ETHICS IN ADVERTISING

Many studies have suggested that it is important for a company to indulge in ethical advertising of products and services. Globalization plays an important place in today's business environment, therefore it becomes necessary for companies to do ethical advertising of their products because ethical advertising basically looks after the interests of the society and also helps a company gain competitive advantage as competition has increased to a great level. The objective of the research is to study the various aspects of ethical advertising and their impact on the buying behaviour of Indian consumers. The study attempts to examine the degree and direction of relationship between the organisations which follow ethical means of reaching the customers through a mass media level of promotion i.e. advertising. Also, the study tends to recognise the contribution of various measures that are used by the sponsors of advertising on consumers' purchase intention.