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Issues of Theory and Practice
. Tambov: Gramota, 2015. № 8. Part 3. P. 76-86. ISSN 1997-292X.
SCIENTIFIC AREA: Sociological Sciences
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SOCIAL ADVERTISING IN THE CONTEXT OF FORMING CONSUMER BEHAVIOUR

Davydkina Irina Borisovna, Kopylov Sergei Ivanovich, Okhremenko Irina Vladimirovna, Chentemirova Natal'ya Anatol'evna
Plekhanov Russian University of Economics (Branch) in Volgograd


Abstract. The article discusses the role of social advertising communications in modern society. The authors focus on the critical analysis of social advertising campaigns conducted by public authorities and aimed at the formation of rational consumer behaviour. The paper identifies the basic problems and introduces practical guidelines on changing the system of approaches to the development, evaluation and transfer strategy of social advertisements on the basis of the experience of successful campaigns.
Key words and phrases: социальная реклама, потребительское поведение, государство, воздействие коммуникаций, социальные рекламные кампании, social advertising, consumer behaviour, state, influence of communications, social advertising campaigns.
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