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Essay / Ethics in Marketing Communications - 1261
Some companies profit from using unethical communications because it does not necessarily mean acting illegally. Many marketers deliberately exaggerate claims and make confusing statements that could mislead consumers. It is sometimes difficult to determine what society considers ethical or acceptable when it comes to marketing communications. Marketers must then be sensitive enough to know what might generate controversy in the way they communicate their products to consumers. It is also sometimes very difficult to find a balance between being ethical and making a profit. Many unethical communications have the potential to generate quick profits for a company, but it is important to find that delicate balance between stating the truth about a product in a communication. and the ability to persuade consumers to purchase the product. In contrast, ethical communication is consistent, can stand the test of time, and can establish a company's brand