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Liburkina L. M.

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Ethical Aspects of Conducting Advertising Campaigns in International Markets
Shuba T. P., Bolotna O. V., Zhuvak O. O.

Shuba, Tetiana P., Bolotna, Oksana V., and Zhuvak, Olesia O. (2024) “Ethical Aspects of Conducting Advertising Campaigns in International Markets.” Business Inform 11:411–416.
https://doi.org/10.32983/2222-4459-2024-11-411-416

Section: Management and Marketing

Article is written in Ukrainian
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UDC 330.34

Abstract:
The aim of this article is to highlight the ethical aspect of conducting advertising campaigns as one of the most important rules in the formation of an advertising campaign and the strategy of the company as a whole. The article defines the aspects, characteristics, features and seven main types of ethical advertising: truthfulness and accuracy of information; ethical use of psychological techniques; social responsibility; protection of vulnerable audiences; ecological responsibility; compliance with legislation and industry standards; privacy and data protection. The scientific works of domestic scholars on the relevant issue are analyzed. Other, no less important aspects that entrepreneurs and marketers should pay attention to when scaling their business when entering a new market in another country are allocated. The importance of this or that type of ethics in marketing, taking into account the peculiarities of countries for conducting an advertising campaign, is indicated. An analysis of two main strategies for entering international markets is carried out, i. e.: standardized and adaptive strategy. Their definitions, pros, cons and features that you should pay attention to when entering foreign markets are presented. The peculiarities of conducting advertising campaigns in three main world markets of economically leading countries are highlighted: Western (USA and Canada), European (EU countries) and Asian (China, Japan and South Korea). Their detailed characterization is given, taking into account ethnic, cultural, political, historical differences and trends to pay attention to. The importance of ethical marketing in modern media is considered, the responsibility of marketers to potential consumers, society, the environment, as well as the influence of advertising on the formation of stereotypes and on culture in general is emphasized. It is noted that buyers, in turn, also influence brands, their values, policies and advertising campaigns.

Keywords: ethics in marketing, international market, marketing strategy, responsibility.

Fig.: 1. Bibl.: 8.

Shuba Tetiana P. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Bolotna Oksana V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Zhuvak Olesia O. – Student, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

List of references in article

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