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| Author: | Raftopoulou, E. Hogg, M. K. |
| Title: | The political role of government-sponsored social marketing campaigns |
| Journal: | European Journal of Marketing
2010 : VOL 44:7/8, p. 1206-1227 |
| Index terms: | advertising government politics sponsorship United Kingdom |
| Language: | eng |
| Abstract: | The paper discusses the political aspects of social marketing campaigns sponsored by government, aimed at influencing consumer behavior. It also calls for a reconsideration of the boundaries of political, public and social marketing. By using the method of discourse analysis to construe print promotional material of a government-sponsored marketing campaign against fraud in UK, the authors indicate how the campaign affects the consumers' view of social issues. The role of social campaigns in redefining the relationship between the citizen and the state is also considered. |
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