ADPR 3100 Lecture Notes - Lecture 18: Ad Council, Skill, Corporate Social Responsibility

• School: University of Georgia
• Department: Advertising and Public Relations
• Course: ADPR 3100
• Professor: Evans

Document Summary

I(cid:374)(cid:272)rease a (cid:271)roader (cid:373)arket seg(cid:373)e(cid:374)t"s per(cid:272)eptio(cid:374)s of the enterprise as socially- engaged and responsible: derive bottom line benefits from increasing market share in the targeted segment! Causes (non-profits) clearly have something to gain by joining forces with corporations to develop ad(cid:448)ertisi(cid:374)g (cid:272)a(cid:373)paig(cid:374)s : direct financial support. Increased awareness: validation, possibility of gaining volunteer workers since corporate employees may be encouraged to donate their time to supported causes. Advertisers can demonstrate they are socially responsible using 3 different types of advertising messages: social issues linked with products, social issues linked with corporations, corporate donations to social issues. Of course, consumers are becoming more socially responsible themselves! In the past several years, consumers have become concerned with not only the purchasing process, but also the production and consumption process. In other words, individuals are examining the degree to which scarce resources are used for making products and evaluating how products are developed, tested, a(cid:374)d disposed of .