THEORETICAL APPROACHES RELATED TO THE CONTENT AND SPECIFICS OF THE MARKETING CAMPAIGN IN SOCIAL ADVERTISING

Tatiana GAUGAŞ Academia de Studii Economice a Moldovei

Abstract

In modern society, social advertising is an important instrument in supporting the society’s wellbeing. Social advertising represents the society’s goodwill and the dominant values in society. Marketing campaigns in social advertising are developped in eleven stages, that should be well planned and adapted to the goal and the target audience to which is oriented. The aim of this article is to provide an analysis of the theoretical framework regarding the social advertising campaign planning process, its stages and methods that may be used for efficiency control. Keywords: advertising, social advertising, advertising campaign.