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  1. 1 Zarządzanie Publiczne

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  2. 1 Hernik J.

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

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Hernik J., Dziadas A.
Zarządzanie Publiczne
|
2013
|
issue 4(24)
PL
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.
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