Original author here - this is really well said.
> "Being considerate about intrusions doesn't hurt either, though being annoying isn't always the same as being unethical."
I'd also say that anytime you put out any type of communication out into the world, you're going to have some people who don't like it.
The key is to reach people where they're at, and try to be helpful. Being tactful (and culturally relevant / appropriate) is important - but it can also lead to paralysis. If you're too concerned about how you're going to be received, you'll never put anything out there (or you'll water it down so it's boring).
That is to say that marketing happens naturally when someone places a classified ad or discusses their project with friends and strangers casually.
Taking out a series of ads saying a new product launched and describing its features is surely ethical. Taking out ads lying about the qualities of your product (or omitting important side effects) is unethical. Quietly hiring journalists to write "stories" on you product and its features is likewise dishonest.
so I'd say ethical marketing is honest and forthright. Being considerate about intrusions doesn't hurt either, though being annoying isn't always the same as being unethical.
Then again, I'm not a marketing guy, so maybe I'm missing something.