n the introduction to the book, the author laid the ground work for what the book is about – ethics. He felt that the code and practice of advertising calls for at the very minimum, a respect for the ideals of advertising which are truth, honesty, decency and legality. Advertising should also show respect for cultural values and prepared with a high sense of social responsibility. Having been a member of Rotary International for years, he could not resist the temptation to depict Advertising Guidelines along the lines of the Rotary 4-Way Test thus:

Is it the truth? Is it decent? Is it honest? Is it legal?

Under the heading, Understanding Advertising in the integrated marketing mix, the author correctly categorized advertising as a communication tool. He further broke down Marketing Communication into Journalism, Advertising, Public Relation Sales Promotions. He quoted Peter Davies definition of marketing as: “A series of activities, culminating in satisfying customer needs and doing so making a profit”. He went further to make the point that advertising can be appropriately employed to advance social causes. Examples he gave are quite interesting

For instance in the US, there was this campaign: ‘5 Ways to Prevent Being Mugged’. Other examples given are campaigns to promote farming to strengthen the economy and another to promote low gasoline consumption. He summarised by saying advertising can be used to develop human resources, promote citizens awareness, preserve natural resources, and strengthen the economy.

In the section where the author discussed advertising law and ethics, he attempts to put advertising ethical violation into two components. Ethical dilemmas and ethical lapses according to: Advertising Excellence by Boree, Thill, Dovel and Wood. Ethical dilemmas are unresolved issues, such as:

– Advertising un