Some businesses benefit from using unethical communications as unethical does not necessarily mean acting illegally, many marketers deliberately exaggerate claims and make confusing statements which could mislead consumers. Sometimes it is difficult to conclude what society defines as ethical or acceptable when it comes to marketing communications, marketers must be sensitive enough to know what might generate controversy in the way they communicate their products to consumers. It is also sometimes very difficult to find the balance between being ethical and making profits, many unethical communications have the potential to make quick profits for a company, but it is important to find this delicate balance between speaking the truth about a product in a communication and the ability to persuade consumers to purchase the product. Ethical communication, on the other hand, is consistent, can stand the test of time, and can build a company's brand