The impact of social advertising and the system of its audience

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Published:
Jun 28, 2013
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No. 9(58) (2013)
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Agata Matuszewska
Wydział Zarządzania, Uniwersytet Łódzki

DOI: https://doi.org/10.22630/PEFIM.2013.9.58.27
Keywords : social advertising, system of values, the concept of Rokeach
Abstract
Nowadays advertising is almost integral part of our reality. Various forms of advertising and numerous researches about their effectiveness attest of growing interest in this method of communication between people. Also social actions have an important place among the promoted products and behaviours. Interestingly, social advertising is subjected to similar rules as commercial advertising, and that is why their creators also draw attention to the effectiveness of individual components. One of them may be evoking certain emotions in the recipient by advertising. Besides the ad features, an important factor to evaluate the advertising may be the recipient characteristics, including his system of values. According to literature, the values we may have a significant impact on our behaviour. This article is about the combination of these two aspects - individuals values and the assessment of their social advertising.

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How to Cite
Matuszewska, A. (2013). The impact of social advertising and the system of its audience. The Scientific Journal European Policies, Finance and Marketing, (9(58), 318–327. https://doi.org/10.22630/PEFIM.2013.9.58.27
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