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| Author: | Waller, D.S. |
| Title: | Does doing good do good? |
| Journal: | Journal of Advertising Research
2010 : DEC, VOL. 50:4, p. 440-449 |
| Index terms: | advertising research public services employee motivation job enrichment advertising agencies public relations non-profit organizations social responsibility |
| Language: | eng |
| Abstract: | The paper presents advertising research on the creation of public service advertising by advertising agencies on a volunteer, so-called "pro bono", basis. Grounded theory is used to investigate advertising agency business communication and trade publications, and identify distinct types of pro bono work. Aside from the image advantages of determining an agency as a socially responsible business, more business-related benefits to supporting nonprofit organizations were found including more opportunities for creativity, motivating employees, and enticing new clients. |
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