Marketing Strategies to Add Economic Value. Reactions on Corporate Social Responsibility Advertising in Print Media. An Indian Company Case

Sakthivel Karunamoorthy, Selvarasu Appasamy Mutharasu and José António Filipe
Authors registered in the RePEc Author Service: Selvarasu A. ()

International Journal of Finance, Insurance and Risk Management, 2013, vol. 3, issue 1, 372

Abstract: Corporate social responsibility advertising (CSR Advertising) results from commercial advertising, having social dimensions. This concept works as a marketing tool of cause-related marketing (CR Marketing). In this study, the case of IOCL (an Indian oil company) is presented to show how the company creates innovative advertising ideas, serves the society, contributes to save environmental natural resources and allows to add economic value. In addition to the usual ways of commercial advertising, this kind of approaches on CSR-advertising is an advance to establish a positive image in the mind of customers. The slogan ‘go green’ is highlighted in order to contribute to save natural resources on Earth. Reactions of CSRadvertising are measured to test the effect of published messages and the manipulation of CSR advertising message and persuasive claims.

Keywords: CSR advertising; Print advertising; CSR communication; Green advertising; Cause related marketing ads. (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:ers:ijfirm:v:3:y:2013:i:1:p:372

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