Reklama społeczna a społeczna odpowiedzialność przedsiębiorstw
Authors:
- Marian Mitręga
Abstract
Public service advertising was born in the USA in the 1940s, and did not gain the name until much later. In the beginning it was usually referred to as advertising in the service of the public, while its uses were limited predominantly to the fulfilment of selected social aims, particularly those connected with healthcare. In the beginning, such initiatives (e.g. the questions of personal hygiene or ecology) were popular with the public and were often called messages of the public sector. Public service advertising is regarded as part of social marketing, which can be defined as the use of commercial marketing techniques for analysis, planning, implementation and evaluation of programs which are supposed to influence the behavior of the intended audience for the purpose of the betterment of the individual and the society. The responsibility of enterprise is a practice which aims at maximizing the positive influence of the business sector in Poland on the economic, ecological and social sphere, while minimizing the negative influence. Past experience indicates that different groups of stakeholders, both in the private as well as the social and public sector, are interested in better access to comprehensive and objective knowledge regarding socially responsible business, the descriptions of implemented projects, publications, good business practice, or partnership initiatives, both local and international.
- Record ID
- USL596257bc212b4b88a582fdbc889975ef
- Author
- Other language title versions
- Public service advertising and the social responsibility of companies
- Pages
- 110-121
- Publication size in sheets
- 0.60
- Book
- Mazur Marek, Marek Mazur Kornacka-Grzonka Monika Jolanta Monika Jolanta Kornacka-Grzonka (eds.): Komunikowanie lokalno-regionalne w dobie społeczeństwa medialnego. T. 2, Aspekty polityczne, społeczne i technologiczne, Prace Naukowe Uniwersytetu Śląskiego w Katowicach, no. 3716, 2018, Katowice, Wydawnictwo Uniwersytetu Śląskiego, 218 p., ISBN 978-83-226-3366-3
- Keywords in English
- social policy; public service advertising; social responsibility of the enterprise; ethics in enterprise; stakeholder
- Handle.net URL
- hdl.handle.net/20.500.12128/19391 Opening in a new tab
- Language
- pol (pl) Polish
- License
- File
-
- File: 1
- Reklama społeczna a społeczna odpowiedzialność przedsiębiorstw, File Mitrega_Reklama_spoleczna_a_spoleczna_odpowiedzialnosc_przedsiebiorstw.pdf / 418 KB
- Mitrega_Reklama_spoleczna_a_spoleczna_odpowiedzialnosc_przedsiebiorstw.pdf
- publication date: 06-02-2024
- Reklama społeczna a społeczna odpowiedzialność przedsiębiorstw, File Mitrega_Reklama_spoleczna_a_spoleczna_odpowiedzialnosc_przedsiebiorstw.pdf / 418 KB
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- Score (nominal)
- 20
- Score source
- BIBLIOGRAFIA DOROBKU PRACOWNIKÓW UŚ
- Uniform Resource Identifier
- https://opus.us.edu.pl/info/article/USL596257bc212b4b88a582fdbc889975ef/
- URN
urn:uni-kat-prod:USL596257bc212b4b88a582fdbc889975ef
* presented citation count is obtained through Internet information analysis, and it is close to the number calculated by the Publish or PerishOpening in a new tab system.