Essentials of Marketing 7th Edition by Charles Lamb,Joe Hair,Carl McDaniel

Exercise 10

Integrated Marketing Solutions is a consumer-products marketing services firm. Currently, the firm is handling the launch of a new book for one of its publishing clients. The campaign includes advance review copies for key book reviewers, "Coming Soon" posters for booksellers, an author book-signing tour, and several television interviews. Everything has been produced and scheduled for release next week. Today, Jane Kershaw, the account executive, has learned that although the book received numerous favorable reviews, the review quoted on all of the promotional materials is fabricated.
What does the AMA Code of Ethics say about accuracy in promotional materials? Go to www.marketingpower.com and review the code. Then, write a brief paragraph describing how the AMA Code of Ethics relates to this issue.