of both ergonomics and targeting specific audiences.
Thirdly, social media advertising involves promoting products and services on social media platforms like Facebook. Location, buying habits, and age can all be used for the convenience of a brand, making this type of promotion extremely popular. In addition, it is also a cost-effective method to raise awareness and outreach for a company.
Another one is television advertisement which proves to be the most common. This is how companies are able to promote their products in collaboration with television channels. It is costly since prices are calculated based on ad length. On the other hand, repeated advertisements help organizations to reach a larger audience through consistent exposure.
A radio advertisement is almost similar to a television advertisement, but radio stations are involved in making the advertisement audio-only, unlike television advertisements that include audiovisual. Customers can hear audio advertisements while performing various tasks, as long as a radio is present in the vicinity, for example, driving a car. It is imperative since the information can reach the less fortunate who cannot afford a television. Radio advertisements often enable repetition hence giving the company more recognition. Companies tend to research a radio station to be selected, and the time the customers listen to these radio stations makes timing more convenient.
Advertisements play vital roles as far as business success is concerned. Adverts make it possible for a business to grow as it enables the amplification of small business marketing and enables one to reach the right audience with positive and targeted messaging that converts potential customers into paying customers. This brings about an ethical advertisement that addresses the principles and standards that define acceptable conduct in the marketplace. Regardless of the size of the market’s location, one should do all it takes to ensure that marketing and advertising procedures are done honestly, openly, respectfully, and fair. Both marketing approaches have their influence and timely effect on the business. Various types of advertisements can influence customers at different levels. These advertisements can promote sales, helping producers boost sales since they are directed to many people, not individuals. Advertisements on some platforms like televisions tend to be very costly even though they are often repeated, and the information reaches the audience in time. Promotions should be well organized and portray honest information to strengthen the relationship between the consumer and the brand, resulting in business improvements.
COM 240–Media Law & Ethics. Ethics & “Mass Persuasion”. p. 3.
COM 240–Media Law & Ethics. Ethics & Moral Development. p. 4.
Saylawala, H. (2022). Retailers need to empower store staff to keep winning back shoppers. Gulf News. Web.
U.A.E. United Emirates News. (2021). New Media Academy. Web.