The main objectives of advertising – raising brand awareness and maximising sales – are well understood.
But there is a growing recognition of the positive role advertising can play in society. Increasingly it is being used to raise awareness of social, environmental and cultural issues, which is in turn driving behavioural changes in the population.
Advertising is also influencing the public’s expectations of organisations and products, with ethical and sustainable policy becoming a valuable marketing tool.
But this approach needs to be handled with care. Companies which offer an authentic message that reflects genuine values and purpose succeed, while those that are disingenuous are often caught out.
This event will examine how brands can influence social and cultural change through their communications. Using examples from past and present campaigns to highlight both best practice and potential pitfalls, Sarah Turnbull, Professor of Marketing at the University of Portsmouth, will explore how advertising can be used for social good.
The discussion in this webinar will help you:
- Understand the influence of advertising, both positive and negative.
- Discover how advertising is driving social and cultural change.
- Explore the importance of authentic organisational values in modern advertising.
Speaker
Who is it for?
This webinar is open to marketing and commercial directors, senior and aspiring marketing professionals and those in management roles who are curious about marketing and keen to enhance or share their own practice.
