The effectiveness of social campaigns in the eyes of their receivers, on campaigns promoting safe driving example

Joanna  Hernik; Agnieszka  Dziadas

Titles

Abstract

Social campaigns embrace communication activities targeted at certain communities, and their aim is to increase public knowledge or change its behavior. A major differences between commercial and social campaigns are both the subject and the arguments (symbols) used in a message. The purpose of this paper is to show the specificity of social campaigns, as well as to present subjective opinions about discussed campaign attractiveness and their impact on behavior.

Keywords

alkohol, komunikacja, problemy społeczne, skuteczność

alcohol, communication, effectiveness, social problems

References

Blythe J. (2002), Marketing communication, PWE, Warszawa.

Bogunia-Borowska M. (2004), Advertising as the Creation of Social Reality, Jagiellonian University, Kraków.

Doliński D. (2003), Psychological Mechanisms of Advertising, Gdańskie Wydawnictwo Psychologiczne, Gdańsk.

Fogarty J.J. (2009), A Review of Alcohol Consumption and Alcohol Control Policies, “Worldwide Hospitality and Tourism Themes”, Vol. 1, Iss. 2, pp. 110–132.

Gaca S., Suchorzewski W., Tracz M. (2009), Traffic Engineering. Theory and Practice, Wydawnictwo Komunikacji i Łączności, Warszawa.

Hastings G., Angus K. (2011), When is Social Marketing not Social Marketing?, “Journal of Social Marketing”, Vol. 1, Iss. 1, pp. 45–53.

Huczek M. (2003), Marketing of Nonprofits, Wyższa Szkoła Zarządzania i Marketingu, Sosnowiec.

Implementation of a Campaign that Builds awareness of the speed of a series of campaigns “On Thinking” (2011), Report of qualitative research, TNS Pentor, Warszawa.

Kowalik S., Sęk H. (1999), Psychological Context of Social Problems, Humaniora Foundation, Poznań.

Kozłowska A. (2011), Advertising – Techniques of Persuasion, SGH, Warszawa.

Maison D., Maliszewski N. (2002), What is social advertising, Wasilewski Agency, Warszawa.

Maliszewski N. (2007), Trojan Horse in Social Advertising, Medical Tribune, Warszawa.

Nowacki R. (2005), Advertising, Difin, Warszawa.

Ostrowicki M. (2002), The Aesthetics of Advertising, Agencja Wydawniczo-Poligraficzna Art-Tekst, Kraków.

TNS Pentor – RAPORT 1 dla Ministra Infrastruktury Rzeczypospolitej Polskiej http://www.krbrd.gov.pl/download/pdf/raport_z_badan_TNS_Pentor_jakosciowych_predkosc_2011.pdf [access: 2.11.2012].

Wasilewski, P. (2007), Noble Propaganda of Goodness, the Second Volume of Social Advertising, Wasilewski Agency, Kraków.

Wicher J. (2002), Safety of Vehicles and Traffic, Wydawnictwo Komunikacji i Łączności, Warszawa.

Wiszniowski R. (1999), Political Advertising and Mass Communication, Uniwersytet Wrocławski, Wrocław.

Wolburg J.M. (2005), How Responsible are “Responsible” Drinking Campaigns for Preventing Alcohol Abuse?, “Journal of Consumer Marketing”, Vol. 22, Iss. 4, pp. 176–177.

Wrzosek W. (2005), Effectiveness of Marketing, PWE, Warszawa.

Information

Information: Public Management, 2013, Issue 4 (24), pp. 379 - 391

DOI: https://doi.org/10.4467/20843968ZP.13.031.1736

Article type: Original article

Titles:

Polish:

The effectiveness of social campaigns in the eyes of their receivers, on campaigns promoting safe driving example

English:

The effectiveness of social campaigns in the eyes of their receivers, on campaigns promoting safe driving example

Authors

Joanna Hernik

West Pomeranian University of Technology, aleja Piastów 17, 70-310 Szczecin (Poland)

Agnieszka Dziadas

Driver Training Centre LUZ, Sulęcin

Published at: 20.03.2014

Article status: Open

Licence: None

Percentage share of authors:

Joanna Hernik (Author) - 50%

Agnieszka Dziadas (Author) - 50%

Article corrections:

-

Publication languages:

English

View count: 2093

Number of downloads: 1056

<p> The effectiveness of social campaigns in the eyes of their receivers, on campaigns promoting safe driving example</p>

Pobierz pełny tekst

Titles

Abstract

Keywords

References

Information

Authors