Reklama społeczna a społeczna odpowiedzialność przedsiębiorstw
Public service advertising and the social responsibility of companies

Author(s): Marian Mitręga
Subject(s): Media studies, Communication studies, Theory of Communication
Published by: Wydawnictwo Uniwersytetu Śląskiego
Keywords: social policy; public service advertising; social responsibility of the enterprise; ethics in enterprise;stakeholder;
Summary/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.

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