search query: @journal_id 69 / total: 714
reference: 16 / 714
| Author: | Drumwright, M. E. |
| Title: | Company advertising with a social dimension and the role of non-economic criteria (Advertising Management; Unternehmerische Sozialverantwortung) |
| Journal: | Journal of Marketing
1996 : OCT, VOL. 60:4, p. 71-87 |
| Index terms: | |
| Language: | eng |
| Abstract: | The author investigates the managers' objectives for campaigns with social dimensions, examines the processes creating them, and develops a model for explaining success factors. Although these campaigns are not particularly effective in achieving traditional economic objectives, such as increasing sales, they are highly effective in achieving company oriented objectives, such as motivating the workforce or communicating the essence of the company's mission. Ethical considerations and managerial implications are discussed, as well. |
SCIMA