Abstract
Advertising play a n important role in promoting goods and services, and impacting on purchasing decision, consuming behavior, social and moral behavior of the recipient. The effectiveness of advertising is sometimes affected by the extent of advertiser ethical commitment towards both of competitors and recipients, and commitment to ethical principles, standards which governs the form of competition between both of them and affects the mental image of products and the interaction of the recipient with it Since advertising’s first goal is Directing the competitive advertising message to the recipient in the appropriate timing
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