Neodidagmata, nr 25/26, 2003

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Edukacyjne zastosowania marketingu społecznego
(Wydawnictwo Naukowe UAM w Poznaniu, 2003) Skrzydlewski, Wojciech
In European countries the so called social marketing, or social advertising, is very popular. Its most visible effects are social campaigns, designed with great expenditure of funds. In Poland also, we have been witnessing a considerable development of this form of use since the early 1990’s. The social marketing is defined as simultaneous adaptation of marketing philosophy and adjustment of marketing techniques for causing changes in people’s behaviour, which ultimately leads to socially desirable changes in attitudes and value systems. In the context of social marketing the most important media are television, newspapers, radio, computers, the Internet and audio communication including audio information recorded on tapes, CD records, DVD records, or MP3 as well as the means of direct marketing (letters, individual printed materials, telephone conversations etc) and outdoor advertising (billboards). The paper also presents Polish experiences of social marketing and proposal of role play game “Social campaign in media” to be used during classes at educational studies at Adam Mickiewicz University in Poznań.