Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case

Detalhes bibliográficos
Autor(a) principal: Karunamoorthy, S
Data de Publicação: 2013
Outros Autores: Selvarasu, A., Filipe, J.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://ciencia.iscte-iul.pt/public/pub/id/12617
http://hdl.handle.net/10071/11794
Resumo: Corporate social responsibility advertising (CSR Advertising) results from commercial advertising, having social dimensions. This concept works as a marketing tool of cause-related marketing (CR Marketing). In this study, the case of IOCL (an Indian oil company) is presented to show how the company creates innovative advertising ideas, serves the society, contributes to save environmental natural resources and allows to add economic value. In addition to the usual ways of commercial advertising, this kind of approaches on CSR-advertising is an advance to establish a positive image in the mind of customers. The slogan ‘go green’ is highlighted in order to contribute to save natural resources on Earth. Reactions of CSRadvertising are measured to test the effect of published messages and the manipulation of CSR advertising message and persuasive claims.
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spelling Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company caseCSR advertisingPrint advertisingCSR communicationGreen advertisingCause related marketing adsCorporate social responsibility advertising (CSR Advertising) results from commercial advertising, having social dimensions. This concept works as a marketing tool of cause-related marketing (CR Marketing). In this study, the case of IOCL (an Indian oil company) is presented to show how the company creates innovative advertising ideas, serves the society, contributes to save environmental natural resources and allows to add economic value. In addition to the usual ways of commercial advertising, this kind of approaches on CSR-advertising is an advance to establish a positive image in the mind of customers. The slogan ‘go green’ is highlighted in order to contribute to save natural resources on Earth. Reactions of CSRadvertising are measured to test the effect of published messages and the manipulation of CSR advertising message and persuasive claims.ExcellingTech Publisher2016-07-19T09:34:43Z2013-01-01T00:00:00Z20132016-07-19T09:32:55Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://ciencia.iscte-iul.pt/public/pub/id/12617http://hdl.handle.net/10071/11794eng2047-0916Karunamoorthy, SSelvarasu, A.Filipe, J.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:26:54Zoai:repositorio.iscte-iul.pt:10071/11794Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:12:01.493824Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case
title Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case
spellingShingle Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case
Karunamoorthy, S
CSR advertising
Print advertising
CSR communication
Green advertising
Cause related marketing ads
title_short Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case
title_full Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case
title_fullStr Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case
title_full_unstemmed Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case
title_sort Marketing strategies to add economic value, reactions on corporate social responsibility advertising in print media: an Indian company case
author Karunamoorthy, S
author_facet Karunamoorthy, S
Selvarasu, A.
Filipe, J.
author_role author
author2 Selvarasu, A.
Filipe, J.
author2_role author
author
dc.contributor.author.fl_str_mv Karunamoorthy, S
Selvarasu, A.
Filipe, J.
dc.subject.por.fl_str_mv CSR advertising
Print advertising
CSR communication
Green advertising
Cause related marketing ads
topic CSR advertising
Print advertising
CSR communication
Green advertising
Cause related marketing ads
description Corporate social responsibility advertising (CSR Advertising) results from commercial advertising, having social dimensions. This concept works as a marketing tool of cause-related marketing (CR Marketing). In this study, the case of IOCL (an Indian oil company) is presented to show how the company creates innovative advertising ideas, serves the society, contributes to save environmental natural resources and allows to add economic value. In addition to the usual ways of commercial advertising, this kind of approaches on CSR-advertising is an advance to establish a positive image in the mind of customers. The slogan ‘go green’ is highlighted in order to contribute to save natural resources on Earth. Reactions of CSRadvertising are measured to test the effect of published messages and the manipulation of CSR advertising message and persuasive claims.
publishDate 2013
dc.date.none.fl_str_mv 2013-01-01T00:00:00Z
2013
2016-07-19T09:34:43Z
2016-07-19T09:32:55Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://ciencia.iscte-iul.pt/public/pub/id/12617
http://hdl.handle.net/10071/11794
url https://ciencia.iscte-iul.pt/public/pub/id/12617
http://hdl.handle.net/10071/11794
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 2047-0916
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv ExcellingTech Publisher
publisher.none.fl_str_mv ExcellingTech Publisher
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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