December 2020 Issue Vol.10 No.12
PhD.Research scholar in commerce
PG & Research Department of Commerce,
Vellalar College for Women,Thindal, Erode-638012
Abstract: The objective of this study is to evaluate the need for ethical value in advertisement based on consumers’ opinion on importance of ethical value in advertisement. This study also identifies the relationship between demographic variables and the opinion on importance of ethical value in advertisement. This is an empirical research based on primary data, collected through questionnaire. The sample size is 200 selected on convenient sampling method. The findings of the research study, reveals that the ethical value is the extremely important factor in advertisements. There is also a significant relationship between opinion on importance of ethical value and education and nature of family. However factors like age, gender, occupation and monthly income do not have significant influence over respondent’s opinion on importance of ethical value. The Indian advertising industry is a talking business today. It has evolved from being a small-scale business to a full-fledged industry. It has emerged as one of the major industries and tertiary sectors and has broadened its horizons, be it the creative aspect, the capital employed or the number of personnel involved. Indian advertising industry, in very little time has carved a niche for itself and placed itself on the global map. Indian economy is on a boom and the market is on a continuous trail of expansion. With the market gaining grounds, Indian advertising has every reason to celebrate. Businesses are looking up to advertising as a tool to cash in on lucrative business opportunities.