Promise by company Essay

As stated by Vilhjalmur Stefansson in 1964, there is a difference between ethical and unethical advertising.  Unethical advertising comprises the adoption of falsehoods promises about product/service quality and reliability to induce the public to purchase the product or service in a deceitful manner.  On the contrary, ethical advertising consists of faithful promises about the product or service features in order to attract more customers to buy the product/service.

Therefore the content of the advertisement should be considered as a promise to the market, which the organization should abide with.

Therefore the correct answer is C – Advertising to its potential customers.

Reference:

Kotler P.; Armstrong G.; Saunders J. and Wong V. (1999).  Principles of Marketing.  Second Edition.  England:  Pearson Education Limited.