Integrated Marketing Solutions is a consumer-products marketing services firm. C

Question

Integrated Marketing Solutions is a consumer-products marketing services firm. Currently, the firm is handling the launch of a new book for one of its publishing clients. The campaign includes advance review copies for key book reviewers, “Coming Soon” posters for booksellers, an author book-signing tour, and several television interviews. Everything has been produced and scheduled for release next week. Today, Jane Kershaw, the account executive, has learned that although the book received numerous favorable reviews, the review quoted on all of the promotional materials is fabricated 2. What does the AMA Code of Ethics say about accuracy in promotional materials? Go to http://www.marketingpower.com and review the code. Then write a brief paragraph on what the AMA Code of Ethics contains that relates to this issue.

Explanation / Answer

The AMA Statement of Ethics does not directly address using customer information by multiple divisions of the same company, but I feel that the company needs to read between the lines and use basic right and wrong instinct. There are in some cases that customer information can be used and then in other cases should not be used. In the situation with Soothing Waters I feel it should not be used. I feel that the two companies are not related and that most of the customers would be bothered by this. If both companies were doing the same or close the same thing, then I could understand using the information. I believe that using customer information is a very gray area because it is not directly addressed; but being ethical in general is a gray area for most people. People see it as; if it is not directly addressed and stated that this is wrong or that is wrong they can do it. Completely forgoing what they know what and what is wrong. Ethics in the end is the difference between what is right and what is wrong.

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