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

• Authors: Joanna Hernik , Agnieszka Dziadas
• Languages of publication: PL

Abstracts

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.

Keywords

PL

alkohol, komunikacja, problemy społeczne, skuteczność

• Publisher: Uniwersytet Jagielloński
• Journal: Zarządzanie Publiczne
• Year: 2013
• Issue: 4(24)

Dates

published

2013

online

2013-07-23

Contributors

author

Joanna Hernik

author

Agnieszka Dziadas