- Tytuł:
-
Wpływ reklamy społecznej na postawy i zachowania odbiorców przekazu
Influence of Social Advertising on Attitudes and Behaviours of Target Groups - Autorzy:
- Stolarska, Agnieszka
- Powiązania:
- https://bibliotekanauki.pl/articles/30145461.pdf
- Data publikacji:
- 2012
- Wydawca:
- Katolicki Uniwersytet Lubelski Jana Pawła II. Towarzystwo Naukowe KUL
- Tematy:
-
reklama
reklama społeczna
marketing
marketing społeczny
kampanie społeczne
media
zarządzanie
grupa społeczna
advertising
social advertising
social marketing
social campaign
management
social group - Opis:
- Social advertising is a unique way of reaching different target groups whereby the behaviour of the recipients of the message is purposefully modified. It is employed in social campaigns targeting women, employers, NGO, etc. Social advertising is a kind of social communication whose main goal is to promote socially useful behaviour models, new values, or specific attitudes. It uses mass media and tools and methods used in commercial advertising. It is a tool for managing the awareness of the public. It acknowledges and respects preferences, expectations and habits of society. The aim of this study is to analyse the impact of social advertising on attitudes and behaviours of the recipients. The article studies the notion of social advertising, goals, functions and types. Differences between commercial and social types of advertising are presented. The impact of the latter on the behaviours and attitudes of the target group is demonstrated. It is worth noticing that certain social phenomena depend on social attitudes and can, or sometimes should, be interfered with. The study provides examples of social campaigns that target different social groups.
- Źródło:
-
Roczniki Ekonomii i Zarządzania; 2012, 4; 309-325
2081-1837
2544-5197 - Pojawia się w:
- Roczniki Ekonomii i Zarządzania
- Dostawca treści:
- Biblioteka Nauki
Artykuł