Social and Environmental Issues in Advertising - Softcover

Softcover

ISBN 10: 0367074370 ISBN 13: 9780367074371

Verlag: Routledge, 2018

Inhaltsangabe

In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, and techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example, recycling promotions. Critics argue, however, that for-profit advertisers who endorse social responsibility are inherently serving commercial purposes and diluting the value of socially responsible advertising. Scholars in many fields—advertising, marketing, communications, and psychology—explore ways to encourage consumers, companies, and policymakers to adopt socially responsible behaviours, and to provide theoretical and practical insights regarding effective applications of pro-social and pro-environmental marketing messages.

This book comprises ten chapters that contribute to advertising theory, research, and practice by providing an overview of current and diverse research that compares, contrasts, and reconciles conflicting views regarding social and environmental advertising; uncovering individual differences in perception of advertising messages and their consequences for social and environmental behaviours; reconciling societal and business interests; identifying a message factor that determines eco-friendly behaviours; and identifying source factors that enhance and weaken advertising effectiveness. This book was originally published as a special issue of the International Journal of Advertising.

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Über die Autorin bzw. den Autor

Sukki Yoon teaches marketing at Bryant University, Rhode Island, USA. He has been a visiting scholar at Grey Worldwide and Harvard University, and a consultant at firms and government agencies in both the USA and Korea.

Sangdo Oh

teaches marketing at Yonsei University, Seoul, South Korea, and has previously taught at the University of Illinois and Ulsan National Institute of Science and Technology.

Details zur Ausgabe

• Verlag: Routledge
• Erscheinungsdatum: 2018
• Sprache: Englisch
• ISBN 10: 0367074370
• ISBN 13: 9780367074371
• Einband: Taschenbuch
• Anzahl der Seiten: 180
• Herausgeber: Yoon Sukki, Oh Sangdo
• Kontakt zum Hersteller: BOOKS etc..; cs@booksetc.co.uk; ; BOOKS etc.; Aldershot; Vereinigtes Königreich
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