Effect of Ethical Issues on Advertising Effectiveness: A Study of Pakistan

Rashid Zaman, Zahid Mahmood, Muhammad Arslan


In today’s environment, it has been noticed that the major part of a company’s capital is spend on advertisement of their products. The present study tries to investigate the ethical problems that are found in advertisements. The objective of this study is to evaluate ethical issues, ethical misconducts in celebrity endorser’s and ethical problems in content and message of advertisements. The data was gathered through questionnaire from 12 universities of twin cities i.e. Islamabad and Rawalpindi of Pakistan. The SPSS software is used to conduct reliability, validity and regression analysis. The results of study reveal that advertising messages ethics and advertising appeal have significant relationship with advertising effectiveness. The statistical result also showed that there is significant effect of advertising message with advertising effectiveness. The findings of study reveal that celebrity endorser’s ethics have insignificant effect on advertising ethics. From the result of this study it is shown that among Pakistani younger segment, there is little value of what celebrity endorser own past is and they are more inclined towards what are they selling. The results of advertising appeal and advertising message shows that people rejects the current practices of Pakistani media and advertisers and they are of the opinion that marketer and advertiser should be more ethical and follow the cultural values of Pakistani society.

Keywords: Advertisement Ethics, Endorser’s Credibility, Consumer Behavior

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ISSN (Paper)2222-1905 ISSN (Online)2222-2839

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