Social Responsibility and Ethics as Effective Advertising Strategies

Abstract

The objective is to analyze from ethics, morality, codes of ethics, Environmental Management Systems, Corporate Social Responsibility, self-regulation, advertising regulation and co-regulation, how these parameters can impact companies and their brands, in cases were through advertising and marketing, they communicate their actions and results to society. Methodologically, hermeneutics and qualita-tive and quantitative analysis were used, using a Colombian oil company as a case study. Concluding that in this case and in many others, these advertising strategies are business effective.