Viewpoint: The Ethical Consequences of Your Advertisement Matter
Wallace S. SnyderAmerican Advertising FederationA proactive consideration of advertising ethics is essential to building consumer trust-the very essence of brand building-and will drive consumers to the company's products and services. Competition and the marketplace propel American business. Marketing, which is expected to play a key role, historically focuses on the four P's: product, price, promotion, and place. Advertising ethics is given little or no attention in this mix and usually not until the company must make a reactive response when its advertising offends consumers.
A concern for advertising ethics is...