What is Buying Decision

This chapter explores the marketing communication process at all its stages, unveiling the vulnerable aspects and raising awareness about ethical issues. Advertising is a billion-worth worldwide industry, with implications at the rational and emotional level of the targeted audience. Therefore, more advertising research is needed. The authors' analysis tackles the message constructs, their impact on the audience and how ethical issues can be addressed, from self-regulation to ad banning, as well as all the necessary measures that should be taken to protect vulnerable consumers. Useful insights were provided by looking at the current research and best practices in the field. To better illustrate the authors' perspective, a set of case studies are discussed, and recommendations with a clear, practical value are drafted.