CHAPTER 10

Ethics in Marketing Communications—Emerging Issues in Digital Media

Ogechi Adeola1

Lagos Business School

Introduction

Marketing communications is a subset of the marketing mix (the “promotion” part). According to the American Marketing Association (AMA), “Marketing Communications (MarCom) are coordinated promotional messages and related media used to communicate with a market.” The message is usually delivered through five major promotional tools: advertising, sales promotion, public relations (PR), direct marketing, personal selling (the communications mix). The media is the channel of communication that conveys the message. Traditional media channels include broadcast, print, outdoor, and in-store while emerging media channels include ...

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