ERIC Number: ED232199
Record Type: RIE
Publication Date: 1983-Aug
Reference Count: 0
Advertising Practitioner's Ethical Decision-Making: The Utilitarian Viewpoint.
Overstreet, Charles William
A study compared the decision making process of large and small advertising agencies to determine if the size of the agency, in terms of gross annual billing, had any effect on adherence to the rules set forth in the American Association of Advertising's Standards of Practice. Forty agency employees, 20 from agencies with billings less than $2.5 million, registered degrees of agreement with four statements regarding ethical rule following in five types of relationships: (1) client-agency, (2) practitioner-agency, (3) practitioner-client, (4) practitioner-consumer, and (5) agency-agency. In addition, each answered four questions about general ethics. Analysis indicated that size of agency was not a determining factor in decision making. Specifically, the results showed that the subjects viewed their personal ethics to follow rule utilitarian lines, or the concept of making decisions based on rule following. In addition, subjects conceptualized rule following to be more important in the area of interacting with "close-at-hand" business and social associates than with the "far away" consumer. Males tended to be stronger rule followers than females. (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advertising Agencies
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (66th, Corvallis, OR, August 6-9, 1983).