Ethics in advertisement Adverting is one of the best way to get the wonderful attention of large market at a time.

Beside this many critics raise many arguments by watching the ads of different organizations so for ethics in advertising now becoming most important for both the advertisers and for the organizations .Before launching a product an advertisement of the product is run in this process advertiser always kept in mind that the message of advertising and the way of presenting of the advertisement both ought to b ethical and acceptable for the target audience. Good advertisement always leave some image or structure of product in the mind of the target consumers or give them some remember able slogan so they can recognize or differentiate their product among the different variety of products by eliminating all negative feeling so in this way traffic and loyalty of the customer increased . Although marketing considered as the way of communication for selling of the product and services but many critics say that in marketing of something the ultimate society benefits or environment protection always ignored. Marketers ought not to ignore this criticism .Such kind of marketing always considered aas bad marketing.marketing should to take steps to stop such kind of marketing of product which results to harm of society. Now in modern era marketers have now more responsibility of decision making for the advertisment on the children .these young consumer neither have much knowledge nor much skills to properly judge the products advertisement and they get mostly come soon in the whirl of the corporate advertiser and get harm their future plans .Our youth is our future of country so advertiser ought to stop targeting young children in their adverting campaigns . Marketing of the product with different methods also increase the materialism in the life of youngsters now the love with the things and love to b stylish like young models seen in the advertisement so for ful filling this purpose they lavish much amount and time of their parents. Many school of thought criticize this issue as the social materialist point of view . now children becomes more materialistic at the early age and its creates the great impact on their personality. They tried to see each thing in materialistic point of view and many societies environment is getting worse due to materialism where importance is not given to people but things. Now a days all those products which are designed for the young people and also marketed with the help young leading models and young children tried to get these product to acquire the social status or to run with the society like in chain stores ZARA brand for girls and other young children shows the new or brand throughout the world and it really have the great impact on the young consumers. Buying purchasing of these brands means people who purchase these products belong to the separate tribe or specific community of people. Critics claim the marketers that they target the young children for the sale of their harmful product .and these harmful products like alcohol and cigarette are presented in the ads by good physique young adults . All the marketers cannot a hide themselves from this claim they are equal responsible for the youth deterioration as the manufactures of these hazardous products. Economic situation is directly related to the youth betterment both marketers and the manufacture ought to mention on the product

that smoking is injurious to health and one if required need to start smoking in the age of 40 or 50 all young and children ought to beyond of these products until unless they come on the age of 40 years .On the other hand alcohol manufactures always try to becomes addicted the young customers some wine products or other products have some taste of moderate tasty wine in this way long term of relationship has been established with the customers by keep them addicted to the wine product . which is injurious to the health of the young people. So, Marketers need to know their role of marketing they are deteriorating the health and future of the young people by keeping them long term customers .

At June 16,2008 At June 16, 2008 a controversy has been raised in Mexico and many other American countries on PepsiCo and coke marketing efforts .In these marketing efforts main focus had been given to youth marketing to boost up the sale of Pepsi and coke products. Due to these promotional campaigns youth obesity rates have been increased at unexpected level. Many health conscious consumers started protest against the junk food providers like PepsiCo who provides cheap but high fat and high sugar foods to the consumers. After examining the angry consumer reaction PepsiCo and Coke have signed a mutual agreement to take first step of following all the ethical standards of marketing and stop focusing the youth marketing campaigns .They also joined the international council regarding beverages. International council provides guidelines to the marketers about all sort of advertising campaigns and also avoids them for advertising at school and entertainment places. By keeping this view PepsiCo has introduced a video game for educating children in their eating habits. This game provides education for maintaining balance between their caloric food and exercise. They provided the message by this game that PepsiCo is a part of healthy lifestyle people having PepsiCo products would remain healthy and fresh all time and even can play soccer at any time Besides PepsiCo and Coke, McDonalds efforts for providing education to the children regarding their health remained fruitful. One of the successful factor is that they started the promotional activities in different mediums including television, internet and other in-store marketing campaigns. Second their restaurant made changes in childrens food menu providing the children and their parent quite healthy and wonderful meal. Ethics are important when advetisement is made on iternet It has only been a few years since the launch of the World Wide Web. Consequently it is only recently that a significant number of research-based articles have begun to appear in the academic marketing literature. As noted by however, a significant proportion of these writings have been concerned with the use of the Internet in consumer goods markets. Similarly, most early research on the role of the Internet as a new advertising medium has also concentrated on the application of the new technology in consumer goods markets. The same bias can also be found in most research studies concerning how Web page content might influence information communication effectiveness. For here again, researchers have mainly analysed data from consumer goods Internet sites.

Do ethics matter behavior in purchase ? According to some marketers customers are now more educated and more aware of their good and bad they know their requirements and it is also the responsibility of the marketers to give all the basic information to the customer after launching the product in the market or market the product in such a way that there would not anything ambiguous to the customers (Hirschman,
1980; Barnes and McTavish, 1983) however there is not guarantee of consumer wise or ethical buying practice. (Titus and Bradford, 1996). Some marketers also say that it is not always important to know everything before making a purchase decision sometime consumer common knowledge is only necessary to purchase the product . Sproles et al. (1978) says that consumer ought to be fully informed before they make a purchase. Ethical manner :

Marketers ought to behave ethically because they represent the company image by selling the product in this way customers can consider company as ethical organization and it product too . (Mascarenhas, 1995) consumer always consider the ethical companies as good one and their positive response rate towards the ethicalcompanies aldso increased so sales of the companies also increased . According to previous research it has been noticed that negative information effects the consumer attitude much as compared to the positive information(Herr et al., 1991; Amine, 1996).so marketers ought to keep in the mind if the unethical behavior of the marketer or the organization is known to the customer then their product would be boycotted. Recently in one study it is mentioned in the commission of the Co-operative bank of UK one third of the consumers really consider ethical issues before purchasing of the product (Mason, 2000).one the other hand some marketers say that consumer purchase the product by keeping in view the companys reputation I the society . (Simon, 1995) some people pay more to get engange with the reputed organization Creyer and Ross (1997)suggest some people still purchase the product from the unethical organization just because they provide them low prices .but they are lover of the ethical organizations . Consumer boycotts and consumer values: Marketing managers should consider the potentially valuable role loyalty programs play in not only collecting customer information but also how these programs can be used as the formal system for marketing managers to induce consumers to voluntarily share their personal information in exchange for benefits they would not otherwise receive. Much like equity theory's relationship to value proposition discrimination, exchange theory provides guidance to marketing managers by suggesting that information gathering and use may be fair as long as there is perceived equity across exchange relationships. The membership-based attribute of loyalty programs can be devised to secure customer permission that allows the firm to assemble an

individual customer profile that can then be used to assess the potential value of each member and help determine marketing's efforts to realize their potential value. According to Fineman (1999), marketers such as Beardshaw and Palfreman (1990) present marketing as an ethically neutral system or management tool serving an unequivocal market good. Apart from the occasional lapse such as guns or pornography, marketing serves society's needs with few ethical strings attached. However, others Fineman argues, suggest that marketing is more profoundly value laden (Smith, 1995; Laczniak, 1993), and manipulates the consumer in anything but an innocent and friendly way.

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