Sociology 2172A/B Chapter Notes - Chapter 10: American Express, Environmentally Friendly, Social Marketing
11 Dec 2016
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Week (cid:883)(cid:882): social advertising: socially responsible advertising: does a brand have a. Corporate images and values corporate value directly to a charity. 1980 - american express introduced the first campaign that connected a core (present messages/images about a company that gave a broad picture of the company and its role in society) Predecessor of socially responsible advertising corporate image advertising. 1990s more corporations started to use socially responsible advertising. Social marketing process of using marketing techniques to persuade. Consumers began to search for environmentally friendly products consumers to adopt the behaviors advocated by a social cause: ex. Tv ad to encourage people to recycle, plastic manufacturer. Socially responsible marketing different, part of cause marketing: agreement with ngo and for-profit to maximize benefits for each partner, ex. Tv commercial promoting a product by using a message that the product was built with 100% recycled parts: uses social issues as part of the persuasive message to promote.
