Rules of Advertising and Marketing

The rules of advertising and marketing include practices that deliver value and gain trust of consumers. Telling the truth, playing fair and offering products and services that meet a real need are the advertising and marketing strategies that play by the rules and lead to greater success.

• Tell the truth. Whether mandated by governments or guided by simple common sense, the number one rule of advertising and marketing is to tell the truth. Attaching unverifiable claims to a promotion only creates mistrust among consumers, decreasing the chances of selling products and creating a successful business.

• Treat people with respect. Advertising and marketing practices that discriminate based on race, ethnicity, age, gender or economic status are generally unsuccessful. A marketing campaign that treats a segment of the population in a derogatory way is bound to offend people and lead to a boycott of products and services. Treating consumers with respect means designing marketing campaigns that are devoid of stereotypical messages.

• Be fair to consumers. Advertising an unavailable lower-priced product only in an effort to sell a different, more expensive item wastes the public's time and energy. Credible advertising practices are fair and reliable, delivering on advertised promises.

• Bring value to consumers. An advertising campaign that strives to meet specific needs is of service to the public. Delivering useful information and verifiable backup for the effectiveness of a product allows consumers to increase their knowledge and make sound purchases. Advertising and marketing ventures that try to solve people's problems through providing useful products and services are typically more successful.