El mensaje comprometido es otra publicidad
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comunitat-uji-handle2:10234/8013
comunitat-uji-handle3:10234/8014
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INVESTIGACIONMetadata
Title
El mensaje comprometido es otra publicidadDate
2012-02Publisher
Universidad Complutense de Madrid. Facultad de Ciencias de la InformaciónISSN
1575 - 2844Type
info:eu-repo/semantics/articleSubject
Abstract
The role of the company has transformations.
Social demands have been the cause of
these mutations because society requires
responsibility and transparency. Some
companies decide to incorporate into their ... [+]
The role of the company has transformations.
Social demands have been the cause of
these mutations because society requires
responsibility and transparency. Some
companies decide to incorporate into their communication strategy as a way to
report to the society, becoming the best presentation: its social, ethical and
environmental issues. This strategy consistent and maintained over time provides
intangible benefits that increase the value of the organization. Today the trust has
become a core value in all organizations,
but the value bet on this core value to
appear before identifying stakeholders is a strategy that addressed with great
originality and neatness some companies. This article aims to analyze the types of
advertisements that use social messages,
thereby determine whether corporate social
responsibility can place it in the framework of the new way of understanding the
business message. [-]
Is part of
Vivat Academia, Febrero 2012, Año XIV, Nº EspecialRights
http://rightsstatements.org/vocab/CNE/1.0/
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess
This item appears in the folowing collection(s)
- COM_Articles [825]