We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Publicidad para causas sociales: argumentos racionales vs. argumentos emocionales.
- Authors
Martínez, Juan Luis
- Abstract
The article examines the role of advertising for social causes promoted by non-governmental organizations. Public entities, businesses and political parties all utilize various methods of communication in order to persuade the public on their particular opinions, habits and attitudes. Non-governmental organizations (NGOs) have used publicity not only to solve social problems, but to raise public awareness and education as well. The article explores the logic of relational marketing to the communication strategies of NGOs.
- Subjects
NONGOVERNMENTAL organizations; SOCIAL marketing; NONPRODUCT advertising; COMMUNICATION in marketing; ADVERTISING; BUSINESS communication; APPLIED sociology; PUBLICITY; MARKETING theory
- Publication
Comunicación y Sociedad, 1998, Vol 11, Issue 1, p69
- ISSN
0214-0039
- Publication type
Article