Ethical Practices to Maintain in Marketing Campaigns

When creating a marketing campaign it is important to keep ethical practices. Ethical practices are the application of ethical vales in organizational behavior. Examples of ethical practices in business include: employment practices, sales techniques, stakeholder relations, accounting practices, corporate responsibility, etc (CIPD).

In an integrated marketing campaign, an example of an ethical practice is being honest and open with the stakeholders of the company. This means informing the management team if there is going to be complications with hitting sales goals numbers for the month, quarter, or year. However, when presenting these issues and concerns to the stakeholders, it is critical to have a plan of action to bring to them. A plan of action includes a presentation of the immediate and necessary steps the company will take in order to fix a problem the company is facing.

Here is an example, if the company is not making a certain sales goal on a particular product they are selling, stakeholders must be aware of the situation. Once the stakeholders are made aware of this issue, they have to assess why there is a problem with the sales of this particular product, and why the product is not appealing to the customer. Once the issue is identified, presented ways in which the problem will be fixed. In this instance of the product that is lagging in sales, the marketing team will highlight the product’s feature and benefits, incorporate customer testimonials and target market this particular product in a way that makes the customer more interested and engaged on wanting to use it.

Another example of an ethical practice in an integrated marketing campaign is customer satisfaction. If a customer purchases from a company and the product is malfunctioning, it is important the manufacturer refunds the customer or ships a replacement product or new version to the the customer. This product satisfaction approach shows the customer we care about their satisfaction and are confident in the product we produce.

Potential concerns that could come up if a company is not following ethical practices could be lawsuits, or even the possibility of getting arrested. If a company markets a product in a particular way, and it is not working how the company who manufactured the product claimed it would, the customer could sue and claim false advertising. When the case goes to the court, it will be the judge and jury who determine the outcome of what the company will have to do. Depending on what the customer is claiming against the company and the extent of the problem, the judge and jury could have the owners or CEO arrested.

Sources: Ethical practice and the role of people professionals: Factsheet: CIPD. CIPD Asia. (n.d.). Retrieved April 21, 2022, from https://www.cipd.asia/knowledge/factsheets/business-ethics#gref

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