ERIC Number: ED181473
Record Type: RIE
Publication Date: 1979-Aug
Reference Count: 0
Comparing the Ethical Beliefs of Advertising Agency Practitioners to Corporate Practitioners.
Krugman, Dean M.; Ferrell, O. C.
A survey was conducted of advertising practitioners in advertising agencies and in corporations to determine their beliefs about their own ethics, the ethics of their peers, the ethics of their management, and their opportunities to engage in certain potentially unethical situations. It was hypothesized that no differences exist between the two groups over these four dimensions. Three hundred ninety-five agency practitioners and 292 corporate practitioners were selected for the study. Two waves of mailings six weeks apart produced 225 usuable surveys. The results showed that agency practitioners did not consider such items as falsifying time and quality/quantity reports, padding an expense account more than 10%, and manipulating a situation to make a superior look bad to be as unethical as did corporate practitioners. One explanation of this is that agency practitioners have greater opportunities to engage in such behavior than do corporate practitioners. The findings suggest that advertising agency management would benefit not only from laying out normative standards of behavior but also from investigating the beliefs on the personnel with their firms. (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advertising Industry
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (62nd, Houston, TX, August 5-8, 1979)