Kirlash, M.

Kulish, V.

Mel’nikova, I.

Yelizarov, I.

English

eLibrary National Mining University

65Kirlash M., Yelizarov I., Kulish V.Mel’nikova I., research superviserKryvyi Rih NationaL UniversityETHICS IN ADVERTISINGKey words: marketing, marketing communications, advertising, ethics inadvertisingAdvertising is information that is addressed to the public to draw attention to thesubject of advertising, and encourage them to a choice or action. The significance ofadvertising for human life and society is ambiguous. Advertising plays both positiveand negative role.Under this concept of “ethical advertising" means compliance with the form andcontent of advertising information ethics rules, that set of rules of conduct, moralprinciples and traditions prevailing in the society. Integrative sign advertising ethicscan be regarded as its positive impact on the individual and society. In relation to theindividual - the ethics of advertising is reflected in such principles as honesty,fairness, concern for personal development, kindness, respect for rule of "do noharm", etc. In relation to society – the ethics of advertising is expressed as follows:social responsibility, objectivity and impartiality, tolerance of ideas statement,statement of principles of non-violence, condemn terrorism and extremism, theunacceptability of racism, condemnation of drug abuse, drunkenness, debauchery.This rough, but requires a set of ethical principles of advertising, which, ofcourse, dialectically interrelated. If these conditions are maintained, we can say thatadvertising is ethical and plays a positive role in human life and society, and appearsas good.Today the overwhelming majority is performance and ethical principles ofadvertising are not relevant and act more like a wish than a reality. The mainobjective and purpose of modern advertising (except for some PSAs) is to encouragepeople to buy goods, and the main feature - the formation of the human consumer.For this purpose any means and techniques. In this regard, as noted by many authors,moral (and often legal) subject to evaluation methods and mechanisms of modernadvertising. The most obvious of them are:• advertising acts as a means of manipulation not only the individual, but alsosociety, because it is based on manipulative techniques;• advertising imposes not only consumer goods and services, which need notexist, but the system of values. And it is not only the material but also aesthetic andethical values;• advertising often fraught with psychological danger to the individual becausethe destructive factors of advertising may not be direct visual observation;• viewing ads in most cases is not desirable and voluntary for viewingadvertising cannot refuse;• in some cases, advertising effectiveness is achieved through the exploitation ofhuman instincts, use of eroticism and sexual symbols. Particularly harmful effects it66has on the psyche of children;• advertising negatively affects not only the mind, but the subconscious mind ofman is an instrument of hidden violence against his will.Recently, consumers are increasingly accustomed to a wide range of advertising,quality and not very bright and "gray". Gradually the quality of the advertising isshifted toward a bright professional or toward outright cynicism and complete lack ofmorality.Advertising based on manipulative techniques of mind control, because ethicsfor it is acute. Advertiser agitates, argues quietly imposing their point of view. Mostadvertising, because of its tasks, cannot be objective, neutral and even fullyinformative. Earlier in the advertising duties included only warning about a newproduct. With the current variety of goods and competition wins the one whoseadvertising can attract attention.Kirlash M., Yelizarov I., Savonick N.Mel’nikova I., research superviserKryvyi Rih NationaL UniversityCONTROL OF MARKETINGKey words: marketing management, marketing controlNowadays under the intense modern market competitive climate marketingplays an important role in the activities of any company because it allows setting theoptimal relationship between the organization and the environment. The marketingactivities of the company should be focused on its long-term existence, stability,strong and long-term tides with consumers or other market participants, and improvethe competitiveness of the produced goods and services.Control of the company’s marketing is the study of the totality of marketingactions, conditions, contacts and its results to ascertain the extent of the company’seffectiveness to achieve the marketing objectives of the organization. Stages of amarketing control process are aimed at early detection of problems and all deviationsfrom the normal progress towards the goals and also at the corresponding adjustmentof the company’s activities in such a way that the existing problems would notescalate into a crisis. As a process marketing control has five stages:1) targets identification;2) actual data measurement;3) comparison of actual and planned targets;4) analysis of possible deviations;5) development of the company’s corrective measures and actions to adapt toexternal changes.The main tasks of marketing control are:- clear finding of the number and type of indexes depending on their application;- quantification of indexes;- receiving the simplest verbal and quantitative indexes, developing

ETHICS IN ADVERTISING

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ETHICS IN ADVERTISING

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