Whereas professional persuasion is a means to an immediate and instrumental end, ethical persuasion must rest on or serve a deeper, morally based final end. Among the moral final ends of journalism, for example, are truth and freedom. There is a very real danger that advertisers and public relations practitioners will play an increasingly dysfunctional role in the communications process if means continue to be confused with ends in professional persuasive communications. Means and ends will continue to be confused unless (...) advertisers and public relations practitioners reach some level of agreement as to the moral end toward which their efforts should be directed. In this article we advance a five-part test that defines this moral end, establishes ethical boundaries that should guide persuasive practices, and serves as a set of action-guiding principles directed toward a moral consequence in professional persuasion. The TARES Test consists of five principles: Truthfulness, Authenticity, Respect, Equity and Social Responsibility. We provide checklists to guide the practitioner in moral reflection and application of TARES Test principles. (shrink)