History of Anthem

History of Anthem

Реферат на тему: “Social advertising”

Выполнила: студентка 5 курса, гр. АФ-55
Савельева Дарья

Contents
What does social advertising mean?…………………………………………………………3
History of social advertising…………………………………………………………………4
Differences between social and commercial advertising……………………………………7
Aims and efficiency of social advertising…………………………………………………...9
Bibliography………………………………………………………………………………..11

What does social advertising mean?
It could be said that social advertising is a ‘‘younger sister‘‘ of commercial advertising, which is one of the tools of marketing communication mix. Social advertising identifies social problems and it informs about them, but it does not try to offer immediate solutions. Social advertising does not promote any products, firms or services; its main goal is to evoke a sense of responsibility or to make people do a change in their behaviour and attitudes. The first definition of social advertising is taken from American Marketing Association website, where social advertising is described as "The advertising designed to educate or motivate target audience to undertake socially desirable actions". The other definition of social advertising says that "social advertising is not about offering an immediate solution but to draw someone’s attention to the matter. There are a lot of problems which are not seen, and people do not know anything about them. Social consensus typical for a democratic society is such that it should be drawn people’s attention to these problems. The goal of social advertising is to convey the message, so the recipient realizes his responsibility involved. Social advertising can not be understood as an indulgence of creative people on the one hand, and as an opportunity to show their creativity on the other hand".
Social advertising is the use of advertising to inform the public about a social issue or to influence their behaviour. While social advertising campaigns are often successful in raising...

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