There appear to be at least four goals for advertising: creating awareness of the product being…

There appear to be at least four goals for advertising: creating awareness of the product being advertised, establishing an identity for the product, providing information about the product, and convincing the consumer to buy the product. In meeting these goals advertisers are likely to encounter ethical issues, such as a conflict of interest with consumers.

1. Arrington argues that advertising seldom controls behavior or creates wants that are not rational or truly those of the consumer. Is he correct? Why, or why not?

2. Is Holley correct that the mutual benefit rule is an ethically appropriate guideline for salespeople? Why, or why not?